Market Share Leaders - Advertising Age

1 June 25, 2012 | Advertising Age
U.S. MARKET LEADERS
Share breakouts for categories from auto to wireless. U.S. measured-media ad spending from WPP’s Kantar Media.
20 MILLION
15
10
5
0
1970
AUTO MARKETERSN U.S. car/truck unit market share. Ad spending for automakers.
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK MARKETER 2011 2010 2011 2010
1
2
General Motors Co.
Ford Motor Co.
19.6%
16.8
+
-
19.1%
16.9
$1,774
1,060
$2,150
1,140
3 Toyota Motor Corp. 12.9 - 15.2 1,088 1,113
4 Fiat 1 (Chrysler Group) 10.7 + 9.4 1,286 869
5 Honda Motor Co. 9.0 - 10.6 707 689
6 Nissan Motor Co. 8.2 + 7.8 630 607
7 Hyundai Motor Co. 5.1 + 4.6 304 315
8 Kia Motors Corp. 2
3.8 + 3.1 376 277
9 Volkswagen 3.5 + 3.1 511 291
10 BMW 2.4 + 2.3 168 163
Top 10 92.0 - 92.1 7,906 7,614
Industry total 3 (vehicles sold in millions) 12.779 + 11.590 8,556 8,303
Measured-media spending:
Source: WPP’s Kantar Media.
More info: kantarmediana.com.
Numbers rounded.
U.S. light-vehicle sales:
Source: Automotive News.
U.S. light-vehicle sales
Automakers sold 12.8 million vehicles in 2011,up
10.3% from 2010 but still a comparatively depressed
level.Analysts project 2012 sales will top 14 million
units,the highest since pre-recession 2007.
1980
More info: autonews.com.
Numbers rounded.
Ad spending per
vehicle sold:
Source: Automotive News;
Kantar Media. More info:
1990
2000
autonews.com;
kantarmediana.com.
Calculated by Ad Age
DataCenter using Kantar
Media measured-media
spending and Automotive
News U.S. sales data. Analysis
100 LEADING NATIONAL ADVERTISERS 2012
2010
based on brands selling at
least 5,000 vehicles in U.S.
in 2011. 1. Saab entered
bankruptcy in December 2011.
Auto marketers:
Source: Automotive News.
Fiat
(Fiat [Chrysler Group])
19.6 % Ford division
16.1 %
GM
2011 market share
$6,000
5,000
4,000
3,000
2,000
1,000
0
$5,286
Jaguar
$3,357
(Tata Motors)
AUTO BRANDSN U.S. car/truck unit market share. Ad spending for auto brands.
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK BRAND [PARENT] 2011 2010 2011 2010
1
2
Ford
Chevrolet [General Motors Co.]
16.1%
13.9
+
+
15.1%
13.5
$870
1,038
$876
1,115
3 Toyota 10.9 - 12.8 829 883
4 Honda 8.0 - 9.5 513 499
5 Nissan 7.4 + 6.9 513 467
6 Hyundai 5.1 + 4.6 304 315
7 Kia 3.8 + 3.1 376 277
8 Dodge [Fiat (Chrysler Group)] 3.5 + 3.3 308 183
9 Jeep [Fiat (Chrysler Group)] 3.3 + 2.5 292 263
10 GMC [GM] 3.1 + 2.9 160 332
Top 10 75.1 + 74.2 5,204 5,209
Industry total 1 (vehicles sold in millions) 12.779 + 11.590 8,556 8,303
More info: autonews.com.
Numbers rounded. Market
share for cars and light trucks.
U.S. measured ad spending for
automakers; excludes dealer
advertising. 1. Fiat increased
its stake in Chrysler Group
Ad spending per vehicle sold
Chart shows top and bottom five spenders based
on 2011 U.S.measured-media spending divided
by vehicles sold.Fiat,in midst of relaunching its
brand in the U.S.,had measured spending of
$5,286 for each Fiat 500 sold.Rival Mini,owned
by BMW,had spending per vehicle of just $385.
Smart
$2,711
(Daimler)
$2,662
Saab 1
(Saab Automobile)
Lincoln
to 58.5% in January 2012.
2. Hyundai Motor Co. owns
34.0% of Kia Motors Corp.
3. Industry total ad spending
reflects measured spending
for automakers.
$2,058
(Ford Motor Co.)
