Marketing in the petroleum industry shows up in how brands allocate budgets across TV, digital, sponsorships, and search. As spending rises globally—$18.7B in 2023—different segments react differently: 47% of U.S. drivers prefer branded stations, while loyalty programs retain an average 68% of members. This page connects those audience signals to key tactics, including paid social reach, online engagement, and sustainability messaging.
Key Takeaways
- ExxonMobil's TV ad spend on petroleum products was $245 million in 2023.
- Shell spent $180 million on digital promotions for fuels in 2023.
- BP's sponsorship deals for petroleum branding totaled $120 million in 2023.
- 62% of Gen Z petroleum buyers influenced by online reviews.
- 47% of U.S. drivers prefer branded petroleum stations over unbranded.
- Average petroleum loyalty program retention rate 68% in 2023.
- Facebook ad spend by top 10 petroleum firms totaled $450 million in 2023.
- Shell's Instagram petroleum campaigns reached 150 million users, 12% engagement.
- ExxonMobil YouTube views for fuel ads hit 320 million in 2023.
- In 2023, global marketing expenditure in the petroleum sector totaled $18.7 billion, up 5.2% from $17.8 billion in 2022.
- The U.S. petroleum industry's marketing budget grew by 6.1% YoY in 2023, reaching $4.9 billion.
- Asia-Pacific petroleum marketing spend hit $6.3 billion in 2023, accounting for 34% of global total.
- ExxonMobil brand favorability 67% among U.S. drivers.
- Shell's net-zero ad campaigns boosted perception by 14% in 2023.
- 28% of petroleum marketing budgets allocated to green initiatives in 2023.
In 2023, petroleum marketers poured billions into digital and TV, while sustainable messaging and reviews drove buyer choices.
Related reading
01 · Category
Advertising And Promotion27 stats
01
ExxonMobil's TV ad spend on petroleum products was $245 million in 2023.
02
Shell spent $180 million on digital promotions for fuels in 2023.
03
BP's sponsorship deals for petroleum branding totaled $120 million in 2023.
04
Chevron allocated 28% of marketing budget to TV ads, $210 million in 2023.
05
TotalEnergies print media ad spend $95 million for petroleum lines in 2023.
06
Saudi Aramco outdoor advertising budget $150 million in 2023.
07
Global petroleum industry promo discounts averaged 15% on fuel sales in 2023.
08
Valero Energy in-store promotions cost $45 million in 2023.
09
Phillips 66 radio ad campaigns for petroleum reached 2.1 billion impressions, $32 million spend.
10
Marathon Petroleum event sponsorships $68 million in 2023.
11
PetroChina billboard ads covered 5,200 locations, $110 million budget.
12
CITGO loyalty program promotions engaged 12 million customers, $55 million cost.
13
Sunoco retail promotions generated $1.2 billion extra sales in 2023.
14
Hess Corporation newspaper ads $28 million spend in 2023.
15
Global petroleum trade show participation cost industry $420 million in 2023.
16
Motiva Enterprises point-of-sale displays $22 million investment.
17
Sinopec sponsorship of sports events $95 million for petroleum branding.
18
U.S. petroleum firms' direct mail campaigns $15 million, 8% response rate.
19
Lukoil influencer partnerships $40 million in 2023 promotions.
20
Murphy Oil TV spots aired 45,000 times, $18 million spend.
21
Petrobras billboard network expanded to 1,200 sites, $35 million.
22
Global petroleum email campaigns reached 450 million sends, $60 million.
23
Eni direct response ads generated 3.2 million leads, $25 million.
24
PBF Energy convenience store tie-ins $42 million promo budget.
25
Rosneft product sampling events cost $30 million in 2023.
26
HollyFrontier loyalty card promotions $19 million spend.
27
35% of petroleum ad budgets shifted to experiential marketing in 2023.
Interpretation
Advertising And Promotion Interpretation
In the Advertising And Promotion category, major petroleum brands leaned heavily on paid media in 2023, with ExxonMobil leading TV spending at $245 million and Chevron putting 28% of its marketing budget into TV ads of $210 million, while digital, print, outdoor, and sponsorship support ranged from $95 million to $180 million.
02 · Category
Consumer Insights29 stats
01
62% of Gen Z petroleum buyers influenced by online reviews.
02
47% of U.S. drivers prefer branded petroleum stations over unbranded.
03
Average petroleum loyalty program retention rate 68% in 2023.
04
39% of consumers willing to pay 5% premium for sustainable petroleum.
05
Fuel price sensitivity highest among 25-34 age group at 72%.
06
51% of female drivers prioritize station convenience over price.
07
Urban consumers visit stations 2.3 times/week vs 1.8 rural.
08
44% trust petroleum ads on sustainability claims.
