AdAgeSPECIALREPORT 6.24.02 47TH ANNUAL Free profiles By R. CRAIG ENDICOTT of the Top 100 Ad dollars by THE GENERAL ECONOMIC malaise and media and brand, numbing events of Sept. 11 combined sales and earnings and key marketing to press the nation’s 100 Leading personnel are National Advertisers into reducing available online at AdAge.com their collective advertising to QwikFIND aan60i $80.94 billion in 2001, down 1.3% from the previous year. REVIEWING THE 47 years Advertising Age has produced its 100 Leading National Advertisers report, not since that other recession year of 1991, when the nation’s top advertisers recorded a 3.9% decline in ad spending, has negative ad growth been recorded. BOTH YEARS WERE scarred by the dual theme of recession and war: Recession-plagued 1991 was marked by the Persian Gulf War; the war on terrorism began in 2001, also a year of See LEADERS on Page S-16 Top 100 Automotive Restaurants Diapers Media leaders INSIDE GM holds on to the New models and Fast-casual chains Kimberly-Clark pins Top U.S. advertisers top spot despite 14.5% foreign luxury brands gobble share as hopes on Huggies ranked in each of 12 drop in U.S. ad dollar inflate sales in softer more diners’ tastes Supreme in bid to fend measured media for outlay Page S-2 market Page S-10 grow up Page S-14 off P&G Page S-20 2001 Page S-32 June 24, 2002 | Advertising Age |S-2 SPECIALREPORTLEADING NATIONAL ADVERTISERS 100 LEADING NATIONAL ADVERTISERS Ranked by total U.S. advertising spending in 2001 RANK TOTAL U.S. AD SPENDING ESTIMATED MEASURED CONSUMER YELLOW 2001 2000 ADVERTISER HEADQUARTERS 2001 % CHG UNMEASURED MEDIA MAGAZINE NEWSPAPER OUTDOOR TV RADIO INTERNET PAGES 1 1 General Motors Corp. Detroit $3,374.4 -14.5 $1,167.6 $2,206.9 $402.6 $225.6 $25.7 $1,452.9 $35.8 $44.3 $20.0 2 2 Procter & Gamble Co. Cincinnati 2,540.6 -2.8 838.4 1,702.2 522.0 10.3 10.2 1,117.6 31.2 10.9 0.0 3 3 Ford Motor Co. Dearborn, Mich. 2,408.2 2.7 1,138.4 1,269.8 304.7 210.5 14.0 681.0 20.9 14.0 24.7 4 6 PepsiCo Purchase, N.Y. 2,210.4 4.5 1,536.3 674.2 76.9 6.7 7.3 570.3 7.1 6.0 0.0 5 4 Pfizer New York 2,189.5 -3.0 1,384.8 804.6 169.5 12.5 0.1 591.9 27.8 2.8 0.0 6 5 DaimlerChrysler Auburn Hills, Mich./Stuttgart, Germany 1,985.3 -8.2 585.7 1,399.6 267.3 161.4 16.2 913.8 18.2 8.7 14.0 7 9 AOL Time Warner New York 1,885.3 6.2 320.5 1,564.8 310.0 266.3 27.4 892.3 41.6 27.2 0.0 8 7 Philip Morris Cos. New York 1,815.7 -7.7 490.2 1,325.5 461.0 6.3 41.5 784.7 23.6 8.3 0.0 9 8 Walt Disney Co. Burbank, Calif. 