A SUPPLEMENT TO 2006 FACT PACK 4th ANNUAL GUIDE TO ADVERTISING MARKETING Published February 27, 2006 © Copyright 2006 Crain Communications Inc. 2 | Advertising Age | FactPack FactPack | Advertising Age | 3 FACT PACK 2006 CONTENTS TOP LINE DATA ON THE ADVERTISING AND MEDIA INDUSTRIES In a pdf version, click anywhere on the items below to jump directly to the page. GENERAL MOTORS CORP. is the top marketer by ad spending in the U.S. but who ranks Advertising & Marketing first on a global basis? A spot for Fox TV’s American Idol on Wednesdays at prime- Top five U.S. advertisers and their agencies . .6-7 time commands the most dollars per :30 ($518,466), but how much more is that than Top U.S. advertisers . .8 a spot for runner-up CSI:Crime Scene Investigation on CBS-TV the following night? And what about that growth in a Super Bowl :30 spot since the $42,000 average cost Top U.S. megabrands . .9 paid per :30 at Super Bowl I in 1967? Omnicom Group may be the world’s biggest U.S. ad spending totals by media . .10 marketing organization but how do its agency networks stack up against their com- Top U.S. advertisers by media . .11-13 petition? How big and far-reaching are those multifaceted media goliaths? It’s all in Top global marketers and spending in top 10 countries . .14-15 the FactPack, whether in print form on your desk, or a click away on your computer or network. Consumer brand market share leaders in select categories . .16-21 The FactPack is presented in three sections: Most recalled and most liked ads of 2005 . .22-23 Advertising and Marketing section data were taken from Advertising Age’s 50th annual 100 Leading National Advertisers, and the publication’s 200 Megabrand and Global Marketing reports. The 100 LNA report breaks out total ad spending by media Media for the largest U.S. advertisers and adds an Ad Age-proprietary unmeasured number Top U.S. media companies . .25 to media spending for a comprehensive U.S. ad total. The LNA report also charts Properties of the top 10 media companies . .26-27 hotly contested industry categories by U.S. market share and brand spending, and Fall 2005 network prime-time network TV pricing survey . .28-29 lists agencies serving brands of each top 100 marketer. The Media section’s primary sources are the 100 Leading Media Companies, an Top media companies by sector . .30-33 annual ranking of the nation’s media companies by net revenue, and the Ad Age Top newspapers by circulation and ad revenue . .34 Magazine 300 report, an annual ranking of leading consumer and trade magazines by Top magazines by ad pages and total gross revenue . .35 their combined gross revenue from advertising and circulation. TV and cable network ad revenue totals . .36 The Agency Report section draws its content from Ad Age’s 61st annual Agency Report which ranks by revenue nearly 500 U.S. agency brands, the leading U.S. spe- Top 10 syndicated TV shows by ad revenue . .37 cialty and multicultural shops, the top 10 global agency brands and the world’s top Top 10 Web sites by ad revenue . .37 50 marketing organizations—the top four alone accounting for 56% of U.S. market- Super Bowl ad costs, ratings, viewers 1967-2006 . .38-39 ing communications spending. The Agency Report also ranks by billings the top media specialist companies in the U.S. and on an international and global basis. Agency Report FREE DIGITAL EDITION World’s top 10 core agency brands . .41 A free pdf edition of the FactPack can be downloaded using Adobe Acrobat. Go to AdAge.com and use QwikFIND aar44L. Where indicated, a more comprehensive rank- Top independent U.S.