![\"Vittorio](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2017\/05\/Zenith_VittorioBonori_Global-Brand-President_400pix-1.jpg\")
<\/a>agencies and media owners,\u201d said Vittorio Bonori, Zenith\u2019s Global Brand President. \u201cBrands need to deal with these platforms to communicate with consumers effectively and efficiently, and agencies need to ensure they do so on the best terms available.\u201d<\/p>\n
Google the top, but Twitter experienced the fastest growth<\/strong><\/span><\/p>\n Google (under its holding company Alphabet) is by some distance the largest media owner in the world, attracting $79.4Bn in ad revenue in 2016, three times more than the second largest, Facebook, which attracted $26.9Bn.<\/p>\n The fastest\u2010growing media owner in Zenith’s list is Twitter, which increased its ad revenues by 734% between 2012 and 2016. Tencent is second, having grown by 697% over this period, and Facebook is third, with 528% growth. The largest traditional media owner is Comcast, which takes hird place in Zenith’s ranking, with $12.9Bn in ad revenue.<\/p>\n Five pure-Internet media owners more in the ranking<\/strong><\/span><\/p>\n Following Zenith’s Advertising Expenditure Forecasts, Internet advertising has overtaken As well as Alphabet and Facebook, there are five more pure\u2010Internet media owners in the top 30: Baidu, Microsoft, Yahoo, Verizon and Twitter.<\/p>\n All together this seven digital platforms captured $132.8Bn in Internet ad revenue in 2016, or what it’s the same, the 73% of all Internet adspend, and 24% of global adspend across all media.<\/p>\n Verizon became a media owner in 2015 through AOL’s purchase and if all goes as planned this company will become a much larger media owner when it acquires Yahoo later this year. Verizon takes 21st place in the current ranking; adding Yahoo to AOL would push it up to the sixth spot.<\/p>\n Three Chinese companies among the 30 largest media owners in the planet, but US dominates<\/strong><\/span><\/p>\n Most of the media owners in Zenith’s ranking \u2013 20 out of 30 \u2013 are based in the US. China and Germany each have three media owners in the ranking: Baidu, Tencent and CCTV for China, and Bertelsmann, ProSiebenSat.1 and Axel Springer for Germany.<\/p>\n Then there are four countries with one media owner each in the ranking: France (JCDecaux), Brazil (Grupo Globo), Italy (Mediaset) and the UK (ITV).<\/p>\n Just in terms of ad investment grabed<\/strong><\/span><\/p>\n The Top Thirty Global Media Owners report is Zenith\u2019s ranking of the world\u2019s largest media companies, and has been published since 2007. Image over the headline.-<\/strong> Jonathan Barnard (Head of Forecasting at Zenith), who signs the commentary to the Top 30 Media Owners Report.\u00a0Image by courtesy of Jonathan Bar<\/p>\n","protected":false},"excerpt":{"rendered":" Google and Facebook together accounted for 20% of global advertising expenditure across all media in 2016, up from 11% in 2012, according to the new edition of Zenith\u2019s Top Thirty Global Media Owners, published today. Both companies captured 64% of all the growth in global adspend between 2012 and 2016. \u201cZenith\u2019s new ranking demonstrates just …<\/p>\n
\nTwo other media owners have more than doubled in size between 2012 and 2016: Baidu, which grew 190%, and Sinclair Broadcast Group, which grew 171%.<\/p>\n
\ntelevision to become the world\u2019s largest advertising medium this year.
\nIn this context, digital platforms funded by Internet advertising dominate Zenith’s top 30 ranking.<\/p>\n
\nThe US dominates for several reasons: this country has the biggest ad market, US companies have invested the most in extending their reach abroad, and Silicon Valley innovation has powered the growth of Internet advertising.<\/p>\n<\/a>
\nFor this edition Zenith has decided to update the methodology of the research carried out for the report. The media agency of Publicis Group focused barely on media owners\u2019 revenues from advertising, excluding revenues from all other activities. The ad revenues parameter alone gives the true measure of their status in the global advertising market.<\/p>\n