Procter & Gamble Co. spent an estimated $10.5 billion on advertising and other marketing costs in the year ended June 2018 with little change from the previous year, according to Ad Age Datacenter.

Yet, it was pushed to second spot this year on Ad Age’s World’s Largest Advertisers ranking of the 100 biggest spenders, which is based on an all-in assessment of reported or estimated total spending on advertising, marketing services (including promotion and direct marketing) and digital marketing.

On top spot this year is South Korean consumer electronics and appliance marketer Samsung, which pumped $11.2 billion into advertising and sales promotion in 2017, a 13 percent increase. Direct correlation or not, Samsung increased spending as it worked to get past the highly publicized 2016 recall of its Galaxy Note 7 phone following issues of exploding batteries.

However, P&G is still the world’s largest spender on a narrower definition of advertising. P&G reported $7.1 billion in advertising costs in the year ended June 2018, including TV, print, radio, Internet and in-store ads. Samsung’s reported advertising expenses, excluding its massive sales promotion budget, came in at $4.8 billion in 2017.