Meta Advertising Index: Who are the big spenders?
Which advertisers and industries spend the most on Meta adverts?
In 2019, Facebook reportedly made $69.7 billion in advertising revenue while companies are investing between 10-20% of their innovation budget in the Metaverse, there is no denying that Meta is brimming with advertisements today.
From website banners to sponsored posts and stories, there’s no shortage of adverts on the previous Facebook. Which industries spend the most on digital advertising?
We looked at the Meta advertising library’s information on Meta adverts since November 2018, to discover which companies have spent the most money on advertising in the UK and in the US.
Looking at the top 50 advertisers in each country, we found the top advertising industries on Meta products and services, including Facebook, Messenger, Facebook Watch, and Facebook Portal.
The industries spending the most on Meta advertising in the US
1. Government/ Political – $517,687,901
The government and the political sector is no stranger to advertising. In fact, an estimated 6.7 billion U.S. dollars were spent on advertising and exposure during the 2020 presidential election alone.
Regarding Meta adverts, an astonishing $517,687,901 has been spent by government and political organisations since November 2018. The big spenders include Donald J. Trump and Joe Biden among others.
2. Social Media – $99,236,416
It might come as no surprise that one of the biggest advertising industries on Meta is social media.
The total amount spent by social media companies on Meta adverts since 2018 is $99,236,416. The total spend comes from Meta App, Facebook, and Instagram.
3. Global Matters – $54,288,973
One of the biggest spending industries on Meta advertising is global matters, amounting to $54,288,973 spent since November 2018.
Companies in this sector include PragerU, American Civil Liberties Union, and the Sandy Hook Promise.
The industries spending the most on Meta advertising in the UK
1. Charity – £19,563,149
The clear top advertising industry on Meta in the UK is charities, with a collective spend of £19,563,149 since November 2018.
Charities like WWF UK, IRC, Greenpeace, and Shelter are some of the organisations spending the most on Meta advertising, each totaling up to over one million pounds spent since 2018.
Despite being the highest spending industry on Meta adverts, there were only 43,931 adverts displayed.
2. Government / Political – £15,742,209
Government agencies and political entities are one of the biggest spending groups on Meta advertising.
In the UK, governmental and political organisations, including The Scottish Government, the UK government, and The Labour Party, have spent £15,742,209 on advertising on Meta.
3. Global Matters – £2,035,195
With a total spend of £2,035,195, organisations combating global matters such as environmental issues are among the biggest spending industries when it comes to Meta adverts.
The total spend comes from The Climate Pledge and Friends of the Earth.
The companies spending the most on Meta advertising in the US
1. Mike Bloomberg – $63,326,588
Mike Bloomberg spent the most on Meta advertising in the US since November 2018, out of all organisations, totalling up to $63,326,588.
Under the disclaimer ‘Mike Bloomberg 2020 Inc’, 181,198 adverts were displayed on Meta.
2. Donald J. Trump – $58,272,160
Advertising is essential to running a presidential campaign today, with millions of Americans using social media every single day for news and entertainment.
Since November 2018, Donald J. Trump has spent $58,272,160 on Meta adverts under the disclaimer ‘TRUMP MAKE AMERICA GREAT AGAIN COMMITTEE’.
3. Joe Biden – $55,442,809
The current US president has spent more money on Meta advertising than most other companies in the states.
With a spending of $55,442,809 since November 2018, Joe Biden is one of the biggest spenders on Meta adverts in the US. For that amount, Biden bought 58,474 adverts with the disclaimer ‘BIDEN VICTORY FUND’.
The companies spending the most on Meta advertising in the UK
1. WWF UK – £4,159,216
The biggest spender on Meta advertising in the UK is WWF UK, one of the world’s primary wilderness protection and conservation organisations.
Although WWF UK states they spend just 22% of their funding on fundraising, they still come in first place as the biggest spender on Meta advertising in the UK since 2018.
2. The Scottish Government – £2,492,162
The devolved government of Scotland comes in second place as one of the biggest Meta advertisers in the UK.
Since November 2018 they have spent £2,492,162 on Facebook and Meta advertising, targeting topics like mental health, poverty, and young people.
3. International Rescue Committee – UK – £2,333,693
In third place, the International Rescue Committee is one of the largest spenders on Meta advertising.
The humanitarian charity has spent £2,333,693 on Meta adverts since November 2018.
65% of users surveyed across Europe are perfectly aware of Facebook’s name changeinto Meta, according to our survey, advertising still being one of the most used marketing techniques, it’s no surprise most the companies want to have visibility on this platform and are willing to spend their budget on it.
We wanted to find out the biggest advertising companies and industries on Meta, therefore used the Meta Ad Library Report to find the spending totals by specific Facebook Pages between 29 Nov 2018 – 24 Apr 2022.
We looked at the top 50 advertisers in the United Kingdom and the United States.