09
Millennials favor app-based fuel discounts: 67% adoption.
10
29% switched brands due to poor service in 2023.
11
Boomers loyalty to single petroleum brand: 82%.
12
EV owners still buy petroleum for ICE vehicles: 41% monthly.
13
56% influenced by convenience store offerings at stations.
14
Hispanic consumers prefer Spanish-language petroleum ads: 63%.
15
Income >$100k prioritizes premium fuels: 52% usage.
16
37% boycott petroleum brands over environmental issues.
17
Diesel buyers value torque ads: 71% recall.
18
48% use apps for price comparison before purchase.
19
Families with children buy more snacks at pumps: 65%.
20
53% prefer contactless payment at petroleum stations.
21
Low-income drivers price-sensitive to 1 cent/gallon change: 89%.
22
61% recall ExxonMobil tiger campaign from childhood.
23
Women 55+ value clean restrooms highest: 74%.
24
45% influenced by peer recommendations for stations.
25
Asian-American consumers eco-fuel preference: 59%.
26
34% willing to drive extra 5 miles for loyalty rewards.
27
Teens exposed to petroleum ads via gaming: 52%.
28
71% of fleet managers prioritize bulk discounts.
29
49% of petroleum consumers value local sourcing claims.
Interpretation
Consumer Insights Interpretation
Consumer insights show that what drives petroleum buying is increasingly shaped by social proof and convenience, with 62% of Gen Z influenced by online reviews alongside 51% of female drivers prioritizing station convenience over price.
03 · Category
Digital Marketing Strategies26 stats
01
Facebook ad spend by top 10 petroleum firms totaled $450 million in 2023.
02
Shell's Instagram petroleum campaigns reached 150 million users, 12% engagement.
03
ExxonMobil YouTube views for fuel ads hit 320 million in 2023.
04
BP Google Ads CPC for petroleum keywords averaged $2.45in 2023.
05
Chevron TikTok challenges for eco-fuels garnered 85 million views.
06
TotalEnergies SEO traffic to petroleum site up 28% to 45 million visits.
07
Saudi Aramco LinkedIn B2B leads from petroleum posts: 120,000.
08
42% of petroleum digital budgets on mobile apps in 2023.
09
Valero Pinterest pins for station locator: 2.5 million saves.
10
Phillips 66 Twitter petroleum polls engaged 4.8 million interactions.
11
Marathon app downloads for fuel rewards: 15 million in 2023.
12
PetroChina WeChat mini-program users: 28 million for petroleum.
13
CITGO website conversions from SEO: 1.2 million fuel sales.
14
Sunoco programmatic display ads: $120 million spend, 5.2 ROAS.
15
Hess Snapchat AR filters for promotions: 65 million uses.
16
Global petroleum email open rates averaged 32% in 2023 campaigns.
17
Motiva retargeting ads recovered 18% of abandoned carts.
18
Sinopec Douyin videos for diesel: 200 million views.
19
Lukoil VKontakte group members grew to 3.5 million.
20
Murphy Oil Google My Business reviews: 450,000 positive.
21
Petrobras Instagram Reels engagement rate 9.2%.
22
Eni content marketing downloads: 2.8 million whitepapers.
23
PBF Energy affiliate marketing partnerships generated $45 million revenue.
24
55% of petroleum consumers discovered brands via social media in 2023.
25
Rosneft Telegram channel subscribers: 1.9 million.
26
HollyFrontier video ad completion rate 78% on YouTube.
Interpretation
Digital Marketing Strategies Interpretation
Digital marketing in the petroleum sector is clearly scaling across platforms, with Facebook ad spending reaching $450 million in 2023 and TotalEnergies SEO traffic rising 28% to 45 million visits.
More related reading
04 · Category
Market Size And Growth30 stats
01
In 2023, global marketing expenditure in the petroleum sector totaled $18.7 billion, up 5.2% from $17.8 billion in 2022.
02
The U.S. petroleum industry's marketing budget grew by 6.1% YoY in 2023, reaching $4.9 billion.
03
Asia-Pacific petroleum marketing spend hit $6.3 billion in 2023, accounting for 34% of global total.
04
ExxonMobil allocated $1.2 billion to marketing in 2023, 12% of its operating expenses.
05
Middle East petroleum firms increased marketing budgets by 8.7% to $3.1 billion in 2023.
06
Projected global petroleum marketing spend to reach $22.4 billion by 2027, CAGR of 4.8%.
07
Shell's marketing revenue from branded fuels was $45.6 billion in 2023.
08
European petroleum marketing market valued at $4.2 billion in 2023, down 1.2% due to regulations.
09
BP invested $850 million in marketing initiatives across 70 countries in 2023.
