AdAgeSPECIALREPORT6.28.04 49TH ANNUAL 1010 0 0 LEADING NATIONAL ADVERTISERS U.S. MARKETER PROFILE EDITION Ad Age’s exclusive national ad spending estimates, Age Special Report, (AA, June 28), additional elec- as well as measured brand spending, key personnel tronic copies of this report can be downloaded from at the client, agency and media specialist are pro- AdAge.com QwikFIND aap73j. More information is filed for top 100 marketers. A supplement to the Ad available in the AdAge.com DataCenter. INSIDE Total by media and category The rankings Marketer profiles Annual domestic ad spending totals by 100 top U.S. advertisers ranging from Ad dollars by brand, sales, earnings, media and industry No. 1 GM to No. 100 Canon agencies and key marketing personnel PAGE 3 PAGES 4 and 5 PAGE 6 to 83 This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2004) and is for your personal, non-commercial use only. You may not be reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group. 100LEADINGNATIONALADVERTISERS June 28, 2004 | Advertising Age |2 Ⅵ ADVERTISING AGE’S EXCLUSIVE RANKING OF THE NATION’S TOP SPENDERS About this profile edition THE 100 LEADING NATIONAL Advertisers unmeasured spending estimates both for TNSMI/CMR’s Stradegy product pro- boosted their spending in all forms of the Top 100 ($38.1 billion) and for all vided measured spending in 15 national advertising by 9% to $90.31 billion in advertisers ($117.1 billion) in the U.S. media and the Yellow Pages Integrated 2003 and in the process elevated the U.S. ad spending by ad category: This Media Association contributed spending nation’s total media expenditures for the chart breaks out 11 measured media by in Yellow Pages. first time above pre-recession 2000 levels. 23 ad categories using TNSMI/CMR Unmeasured spending is an Ad Age The media component of the Top 100, Ad$pender data, from automotive at estimate and includes direct mail, sales at $52.21 billion, up 9.3%, accounted for $18.39 billion, up 8.2%, to oil & gas at promotion, co-op spending, couponing, 40.7% of the nation’s total media spend- $261.3 million, up 0.3%. catalogs, business and farm publications ing of $128.35 billion in 17 media. An and special events, to name a few. unmeasured ad component of $38.1 bil- ● Brands: There were 549 brands on Unmeasured basically is the difference lion (up 8.7%) claimed the rest of the which the Top 100 spent more than $10 between a company’s reported or estimat- total ad pot. million in measured media in 2003, ed ad costs and its measured media. The These Leaders drove media spending in according to TNSMI/CMR. Ad Age lists rreported ad costs, if global, is weighted 2003 as non-Top 100 advertisers grew these so-called megabrands by their by Ad Age to reflect a U.S.-only share. only 4.1% in 2003. By comparison, media media spending in each profile. expenditures in 2000 were $118.45 billion P&G supported 46 such megabrands in STAFF FOR THIS REPORT: KEVIN BROWN, R. drawn from 11 media. Last year those 2003, by far the most among the Top 100. CRAIG ENDICOTT, SCOTT MACDONALD, MARK same 11 media in the aggregate passed No. 8 Johnson & Johnson was closest to SCHUMANN, GREGG MACARTHUR, JENNIE 2000 levels. It has been an uphill climb P&G in power brands with 26. P&G’s top SIERRA, LUKE MATHENY, ANDREW GREEN AND since media plunged 7.8% in 2001. brand was Crest dental care at $272.7 mil- MIKE RYAN Growth of 5% in 2002 still left media lion in media, up 54.3%; Johnson & short of its high-water mark in 2000. Johnson’s lead brand was Tylenol pain TO REACH US General Motors Corp. at $3.43 billion relief remedies at $209.5 million, up Online: in total advertising, down 1.4%, beat back 56.2%. The Verizon Communications CLICK to get daily marketing news from AdAge.com Procter & Gamble Co. at $3.32 billion, up megabrand was the hands-down media CLICK for AdAge.com’s Customer Service page 24.3%, to claim honors as top spender, king at $1.2 billion, up 11.5%. Email: For questions about this although P&G seems poised to reclaim report, email the No. 1 spot it lost to GM in 1997. ● Sales and earnings: Primary financial data [email protected] This pdf version of the 100 Leading on each Top 100 company is provided for For general editorial information, National Advertisers augments the print- two consecutive years. Data include world- write to [email protected] ed version (AA, June 28, 2004) by pro- wide sales and earnings, U.S. sales and oper- Subscription & single copy sales 1- ducing profiles on each Top 100 advertis- ating income, and sales by global division. 