-based agencies . .41 ing is posted on AdAge.com and can be purchased. Networks and agencies of the top 4 marketing organizations . .42-43 Top marketing organizations and market share pie chart . .44-45 Top 25 core U.S. agency brands . .46 TO REACH US Top multicultural agencies . .47 By email: [email protected]; AdAge.com [email protected]; Postal mail: Advertising Age , 711 Third Ave., New York, N.Y. 10017; Phone: (212) 210-0100. Subscription and print single copy sales (888) 288-5900; Top media specialist companies . .48-49 Advertising (212) 210-0159; Library services (312) 649-5476. DataCenter staff: R. Craig Endicott, Kevin Brown, Top interactive and direct marketing agencies . .50-51 Scott MacDonald, Mark Schumann, Mike Ryan, Maureen Morrison. Top sales promotion and healthcare agencies . .52-53 4 | Advertising Age | FactPack +VTUUIF.BSLFUJOH'BDUT ADVERTISING *OUFSBDUJWF'BDU1BDL 1VCMJTIFT"QSJM $MPTFT.BSDI %FUBJMTIBSEUPHFUEBUBPOBMMBQTFDUTPGUIJTGBTUHSPXJOH & SBQJEMZFWPMWJOHNFEJBTFHNFOU*ODMVEFTEBUBPOUPQ POMJOFTQFOEJOHDBUFHPSJFT IPXDPOTVNFSTVTFUIF 8FC UIFJO¿VFODFPGCMPHTBOECMPHBHHSFHBUPSTPO DPOTVNFSTBOENPSF%JHFTUTJ[FEBOEEJTUSJCVUFEUP MARKETING "EWFSUJTJOH"HFµTGVMMDJSDVMBUJPOXJUIUIF"QSJMUIJTTVF #POVTEJTUSJCVUJPOUP© Top U.S. marketer by ad expenditures "E5FDI4BO'SBODJTDP "QSJM 4BO'SBODJTDP $" J.FEJB"HFODZ4VNNJU .BZ "NFMJB*TMBOE '- GENERAL MOTORS HITS $4 BILLION *"#-FBEFSTIJQ'PSVN#SPBECBOEBOE#FZPOE .BZ /FX:PSL /: "E5FDI$IJDBHP +VMZ $IJDBHP *- Top U.S. megabrand J.FEJB#SBOE4VNNJU 4FQUFNCFS -BT7FHBT /7 *"#"OOVBM.FNCFS.FFUJOH 0DUPCFS /FX:PSL /: VERIZON REACHES $1.51 BILLION "E5FDI/FX:PSL /PWFNCFS /FX:PSL /: *"#-FBEFSTIJQ'PSVN"HFODZ4VNNJU /PWFNCFS /FX:PSL /: Biggest U.S. ad medium J.FEJB"HFODZ4VNNJU %FDFNCFS 4DPUUTEBMF "; #BZ"SFB*OUFSBDUJWF(SPVQ #*( &WFOUT %BUFT-PDBUJPOT5#% DIRECT MAIL DRAWS $52.19 BILLION Top global marketer by ad spending )JTQBOJD'BDU1BDL PROCTER & GAMBLE SPENDS $7.92 BILLION 1VCMJTIFT+VMZ $MPTFT+VOF 5BQJOUPUIFQIFOPNFOBMQPXFSPGUIF64)JTQBOJD NFEJBBOEDPOTVNFS*ODMVEFTEBUBPOUPQ)JTQBOJD How marketer data are compiled NFEJBPVUMFUT UPQBETQFOEJOHDBUFHPSJFTBOECSBOET AD SPENDING BY U.S. AND GLOBAL MARKETERS is the thrust of this section. EBUBBOEBXBSETQSP¾MFTPO)JTQBOJDGPDVTFEBHFODJFT Spending by U.S. marketers (Page 8) is a composite of media advertising and QMVTUPOTPGEFNPHSBQIJDJOGPSNBUJPO%JHFTUTJ[FEBOE unmeasured spending found in the annual 100 Leading National Advertisers report EJTUSJCVUFEUP"EWFSUJTJOH"HFµTGVMMDJSDVMBUJPOXJUIUIF (AA, June 27, 2005). Data include 19 national media, 17 of which are monitored by +VMZUIJTTVF TNS Media Intelligence, and free-standing inserts from TNS’s Marx Promotion Intelligence and Yellow Pages from Yellow Pages Association. Unmeasured (direct, #POVTEJTUSJCVUJPOUP© promotion, co-op, coupons, CRM, etc.) spending