Honda
$502
(Honda Motor Co.)
$471
2011 market share
Hyundai
(Hyundai Motor Co.)
Auto brands:
Source: Automotive News
(market share, sales). More
info: autonews.com.
Numbers rounded. Market
share for cars and light trucks.
Spending for auto brands;
$423
Ford
(Ford Motor Co.)
$403
GMC
(General Motors Co.)
$385
Mini
(BMW)
excludes dealer advertising.
1. Industry total ad spending
reflects measured spending
for automakers.
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2 June 25, 2012 | Advertising Age
Largest personal-care advertisers
Based on 2011 U.S.measured-media ad spending.Total U.S.
personal-care ad spending: $6.5 billion.Procter & Gamble,the
nation’s (and world’s) top advertiser,accounted for 27.6% of that.
U.S. AD SPENDING ($ MILLIONS)
All other $1,339
Kao Corp. $129
GlaxoSmithKline
$137
Kimberly-Clark
Corp. $151
Revlon $159
Coty $258
Estée Lauder Cos. $271
Unilever $462
2.0%
2.1%
2.3%
2.4%
4.0%
4.2%
20.5% 27.6%
Total
$6,527
7.1% 7.5%
20.4%
PERSONAL-CARE BRANDSN Most-advertised personal-care brands.
Procter & Gamble Co. $1,798
L’Oréal $1,330
Johnson & Johnson $492
MEASURED MEDIA
SHARE OF ADVERTISING MILLIONS OF DOLLARS
RANK BRAND [PARENT] 2011 2010 2011 2010
1 L’Oréal Paris [L’Oréal] 7.6% + 7.1% $496 $439
2 Olay [Procter & Gamble Co.] 4.8 - 5.0 313 306
3 CoverGirl [P&G] 4.7 + 3.9 305 242
4 Maybelline New York [L’Oréal] 4.6 + 4.1 300 256
5 Garnier [L’Oréal] 4.0 + 3.7 263 228
6 Crest [P&G] 3.5 + 2.8 229 173
7 Dove [Unilever] 2.9 - 3.4 187 209
8 Gillette [P&G] 2.8 - 3.2 186 196
9 Pantene [P&G] 2.1 - 2.4 140 147
10 Neutrogena [Johnson & Johnson] 2.0 = 2.0 133 124
Top 10 39.1 + 37.6 2,551 2,320
Total category ad spending 100.0 = 100.0 6,527 6,173
U.S. AD SPENDING ($ MILLIONS)
Henkel $13
Sun Products Corp. $41
Energizer Holdings $65
Koch Industries $125
Kimberly-Clark
Corp. $129
Church & Dwight Co.
$151
Reckitt Benckiser $181
6.6%
6.8%
7.9%
All other $131
0.7%
2.2%
3.4%
9.6%
6.9%
Total
$1,897
10.2%
11.2%
34.5%
Procter & Gamble Co. $655
L'Oréal Paris
7.6 Brand’s share of ad spending
% Clorox
6.2 Brand’s share of ad spending
%
Measured-media spending:
Source: WPP’s Kantar Media.
More info: kantarmediana.com.
Numbers rounded.
Personal-care advertisers:
Source: Ad Age DataCenter
analysis of Kantar Media U.S.
measured-media spending.
Numbers rounded. Share
shown is company’s share of
U.S. personal-care measuredmedia
spending. Total
spending and share
calculations based on ad
spending for Kantar Media’s
industry classifications for
Cosmetics & Beauty Aids
(D100); Personal Hygiene &
Health (D200); Hair Products &
Accessories (D300); and Men’s
Toiletries, Hygienic Goods &
Skin Care (D400).
Personal-care brands:
Source: Ad Age DataCenter
analysis of Kantar Media U.S.
measured-media spending.
Numbers rounded. Share of
advertising and industry total
100 LEADING NATIONAL ADVERTISERS 2012
category ad spending based
on Kantar Media’s industry
classifications for Cosmetics &
Beauty Aids (D100); Personal
Hygiene & Health (D200); Hair
Products & Accessories (D300);
and Men’s Toiletries, Hygienic
Goods & Skin Care (D400).
Largest household-product advertisers
Based on 2011 U.S.measured-media ad spending.Total U.S.
household-product ad spending:$1.9 billion.P&G accounted
for more than one-third of total spending.