1,757.3 -3.4 702.9 1,054.4 143.9 211.4 25.5 618.4 43.8 11.5 0.0 10 10 Johnson & Johnson New Brunswick, N.J. 1,618.1 1.0 736.2 881.8 217.2 0.7 0.8 655.2 4.0 3.9 0.0 11 11 Unilever London/Rotterdam 1,483.6 -2.6 912.4 571.2 115.3 0.4 1.7 440.1 4.6 8.9 0.0 12 12 Sears, Roebuck & Co. Hoffman Estates, Ill. 1,480.1 0.8 816.6 663.5 47.3 156.4 1.1 399.2 33.1 9.0 17.4 13 13 Verizon Communications New York 1,461.6 5.1 613.9 847.7 14.9 353.1 11.2 394.0 69.1 5.5 0.0 14 15 Toyota Motor Corp. Toyota City, Japan 1,399.1 8.4 629.6 769.5 201.9 57.8 9.4 484.9 1.7 13.9 0.0 15 20 AT&T Corp. Basking Ridge, N.J. 1,371.9 13.0 863.8 508.1 24.4 44.4 9.3 395.5 18.8 7.8 8.0 16 21 Sony Corp. Tokyo 1,310.1 9.1 674.7 635.4 72.5 107.4 9.7 424.2 11.8 9.7 0.0 17 19 Viacom New York 1,282.8 4.9 567.2 715.6 89.5 132.6 19.7 417.5 47.9 8.2 0.0 18 16 McDonald’s Corp. Oak Brook, Ill. 1,194.7 -6.3 528.6 666.1 17.5 4.7 35.5 590.6 16.8 0.9 0.0 19 23 Diageo London 1,180.8 4.6 708.5 472.3 91.5 6.1 27.2 316.0 30.4 1.0 0.0 20 18 Sprint Corp. Westwood, Kan. 1,160.1 -6.2 533.6 626.4 21.9 217.2 4.4 360.4 17.0 5.6 0.0 21 28 Merck & Co. Whitehouse Station, N.J. 1,136.6 14.2 812.7 323.9 100.6 21.4 0.0 199.1 0.0 2.8 0.0 22 25 Honda Motor Co. Tokyo 1,102.9 6.6 424.6 678.3 130.7 16.8 2.8 517.3 0.6 10.1 0.0 23 26 J.C. Penney Corp. Plano, Texas 1,085.7 4.9 722.0 363.7 10.2 159.7 0.3 155.1 32.8 5.6 0.0 24 17 U.S. Government Washington 1,056.8 -16.3 475.6 581.2 111.3 63.7 7.3 360.0 29.4 9.6 0.0 25 29 L’Oreal Paris 1,040.7 5.5 541.2 499.6 237.8 1.0 2.7 255.4 1.1 1.7 0.0 26 22 IBM Corp. Armonk, N.Y. 993.5 -16.4 659.9 333.6 89.3 60.7 3.4 157.5 3.2 18.6 0.8 27 27 Bristol-Myers Squibb Co. New York 973.8 -2.8 516.1 457.7 142.6 72.2 0.7 229.1 8.5 4.5 0.0 28 30 Nestle Vevey, Switzerland 967.1 0.0 471.7 495.4 140.6 1.4 3.9 336.0 11.3 2.3 0.0 29 39 SBC Communications San Antonio, Texas 943.1 19.0 383.5 559.6 13.6 217.6 14.7 224.6 73.2 8.0 7.9 30 35 Target Corp. Minneapolis 925.7 11.9 453.6 472.1 57.6 195.9 2.2 183.0 27.2 6.2 0.0 31 32 Microsoft Corp. Redmond, Wash. 919.7 7.6 395.5 524.2 160.6 47.2 4.7 284.6 7.2 19.9 0.0 32 31 Coca-Cola Co. Atlanta 903.5 0.7 492.4 411.1 40.3 2.4 5.4 356.6 1.8 4.7 0.0 33 24 Hewlett-Packard Co.* Palo Alto, Calif. 898.7 -13.6 611.1 287.6 110.4 67.7 0.7 96.9 0.2 11.7 0.0 34 50 AT&T Wireless Redmond, Wash. 887.7 46.2 368.4 519.3 9.9 345.5 10.7 97.5 44.3 11.5 0.0 35 33 General Mills Minneapolis 883.5 3.5 247.4 636.1 74.6 1.6 3.1 551.3 4.5 1.1 0.0 36 34 GlaxoSmithKline Greenford, U.K. 881.1 5.2 114.5 766.6 135.3 3.5 1.7 617.1 5.5 3.5 0.0 37 36 WorldCom Clinton, Miss. 840.0 2.7 529.2 310.8 16.1 10.3 0.5 273.8 1.2 9.0 0.0 38 41 Sara Lee Corp. Chicago 812.1 8.4 621.3 190.8 62.4 6.3 2.9 109.8 7.8 1.6 0.0 39 47 Home Depot Atlanta 778.0 19.2 416.2 361.8 39.2 68.6 0.6 213.3 39.9 0.1 0.0 40 37 Nissan Motor Co. Tokyo 774.7 -4.8 228.5 546.2 121.3 37.7 13.2 361.9 3.1 8.9 0.0 41 46 Wyeth Madison, N.J. 770.8 15.2 443.2 327.6 46.9 3.6 0.1 264.1 9.8 3.1 0.0 42 42 Estee Lauder Cos. New York 766.4 6.8 643.8 122.6 92.5 0.1 0.8 28.1 0.2 1.0 0.0 43 38 Federated Department Stores Cincinnati 746.1 -7.8 126.8 619.3 22.3 526.5 1.6 56.3 3.7 8.8 0.0 44 45 Yum Brands Louisville, Ky. 676.5 0.6 110.3 566.2 0.5 0.5 6.7 542.4 8.6 0.6 6.9 45 56 News Corp. Sydney 670.4 21.2 167.6 502.8 49.6 129.0 17.6 267.1 36.5 3.0 0.0 46 52 ConAgra Omaha, Neb.