volumes are Ad Age estimates. ")""4FNJ"OOVBM.FFUJOH 4FQUFNCFS 43*µT"OOVBM.BSLFUJOHUP64)JTQBOJDT-BUJO"NFSJDB&WFOU +BOVBSZ The 100 LNA further breaks out a marketer’s dollar totals by ad medium and iso- ")""4FNJ"OOVBM.FFUJOH "QSJM lates by media spending and share data competitive battles in major categories: Cellular 43*µT"OOVBM)JTQBOJD#PPN1SP¾UBCMF$VTUPNFS3FMBUJPOTIJQ4USBUFHJFT +VOF phone service providers and sport-utility vehicles (Page 16), hand and body lotion brands and laundry detergents (Page 18), casual dining and restaurants (Page 19), anti- cholesterol drugs (Page 20) and cereal megabrands (Page 21), and more. 5PBEWFSUJTF DPOUBDUZPVSMPDBMTBMFTSFQPS4V[BOOF)FSNBMZO Global marketers spending data (Pages 14-15) are obtained from TNS, Nielsen 5FM TIFSNBMZO!DSBJODPN Media Research, Ibope and others for marketers in 77 countries and massaged by Ad Age into a global top 100. U.S. megabrands, ranked in two reports each year, are pulled from TNS and rep- resent all brands, products and services bearing the same name. Spending by the top 200 megabrands (Top 25 on Page 9) account for one-third of all U.S. measured spend- ing. A brand required media expenditures of $89.6 million in ‘04 to make the list. $SBJO$PNNVOJDBUJPOT*OD 6 | Advertising Age | FactPack FactPack | Advertising Age | 7 MAJOR ACCOUNTS AND AGENCIES FOR THE FIVE LARGEST U.S. MARKETERS PRIMARY AGENCIES COLOR CODED BY PARENT COMPANY 1. General Motors Corp. Aussie, Daily Defense, Dawn, Herbal Time4 Media Bextra, Dostinex, Dynastat, Essences, Infusium 23, Renewal 5X, In-house Buick-Pontiac-GMC Genotropin, Inspra, Lasofoxifene, Swiffer Buick vehicles Time Warner Cable Lyrica, Somavert, Varenicline Kaplan Thaler Group McCann Erickson Worldwide Ogilvy & Mather Worldwide Euro RSCG Life LM&P GMC vehicles Always, Bounce, Cheer, Gain, Max Turner Broadcasting System Celebrex, Zoloft, Lipitor Lowe Worldwide Factor, Noxzema, Pert Plus, Secret, Assigned on a project basis Kaplan Thaler Group Tampax Pontiac vehicles Warner Bros. Entertainment Bextra, Viagra Leo Burnett Worldwide Grey Entertainment Leo Burnett Detroit McCann Erickson Worldwide Cadillac Motor Car Division Asocol, Intrinsa, Metamucil, oral care franchise, Prilosec OTC, ThermaCare 4. Pfizer Detrol Leo Burnett Detroit Saatchi & Saatchi Healthcare Chevrolet Motor Division Publicis Healthcare Communications Grp. PFIZER CONSUMER HEALTHCARE Macugen Campbell-Ewald Asacol, Bounty, Charmin, DayQuil, Lubriderm, Rogaine BBDO Worldwide Medicus Group International GM Service & Parts Operations Metamucil, NyQuil, Pepto-Bismol, Campbell-Ewald; Leo Burnett Detroit Prilosec, Puffs, ThermaCare, Vicks Actifed, Anusol, Benadryl, Ben-Gay, Publicis USA Benylin, Cortisone, Desitin, 5. DaimlerChrysler GMAC Dramamine, Efferdent, e.p.t., Campbell-Ewald Cascade, Crest, Dreft, Fixodent, Chrysler Division Kaopectate, Listerine, Listerine Hummer Folgers, Head & Shoulders, Iams, BBDO Detroit Luvs, Millstone, Olay, Pampers, Plastic Essential Care Toothpaste, Listerine Modernista! Dodge Division Booster, Pur, Safeguard, Scent Pocket Paks, Ludens, Neosporin, OnStar Corp. PediaCare, Purell, Rolaids, Sinutab, BBDO Detroit Campbell-Ewald Expression, Scope,