HOUSEHOLD-PRODUCT BRANDSN Most-advertised household products.
SC Johnson $213
Clorox Co. $193
MEASURED MEDIA
SHARE OF ADVERTISING MILLIONS OF DOLLARS
RANK BRAND [PARENT] 2011 2010 2011 2010
1 Clorox [Clorox Co.] 6.2% + 6.0% $117 $141
2 Febreze [Procter & Gamble Co.] 6.0 + 5.6 114 131
3 Tide [P&G] 5.3 - 7.5 100 177
4 Glade [SC Johnson] 5.0 - 5.7 94 133
5 Charmin [P&G] 4.2 + 3.0 80 71
6 OxiClean [Church & Dwight Co.] 4.0 + 2.9 76 67
7 Bounty [P&G] 3.9 + 3.3 73 77
8 Energizer [Energizer Holdings] 3.4 + 2.5 65 60
9 Lysol [Reckitt Benckiser] 3.1 - 3.2 59 75
10 Arm & Hammer [Church & Dwight] 2.7 + 2.3 52 54
Top 10 43.7 + 41.8 830 985
Total category ad spending 100.0 = 100.0 1,897 2,356
Household-product
advertisers:
Source: Ad Age DataCenter
analysis of Kantar Media U.S.
measured-media spending.
Numbers rounded. Share
shown is company’s share of
U.S. personal-care measuredmedia
spending. Total
spending and share
calculations based on ad
spending for Kantar Media’s
industry classifications for
Household Supplies (H300);
and Household Soaps,
Cleansers & Polishes (H400).
Household-product brands:
Source: Ad Age DataCenter
analysis of Kantar Media U.S.
measured-media spending.
Numbers rounded. Share of
advertising and industry total
category ad spending based
on Kantar Media’s industry
classifications for Household
Supplies (H300); and
Household Soaps, Cleansers
& Polishes (H400).

3 June 25, 2012 | Advertising Age
2.0
1.0
0.5
0
U.S. box office
The number of movie tickets sold in the U.S.last year slumped
to the lowest level seen since 1995.This marked the second
consecutive year of declining ticket sales and box-office gross.
Number of tickets sold (billions)
No. 1 film:
“Toy Story”
1995
MOVIE STUDIOSN Share of U.S. box-office gross sales for movie-studio companies.
MEASURED MEDIA
MARKET SHARE MILLIONS OF DOLLARS
RANK MARKETER (SELECTED STUDIOS) 2011 2010 2011 2010
1 Viacom (Paramount, MTV, Nickelodeon) 19.3% + 16.4% $484 $453
2 Time Warner (Warner Bros., New Line) 17.9 - 18.2 741 693
3
4
Sony Corp. (Columbia, Sony, TriStar)
Walt Disney Co. (Disney, Marvel, Pixar)
13.4
12.2
+
-
12.7
14.0
546
363
467
342
5 Comcast Corp. 1 (Universal, Focus Features) 11.5 + 9.1 586 492
6
7
News Corp. (Twentieth Century Fox)
Summit Entertainment
11.1 - 15.5 362 441
2
4.0 - 5.0 144 127
8 Weinstein Co. 2.9 + 0.8 152 32
9 Relativity Media 2.2 + 0.1 132 26
10 Lions Gate Entertainment 3 (Lionsgate) 1.8 - 4.9 93 199
Top 10 96.4 - 96.6 3,603 3,272
Industry total (box office, $ in billions) $10.174 - $10.565 3,812 3,562
100 LEADING NATIONAL ADVERTISERS 2012
Viacom
19.3 2011 market share
% Lipitor
2.4 2011 market share
%
Measured-media spending:
Source: WPP’s Kantar Media.
More info: kantarmediana.com.
Numbers rounded.
U.S. box office:
Source: Box Office Mojo. More
info: boxofficemojo.com.
2000
No. 1 film:
“Spider-Man”
Movie studios:
Source: Box Office Mojo. More
info: boxofficemojo.com.
Measured-media spending for
movies excludes spending for
DVDs. Numbers rounded.
1. Comcast in January 2011
bought 51% stake in
2005
Box-office gross sales ($ in billions)
NBC Universal. 2. Lions Gate
in January 2012 bought
Summit Entertainment, known
for its “Twilight Saga” series.
3. Excluding Summit
Entertainment.