10
Latin America petroleum marketing spend rose 7.3% to $1.8 billion in 2023.
11
Chevron's U.S. marketing division generated $12.4 billion in 2023.
12
Global downstream petroleum marketing grew 3.9% to $320 billion total revenue in 2023.
13
TotalEnergies marketing spend increased 9.4% to $1.1 billion in 2023.
14
North American petroleum brand marketing valued at $5.6 billion in 2023.
15
Saudi Aramco's marketing budget for 2023 was $2.4 billion, focusing on Asia.
16
India's petroleum marketing sector expanded to $2.1 billion in spend, 11% growth.
17
Occidental Petroleum marketing revenue up 4.2% to $3.7 billion in 2023.
18
Africa petroleum marketing market size $1.4 billion in 2023, CAGR 5.1% projected.
19
ConocoPhillips allocated $650 million to marketing in 2023.
20
Global petroleum retail marketing outlets numbered 450,000 in 2023.
21
Australia's petroleum marketing spend reached $450 million in 2023, up 3.8%.
22
Petrobras marketing budget $780 million in 2023, focused on biofuels.
23
U.K. petroleum marketing revenue $8.2 billion in 2023.
24
Eni SpA marketing spend $920 million, 7% YoY growth in 2023.
25
Canada petroleum marketing market $1.9 billion in 2023.
26
Rosneft marketing revenue $25.3 billion from downstream in 2023.
27
Nigeria's petroleum marketing sector valued at $1.2 billion spend.
28
Qatar Petroleum marketing budget $550 million in 2023.
29
Norway petroleum marketing $780 million, driven by EV competition.
30
Global petroleum marketing CAGR forecasted at 4.2% through 2028.
Interpretation
Market Size And Growth Interpretation
Global petroleum marketing spend is steadily expanding, rising to $18.7 billion in 2023 and projected to reach $22.4 billion by 2027 at a 4.8% CAGR, showing consistent market size growth across the industry.
report visual · Projection
Petroleum industry marketing spend: steady rise through 2028
Global petroleum industry marketing expenditure is on an upward trajectory, led by the 2028 level—rising each year from 2023 to 2028.
18.7 USD billions
Start
+3.68%
CAGR · 5y
22.4 USD billions
Projected
20232028
source-verifiedfortunebusinessinsights.com2028
05 · Category
Sustainability Marketing25 stats
01
ExxonMobil brand favorability 67% among U.S. drivers.
02
Shell's net-zero ad campaigns boosted perception by 14% in 2023.
03
28% of petroleum marketing budgets allocated to green initiatives in 2023.
04
BP renewables branding reached 200 million impressions.
05
Chevron carbon capture ads in 15 countries, $85 million spend.
06
TotalEnergies low-carbon fuel promotions drove 12% sales uplift.
07
Saudi Aramco blue hydrogen marketing launch engaged 50 million.
08
65% of consumers prefer sustainable petroleum packaging.
09
Valero biofuels campaign ROI 4.1x in 2023.
10
Phillips 66 electric charger co-branding at 1,200 sites.
11
Marathon green diesel ads recall 58% among truckers.
12
PetroChina solar-powered stations promo: 300 locations.
13
CITGO waste-to-fuel pilot marketing reached 10 million.
14
Sunoco tree-planting tie-in with fuel sales: 5 million trees.
15
Hess ocean cleanup sponsorship $20 million commitment.
16
Global petroleum greenwashing complaints down 15% in 2023.
17
Motiva recycled plastic pumps installed at 800 stations.
18
Sinopec EV-petroleum hybrid ads: 120 million views.
19
Lukoil methane reduction claims in ads verified by 92%.
20
Murphy Oil reforestation program branded with fuels.
21
Petrobras offshore wind co-marketing partnerships: 5 deals.
22
Eni biodiversity ads featured in 20 campaigns.
23
PBF Energy Scope 3 emissions ads transparency score 85%.
24
Rosneft circular economy fuel recycling promo launched.
25
HollyFrontier renewable diesel market share ads: 15% claim.
Interpretation
Sustainability Marketing Interpretation
Sustainability marketing is moving from claims to measurable impact, with 28% of petroleum marketing budgets going to green initiatives in 2023 and campaign results like Shell’s net-zero ads lifting perception by 14% and TotalEnergies low-carbon promotions driving a 12% sales uplift.
Reference
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Min-ji Park. (2026, February 13). Marketing In The Petroleum Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-petroleum-industry-statistics
MLA
Min-ji Park. "Marketing In The Petroleum Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-petroleum-industry-statistics.
Chicago
Min-ji Park. 2026. "Marketing In The Petroleum Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-petroleum-industry-statistics.
Sources & references
1 datasets cited across this report · attribution is report-level