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100 Leading National Advertisers All US Ad Spending

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100100 LeadingLeading NationalNational AdvertisersAdvertisers 20012001 edition edition Profiles of the nation’s top advertisers: Comprehensive list- ings of ad spending by medium, and key staffers for brands at corporate consumer divisions and their agencies. The nation's top 100 marketers amassed media spending as defined by Taylor media, noting its address, leading adver- total ad expenditures of $83.39 billion in Nelson Sofres’ CMR, which monitors 11 tising and marketing executives by prod- 2000, up 7.6% from the previous year, as media. These same marketers spent $37.9 uct, and agencies and agency personnel the top three—General Motors Corp., billion (up 7.2%) in unmeasured forms of handling each product. Philip Morris Cos. and Procter & Gamble advertising (sales promotion, direct Collection of these marketing and Co.—claimed 10.7% of the total, according response etc.). (See methodology advertising names began in to Advertising Age’s 46th annual 100 Leading on Page 2 of this PDF file.) mid-summer. Most compa- National Advertisers report. Year-to-year expenditures nies had signed off on the General Motors, the nation’s top ad in each of the 11 media ADAD AGEAGE names in their profile at the spender since 1997, continued its reign tracked by CMR plus time of the Sept. 11 terrorist with expenditures of $3.93 billion (down Internet expenditures can be DATACENTERDATACENTER attacks on the World Trade 4.5% from 1999) in U.S. measured media found under the profile for Center and the Pentagon. A and unmeasured forms of advertising and each marketer in the Top 100, beginning number of Top 100 companies were head- promotion. PM slipped into second to on Page 5. These companies collectively quartered or had offices in and around drop Procter & Gamble Co. to third. spent at least $10 million in media on 505 the WTC, and the U.S. military segment P&G, whose U.S. ad spend fell 12.3%, had brands, and those brands and attendant of the U.S. Government was largely sta- never finished out of the top two in the media spending are presented under each tioned in the Pentagon. Where possible, history of the report. marketer. Ad Age contacted companies, agencies and The Top 100 accounted for 48.3% or Additionally, the 100 profiles show government offices involved to $45.48 billion (up 8.1%) of the nation's total each division advertised in consumer verify the lists in this PDF file. Ⅺ 46TH ANNUAL REPORT © Copyright 2001 Crain Communications Inc. advertising age Leading National Advertisers 2 Domestic advertising spending by medium 100 Leading National Advertisers All U.S. ad spending Advertising expenditures* Medium’s % of total ad $ Advertising expenditures* Medium 2000 1999 % chg 2000 1999 2000 1999 % chg Magazine $7,039 $6,720 4.7 8.4 8.7 $16,697 $14,672 13.8 Sunday magazine 357 323 10.6 0.4 0.4 1,110 1,006 10.3 Newspaper 5,883 5,679 3.6 7.1 7.3 18,817 17,797 5.7 National newspaper 1,093 979 11.6 1.3 1.3 3,785 3,320 14.0 Outdoor 508 481 5.4 0.6 0.6 2,391 1,989 20.2 Network TV 14,407 13,240 8.8 17.3 17.1 18,417 16,354 12.6 Spot TV 6,982 6,255 11.6 8.4 8.1 17,107 15,115 13.2 Syndicated TV 2,247 2,219 1.3 2.7 2.9 2,804 2,650 5.8 Cable TV networks 5,231 4,713 11.0 6.3 6.1 9,506 8,181 16.2 Network radio 343 160 114.3 0.4 0.2 871 417 108.7 National spot radio 942 826 14.0 1.1 1.1 2,672 2,349 13.8 Internet 350 379 -7.7 0.4 0.5 4,333 2,832 53.0 Yellow Pages 101 115 -12.4 0.1 0.1 13,228 12,652 4.6 Measured media 45,481 42,090 8.1 54.5 54.3 111,739 99,335 12.5 Unmeasured spending estimates 37,904 35,374 7.2 45.5 45.7 131,941 122,973 7.3 Total U.S. advertising 83,385 77,464 7.6 100.0 100.0 243,680 222,308 9.6 Notes: Dollars are in millions. *Measured media for 100 Leading National Advertisers and all advertisers from Taylor Nelson Sofres’ CMR, except Yellow Pages from Yellow Pages Publishers Association. For definitions and more information, see methodology below. Methodology for the 46th annual 100 Leaders report The 100 Leading National Advertisers are selected from the centage. Unmeasured for private companies is modeled to that of 250 largest national advertisers based on measured U.S. media their publicly held direct competitors. spending in 2000. That group is pared to 100 after estimated Brand spending: Media spending by top brands ($10 million unmeasured expenditures