$12
No. 1 film: “Harry Potter and
the Deathly Hollows - Part 2” 6
2010
9
3
0
World’s largest
pharmaceutical marketers:
Source: IMS Health. More info:
imshealth.com.
Numbers rounded. World
figures include prescription
and certain over-the-counter
sales. U.S. figures are
World’s largest pharma marketers
Based on worldwide dollar sales.The United States,home
to 4.5% of the world’s population,last year accounted for
37.4% of the industry’s worldwide drug sales.
SALES IN $ BILLIONS U.S.
WORLD
Pfizer, USA $25.1
$56.4
Novartis, Switzerland $19.2
$51.6
Merck & Co., USA $19.3
$40.1
Sanofi, France $11.8
$39.5
AstraZeneca, U.K. $19.9
$37.0
Roche, Switzerland $14.5
$34.9
GlaxoSmithKline, U.K. $14.2
$34.5
Johnson & Johnson, USA $12.1
$27.7
Abbott Laboratories, USA $11.5
$25.9
Teva, Israel $15.1
$23.9
PRESCRIPTION DRUGSN Best-selling drugs. Market share based on U.S. dollar sales.
MEASURED MEDIA
MARKET SHARE MILLIONS OF DOLLARS
RANK BRAND [PARENT, POTENTIAL GENERIC COMPETITION] 2011 2010 2011 2010
1 Lipitor [Pfizer, Nov. 2011] 2.41% + 2.37% $244 $272
2 Plavix [Bristol-Myers Squibb/Sanofi, May 2012] 2.13 + 1.98 51 127
3 Nexium [AstraZeneca, May 2014] 1.94 - 2.04 18 17
4 Abilify [Bristol-Myers Squibb/Otsuka, April 2015] 1.63 + 1.49 126 156
5 Advair Diskus [GlaxoSmithKline, NA] 1.44 - 1.52 137 200
5 Seroquel [AstraZeneca, March 2012] 1.44 + 1.43 81 80
5 Singulair [Merck, Aug. 2012] 1.44 + 1.33 73 95
8 Crestor [AstraZeneca, July 2016] 1.38 + 1.23 1 70
9 Cymbalta [Eli Lilly & Co., Dec. 2013] 1.16 + 1.04 100 152
10 Humira 1 [Abbott Laboratories, Dec. 2016] 1.09 + 0.94 94 34
Top 10 16.04 + 15.36 923 1,204
Industry total (U.S. drug sales, $ in billions) $319.9 + $308.6 4,339 4,450
prescription drugs including
insulin.
Prescription drugs:
Source: IMS Health (market
share); Medco Health
Solutions (estimated dates for
potential generic competition;
data as of January 2012).
More info: imshealth.com;
medcohealth.com.
Numbers rounded. 1. Tied for
10th place with Enbrel
(Amgen/Pfizer) and Remicade
(Johnson & Johnson).

4 June 25, 2012 | Advertising Age
Verizon
31.6 2011 market share
% Coke
14.7 2011 market share
%
WIRELESSN U.S. market share for wireless-service providers.
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK CARRIER [PARENT] 2011 2010 2011 2010
1 Verizon Wireless 1
2 AT&T
31.6% + 31.3% $1,327 $1,553
2
26.3 - 26.6 1,410 1,562
3 Sprint Nextel 3
15.6 - 16.1 881 973
4 T-Mobile 2 5
[Deutsche Telekom]
TracFone [America Movil]
9.5 - 12.2 517 582
4
7.1 + 6.0 99 50
6 MetroPCS Communications 3.2 + 2.8 117 104
7 U.S. Cellular [Telephone and Data Systems] 2.1 - 2.2 92 98
8 Cricket [Leap Wireless International] 1.9 + 1.8 67 86
Top 8 97.3 - 99.0 4,510 5,008
All other 2.8 + 0.9 506 448
Industry total (subscribers in millions) 331.6 + 311.0 5,016 5,456
100 LEADING NATIONAL ADVERTISERS 2012
46.9 % 25.3 % A-B InBev
AmEx
2011 market share
2011 market share
BEER MARKETERSN Market share based on U.S. shipment volume (barrels).
