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Google Now Controls 12% Of All Global Media Spend

  • Adweek, Friday, May 27, 2016 8:09 AM
Alphabet—Google's holding company—is the world's largest media owner in the world, according to a report from Zenith Media. Alphabet controls 12% of all global media spend, which comes mostly from Google and YouTube's ad sales. The company gets $60 billion in U.S. ad spend—a figure 166% larger than No. 2 ranking The Walt Disney Company. By contrast, Google's ad revenue was 136% larger than Walt Disney last year. Alphabet's overall ad revenue is up 17% year-over-year. Comcast, Twentieth Century Fox and Facebook comprised  the top five media owners in Zenith's "Top Thirty Global Media Owners" report. Google, Facebook, Baidu, Yahoo and Microsoft collectively generated 19% of all global ad budgets. On a digital basis, the companies make up 65% of Internet revenue globally, with $88 billion in ad sales in the U.S. alone.

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