are added. All ad spending figures or more) presented at the beginning of each Top 100 profile throughout this report are U.S. only. includes only CMR’s 11-media totals. In this listing, Ad Age com- Measured media advertising is spending in 13 national con- bines all brands, products and services marketed under the same sumer media monitored by Taylor Nelson Sofres’ CMR, Internet name. from CMRinteractive, and Yellow Pages from Yellow Pages Corporate sales and earnings: Corporate financial results of Publishers Association. the Top 100 are for the latest available fiscal year. Returns from Measured media: CMR measures ads in 400-plus newspa- privately held companies are estimated whenever possible. pers in 60 of the nation’s top markets, and also monitors space Staff for this report: Kevin Brown, R. Craig Endicott, Mike Ryan, in national newspapers, the Wall Street Journal, USA Today and the Rick Gordon, Julie A. Johnson, Scott MacDonald, Philip New York Times. PIB/CMR Magazines measures ads in 256-plus Montgomery-Fleming, Mark Schumann, Jennie Sierra and Laura consumer magazines and Sunday magazines. CMR data include Smith. Ⅺ revenue in more than 280 outdoor plant operator markets. CMR monitors network TV ads on ABC, CBS, NBC, Fox, WB, UPN and Pax TV and spot TV on 540-plus stations in the 75 top U.S. TO REACH US markets (100 markets beginning this December). CMR provides Online: spending for more than 200 syndicated TV programs per month CLICK to get daily marketing news from AdAge.com through 24-hour monitoring of four satellites and 14 transpon- CLICK for AdAge.com’s Customer Service page ders. CMR continuously monitors 37 cable TV networks and five radio networks. CMR gathers spot radio data from 4,000 stations Email: For questions about this report, email in more than 225 markets. CMRi’s AdNetTrackUS tracks ads on [email protected] 330 Internet Web sites. Yellow Pages come from Yellow Pages For general editorial information, write to [email protected] Publishers Association. Subscription Advertising Unmeasured spending: & single copy sales 1-888-288-5900; (212) Unmeasured is an Ad Age estimate 210-0159; Classified 1-800-248-1299; Reprints of the print edition (717) and includes direct mail, promotion, co-op, couponing, catalogs, 399-1900 Ext. 142; Library services (312) 649-5476, (312) 649-5329 business and farm publications and special events, to name a News offices: New York (212) 210-0100; email: [email protected], few. Unmeasured is the difference between a company’s report- Chicago (312) 649-5200; Detroit (313) 446-0320, Los Angeles (323) 370- ed or estimated ad costs and its measured media. A company’s 2400; San Francisco (415) 459-1401; Washington (202) 662-7200; reported ad costs, typically worldwide, are found generally in London 44-207-457-1400 public documents and are weighted to reflect a U.S.-only per- advertising age Leading National Advertisers 3 100 Leaders ranked by U.S. advertising spending Rank Total U.S. advertising spending 2000 1999 Advertiser Headquarters 2000 1999 % chg Primary advertised business 1 1 General Motors Corp. Detroit $3,935 $4,118 -4.5 Automotive 2 3 Philip Morris Cos. New York 2,603 2,527 3.0 Food 3 2 Procter & Gamble Co. Cincinnati 2,364 2,694 -12.3 Personal care 4 5 Ford Motor Co. Dearborn, Mich. 2,345 2,111 11.1 Automotive 5 4 Pfizer New York 2,265 2,143 5.7 Drugs 6 6 PepsiCo Purchase, N.Y. 2,101 2,010 4.5 Soft drinks 7 7 DaimlerChrysler Auburn Hills, Mich./Stuttgart, Germany 1,984 1,802 10.1 Automotive 8 10 AOL Time Warner New York 1,770 1,523 16.2 Entertainment & media 9 9 Walt Disney Co. Burbank, Calif. 1,757 1,545 13.7 Entertainment & media 10 26 Verizon Communications New York 1,613 977 65.0 Telephone 11 8 Johnson & Johnson New Brunswick, N.J. 1,601 1,667 -3.9 Drugs 12 11 Sears, Roebuck & Co. Hoffman Estates, Ill. 1,455 1,460 -0.3 Retail 13 13 Unilever London/Rotterdam 1,454 1,226 18.6 Personal care 14 12 AT&T Corp. Basking Ridge, N.J. 1,416 1,431 -1.0 Telephone 15 19 General Electric Co. Fairfield, Conn. 1,310 1,111 17.9 Entertainment & media 16 18 Toyota Motor Corp. Toyota City, Japan 1,274 1,124 13.3 Automotive 17 14 McDonald’s Corp. Oak Brook, Ill. 1,274 1,204 5.8 Restaurants 18 24 U.S. Government Washington 1,246 1,011 23.3 Miscellaneous 19 28 Sprint Corp. Westwood, Kan. 1,227 933 31.6 Telephone 20 16 Viacom New York 1,221 1,190 2.6 Entertainment & media 21 25 Bristol-Myers Squibb Co.
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