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK MARKETER [PARENT] (DIVISION) 2011 2010 2011 2010
1 Anheuser-Busch InBev 46.9% - 47.7% $513 $558
2 MillerCoors 1 [SABMiller] 28.4 - 28.8 402 396
3 Crown Imports 2
5.7 + 5.3 94 78
4 Heineken 3.8 - 3.9 125 123
5 Pabst Brewing Co. 2.7 = 2.7 2 3
6 North American Breweries 1.3 + 1.2 3 3
7 Diageo (Guinness) 1.2 = 1.2 26 27
8 D.G. Yuengling & Son 1.2 + 1.0 4 2
9 Boston Beer Co. 1.2 + 1.1 31 33
10 Mark Anthony Group (Mike’s Hard Lemonade) 0.7 + 0.6 12 10
Top 10 93.0 - 93.5 1,210 1,235
Industry total(barrels in millions 3 ) 210.2 - 213.2 1,220 1,242
Measured-media spending:
Source: WPP’s Kantar Media.
More info: kantarmediana.com.
Numbers rounded.
Beer marketers:
Source: Beer Marketer’s
Insights (U.S. market share,
U.S. industry sales). More info:
beerinsights.com.
Numbers rounded. Measured
spending for marketers’ beer
brands. 1. Joint venture.
SABMiller has 58% stake;
Molson Coors has 42%.
2. Grupo Modelo and
Constellation Brands
joint venture; A-B InBev as of
year-end 2011 owned 50.35%
direct and indirect equity
interest in Modelo.
3. Beer barrel = 31 gallons.
Wireless:
Source: ComScore MobiLens
(market share); CTIA (year-end
subscribers in millions). More
info: comscore.com; ctia.org.
Numbers rounded. U.S. network
operator market share based
on subscribers (age 13+) for
three months ended December
2011 and three months ended
December 2010 from
ComScore. 1. Verizon
Communications owns 55%;
Vodafone Group owns 45%.
2. AT&T in March 2011 agreed to
buy T-Mobile USA from
Deutsche Telekom; AT&T in
December 2011 terminated the
deal. 3. Includes prepaid brands
(Boost, Virgin Mobile USA);
excludes Clearwire, in which
Sprint Nextel has a minority
economic interest. 4. Ad
spending for America Movil;
bulk of spending for TracFone
and Straight Talk (TracFone’s
Walmart offering).
CREDIT CARDSN Share of general-purpose cards based on purchase volume.
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK MARKETER [PARENT] 2011 2010 2011 2010
1 American Express 1
25.3% + 24.6% $316 $521
2
3
Chase [JPMorgan Chase]
Bank of America
18.1 + 17.7 424 359
1
12.1 - 12.7 138 89
4 Citigroup 1
9.5 - 10.3 228 37
5 Capital One 5.6 + 5.3 261 200
6 Discover 1
4.9 = 4.9 142 155
7 U.S. Bank [U.S. Bancorp] 4.0 + 3.9 5 7
8 Wells Fargo 2.7 + 2.6 0 0
9 HSBC 1
1.6 = 1.6 8 16
10 USAA 1
1.5 = 1.5 1 0
Top 10 85.4 + 85.2 1,522 1,386
Industry total (purchase volume, $ in trillions) $2.050 + $1.870 2,196 1,761
BEVERAGESN Share based on U.S. sales volume for nonalcoholic beverages.
MARKET SHARE
MEASURED MEDIA
MILLIONS OF DOLLARS
RANK BRAND [PARENT] 2011 2010 2011 2010
1
2
Coke [Coca-Cola Co.]
Pepsi [PepsiCo]
14.7%
7.8
-
-
15.0%
8.3
$232
196
$265
148
3 Mountain Dew [PepsiCo] 4.6 = 4.6 24 21
4 Dr Pepper [Dr Pepper Snapple Group] 4.1 = 4.1 88 103
5 Gatorade 1 [PepsiCo] 3.5 + 3.2 106 112
6 Sprite [Coca-Cola Co.] 2.9 - 3.0 9 17
7 Nestlé Pure Life [Nestlé] 2.8 = 2.8 19 15
8 Poland Spring [Nestlé] 2.2 = 2.2 6 5
9 Tropicana [PepsiCo] 2.0 - 2.1 48 31
10 Dasani [Coca-Cola Co.] 1.7 + 1.6 6 4
Top 10 46.1 - 47.0 735 722
Industry total (gallons in billions) 29.542 + 29.280 1,639 1,526
Credit cards:
Source: The Nilson Report.
More info: nilsonreport.com.