888-288-5900; Advertising (212) er. Content of this pdf is as follows: 210-0159; Classified 1-800-248- ● Personnel, brands, agencies: Ad Age 1299; Reprints of the print edition ● Charts: Key charts in this report lists key marketing executives at the (717) 399-1900 Ext. 142; Library services include: brand or category level of each Top 100 (312) 649-5476, (312) 649- 5329 The Top 100: The list covers GM to No. company, and personnel responsible for 100 Canon at $317.2 million, up 44%. those accounts at traditional and specialty News offices: New York (212) 210- 0100; email: [email protected], Chicago Thirty-three marketers on the list have agencies and media specialty companies. (312) 649-5200; Detroit (313) 446- U.S. ad totals above $1 billion. 0320, Los Angeles (323) 370-2400; San ● Domestic ad spending: This chart is a Methodology: U.S. measured spending Francisco (415) 459-1401;Washington compilation of media spending from 20 was pulled for the 250 largest national (202) 662-7200; London 44-207-457- mediums--most of them monitored by advertisers, a group pared to 100 after 1400 TNS Media Intelligence/CMR--and adding unmeasured ad estimates. 100LEADINGNATIONALADVERTISERS June 28, 2004 | Advertising Age |3 DOMESTIC ADVERTISING SPENDING TOTALS By media bought in 2003 and 2002 ALL U.S. ADVERTISING SPENDING FROM TNSMI/CMR ADVERTISING EXPENDITURES MEDIUM AS % OF TOTAL COEN’S U.S. TOTALS* MEDIA 2003 2002 % CHG 2003 2002 2003 2002 % CHG Magazine $18,347 $17,254 6.3 7.5 7.3 $11,435 $10,995 4.0 Sunday magazine 1,331 1,264 5.3 0.5 0.5 NA NA NA Business publications 7,277 7,227 0.7 3.0 3.1 4,004 3,976 0.7 Local magazines 325 311 4.6 0.1 0.1 NA NA NA National newspaper 2,976 2,814 5.8 1.2 1.2 7,357 6,806 8.1 Local newspaper 22,787 20,092 13.4 9.3 8.5 37,486 37,225 0.7 FSIs 1,317 1,239 6.3 0.5 0.5 NA NA NA Network TV 20,375 20,016 1.8 8.3 8.4 15,030 15,000 0.2 Spot TV 16,244 17,165 -5.4 6.6 7.2 23,468 24,034 -2.4 Syndicated TV 3,396 2,946 15.3 1.4 1.2 3,434 3,034 13.2 Spanish-language network TV 2,196 1,946 12.8 0.9 0.8 NA NA NA Cable TV networks 12,251 10,593 15.6 5.0 4.5 13,954 12,071 15.6 Cable local spot NA NA NA NA NA 4,860 4,226 15.0 Network radio 1,001 966 3.6 0.4 0.4 798 775 3.0 National spot radio 2,635 2,452 7.5 1.1 1.0 3,540 3,340 6.0 Local radio 6,732 6,575 2.4 2.7 2.8 14,762 14,762 0.0 Outdoor 2,673 2,475 8.0 1.1 1.0 5,443 5,175 5.2 Direct mail NA NA NA NA NA 48,370 46,067 5.0 Yellow Pages NA NA NA NA NA 13,896 13,776 0.9 Internet 6,495 5,613 15.7 2.6 2.4 5,650 4,883 15.7 Measured 128,358 120,949 6.1 52.3 51.1 213,487 206,145 3.6 Unmeasured 117,119 115,926 1.0 47.7 48.9 31,990 30,730 4.1 Total U.S. 245,477 236,875 3.6 100.0 100.0 245,477 236,875 3.6 Notes: Dollars are in millions. Media expenditures by medium from TNS Media Intelligence/CMR, except Yellow Pages from Yellow Pages Integrated Media Association. The total for ALL U.S. ADVERTISING media expenditures ($245.48 billion) is from Robert J. Coen’s media analysis at Universal McCann. *The ALL U.S. ADVERTISING unmeasured is the Coen total minus the TNSMI/CMR total media ($128.36 billion). The individual media comprising that TNSMI/CMR total differ slightly from the totals in the table below. TNSMI/CMR’s database is live. New media and markets are constantly being added and updated. Data reports run at different times yield slightly different results. DOMESTIC ADVERTISING SPENDING BY CATEGORY By media bought in 2003 and 2002 RANK MEASURED MEDIA U.S. MEASURED MEDIA BREAKOUT FOR 2003 ‘03 ‘02 CATEGORY 2003 % CHG MAGAZINE NEWSPAPER OUTDOOR TV CABLE NETS RADIO INTERNET 11 Automotive $18,393.3 8.2 $2,196.7 $6,271.0 $339.4 $7,878.2 $1,058.4 $434.1 $215.5 22 Retail 16,204.9 6.3 1,364 6,685 291 5,127 873 750 1,115 33 Movies, media, advertising 8,319.4 7.6 1,539 2,301 231 2,252 589 353 1,055 45 Medicines & proprietary remedies 6,863.2 18.7 1,882 200 13 3,382 953 215 218 54 Food, beverages,confectionery 6,403.0 0.4 1,551 40 50 3,366 1,158 172 67 66 Financial services 6,236.0 10.6 918 1,482 193 1,725 802 200 916 77 Home furnishings, supplies, appliances 5,927.4 10.1 2,178 181 14 2,300 1,065 126 63 88 Telecommunications 5,592.3 14.1 358 1,924 107 2,005 530 372 296 910 Personal care 5,045.6 13.6 1,773 47 8 2,417 713 46 41 10 9 Airlines, hotels, car rental 4,690.5 0.7 1,083 1,607 264 820 463 119 334 11 11 Direct response cos.