Market share of generalpurpose
credit cards based on
total purchase volume in
dollars for U.S. credit-card
issuers. Numbers rounded.
Excludes cash advances.
Industry total measuredmedia
spending on credit
cards for credit-card issuers;
excludes MasterCard Inc. and
Visa Inc., whose customers
are banks that issue cards.
Measured-media spending
shown is for companies’ credit
cards. (Spending shown does
not include direct mail, a key
discipline for this category.)
Visa had U.S. measured-media
spending of $150.7 million in
2011 and $204.7 million in 2010.
MasterCard had U.S.
measured-media spending
of $118.7 million in 2011 and
$124.6 million in 2010.
1. American Express market
share excludes AmEx cards
issued by third parties.
Discover market share
excludes Discover cards
issued by third parties. BofA,
Citi, HSBC and USAA include
their AmEx-branded cards.
HSBC includes its Discoverbranded
cards.
Beverages:
Source: Beverage Marketing
Corp. More info:
beveragemarketing.com.
Numbers rounded. Market
share data for refreshment
beverages based on U.S. sales
volume in gallons. Brand
includes all trademark volume
(Coke, for example, includes
Coca-Cola, Diet Coke and
caffeine-free Coca-Cola).
1. Includes G2.

5 June 25, 2012 | Advertising Age
RETAILN Nation’s 10 largest retail advertisers, with share of total U.S. retail sales.
MEASURED MEDIA
SHARE OF U.S. RETAIL SALES MILLIONS OF DOLLARS
RANK MARKETER 2011 2010 2011 2010
1 Macy’s 1.0% = 1.0% $835 $888
2 Target Corp. 2.5 - 2.6 694 649
3 Sears Holdings Corp. 1.3 - 1.5 677 700
4 Walmart Stores 11.6 - 11.9 673 902
5 Home Depot 2.3 = 2.3 487 447
6 J.C. Penney Co. 0.6 - 0.7 444 413
7 Best Buy Co. 1.4 = 1.4 371 282
8 Lowe’s Cos. 1.8 = 1.8 344 389
9 Kohl’s Corp. 0.7 = 0.7 331 340
10 Gap Inc. 0.4 = 0.4 300 322
Top 10 23.9 - 24.4 5,156 5,332
Industry total (U.S. sales, $ in trillions 1 ) $2.759 + $2.611 15,849 15,577
100 LEADING NATIONAL ADVERTISERS 2012
Macy’s
1.0 Share of U.S.retail sales
% McDonald’s
9.2 2011 market share
%
Measured-media spending:
Source: WPP’s Kantar Media.
More info: kantarmediana.com.
Numbers rounded.
Retail:
Source: Census Bureau
(U.S. retail sales).
More info: census.gov.
Numbers rounded. 1. Industry
total (U.S. sales) is U.S. retail
sales excluding motor-vehicle
and parts dealers, gas stations
and fuel dealers.
Restaurants:
Source: 2012 Technomic Top
500 Chain Restaurant Report
(sales used to calculate
market share). More info:
technomic.com.
Numbers rounded.
Systemwide sales is
franchised plus companyowned
restaurants. 1. Share
based on estimated sales.
RESTAURANTSN Market share based on U.S. systemwide sales.
MEASURED MEDIA
MARKET SHARE MILLIONS OF DOLLARS
RANK CHAIN [PARENT] 2011 2010 2011 2010
1 McDonald’s [McDonald’s Corp.] 9.23% + 8.97% $963 $886
2 Subway [Doctor’s Associates] 3.08 + 2.94 475 429
3 Starbucks 1 [Starbucks Corp.] 2.63 + 2.51 98 94
4 Wendy’s 1 [Wendy’s Co.] 2.30 - 2.31 273 281
5 Burger King 1 [Burger King Holdings] 2.27 - 2.41 300 300
6 Taco Bell 1 [Yum Brands] 1.84 - 1.91 251 275
7 Dunkin’ Donuts[Dunkin’ Brands] 1.60 + 1.56 120 115
8 Pizza Hut 1 [Yum] 1.46 - 1.50 220 217
9 KFC 1 [Yum] 1.22 - 1.30 200 206
10 Applebee’s[DineEquity] 1.19 - 1.20 156 146
Top 10 26.81 + 26.60 3,055 2,950
Industry total (sales, $ in billions) $370.2 + $361.1 5,795 5,548