lna 2007 profiles Y rev1.qxp - Advertising Age

8 | Advertising Age | June 25, 2007
DATACENTER 100 LEADING NATIONAL ADVERTISERS: MARKETER PROFILES YEARBOOK
DOMESTIC ADVERTISING SPENDING TOTALS BY MEDIUM
Ranked by total U.S ad spending in 2006
ALL U.S. ADVERTISING SPENDING FROM TNS
ADVERTISING EXPENDITURES MEDIUM AS % OF TOTAL COEN’S U.S. TOTALS*
MEDIA 2006 2005 % CHG 2006 2005 2006 2005 % CHG
Magazine $23,346 $22,311 4.6 8.2 8.2 $13,425 $12,847 4.5
Sunday magazine 1,881 1,739 8.2 0.7 0.6 NA NA NA
Business publication 4,145 4,260 -2.7 1.5 1.6 4,320 4,170 3.6
Local magazine 462 428 7.9 0.2 0.2 NA NA NA
National newspaper 3,539 3,428 3.2 1.2 1.3 7,241 7,465 -3.0
Local newspaper 24,433 25,218 -3.1 8.6 9.3 40,468 39,870 1.5
FSI 1,828 1,817 0.6 0.6 0.7 NA NA NA
Network TV 25,900 25,033 3.5 9.1 9.2 16,934 16,128 5.0
Spot TV 18,492 16,651 11.1 6.5 6.1 26,117 24,300 7.5
Syndicated TV 4,235 4,223 0.3 1.5 1.6 4,080 3,865 5.6
Cable TV network 16,746 16,197 3.4 5.9 6.0 19,119 18,296 4.5
Network radio 1,005 1,010 -0.5 0.4 0.4 NA NA NA
National spot radio 2,695 2,604 3.5 0.9 1.0 4,411 3,469 27.2
Local radio 7,355 7,404 -0.7 2.6 2.7 15,203 15,357 -1.0
Outdoor 3,831 3,529 8.6 1.3 1.3 6,615 6,232 6.1
Direct mail NA NA NA 0.0 0.0 59,912 55,218 8.5
Internet 9,756 8,318 17.3 3.4 3.1 9,705 7,764 25.0
Measured 149,649 144,170 3.8 52.5 53.2 227,550 214,981 5.8
Unmeasured 135,457 126,930 6.7 47.5 46.8 57,556 56,119 2.6
Total U.S. 285,106 271,100 5.2 100.0 100.0 285,106 271,100 5.2
Notes: Dollars are in millions. Media expenditures by medium from TNS Media Intelligence. Magazines include Spanish-language magazines. Newspapers include Spanish-language newspapers. Network TV includes Spanish-language TV networks. Spot TV includes
Snapish-language Spot TV. The total for ALL U.S. ADVERTISING media expenditures ($285.1 billion) is from Robert J. Coen’s media analysis at Universal McCann. *The ALL U.S. ADVERTISING unmeasured is the Coen total minus the TNS total media.
METHODOLOGY
THE 100 LEADING NATIONAL Advertisers are
selected from the 300 largest national advertisers
based on measured U.S. media spending.
That group is pared to 100 after estimated
unmeasured expenditures are added.
MEASURED MEDIA
Measured media advertising is estimated
U.S. spending across 19 media. It consists of
18 media tracked by TNS Media Intelligence
(tns-mi.com) in its Stradegy product plus
freestanding inserts tracked by TNS’s Marx
Promotion Intelligence (tnsmi-marx.com).
Measured media include:
TV: network TV (ABC, CBS, Fox, NBC,
CW, MyNetwork); cable networks (52); spot
TV (600 English, 35 Spanish stations in 100
markets); syndicated TV; Spanish TV networks
(Telefutura, Telemundo, Univision).
Internet (2,500-plus sites; excludes paid
search and broadband video).
Radio: local radio (500 stations in 28 top
markets); national spot radio (4,000 stations
in 225-plus markets); network radio (4).
Magazines: consumer magazines (350plus);
Sunday magazines (5); local magazines
(30); B-to-B titles (480).
Newspapers: local papers (250); national
papers (NYT, USA, WSJ); Spanish newspapers
(65).
Outdoor (200-plus markets).
UNMEASURED SPENDING
Unmeasured spending is an Ad Age
DataCenter estimate that includes direct
marketing, sales promotion, co-op spending,
coupons, catalogs, product placement, special
events and unmeasured forms of internet
media (such as paid search). Essentially,
unmeasured is the difference between a company’s
measured media (from TNS) and its
total ad costs (either reported by the company
or estimated by Ad Age). A company’s
reported ad costs are weighted by Ad Age to
reflect a U.S.-only percentage.
MERGERS & JOINT VENTURES
Brands and companies that the Leaders
acquire or divest are treated pro forma in this
report, as if the deals occurred at the beginning
of a company’s previous fiscal year
(2005). Media spending for those brands or
units is folded into or removed from a Leader
for two consecutive years (2005 and 2006).
A Leader must own more than 50% of a
product or unit for that product or unit’s
media to be consolidated with the Leader.
Joint ventures with 50/50 ownership are
treated as standalone properties by Ad Age.
Sony, for example, is not credited with ad
spending for Sony BMG Music
Entertainment and Sony Ericsson Mobile
Communications, two such ventures.
TOP BRANDS
Ad Age determined the top 200 brands by
aggregating measured spending for all products
or services that fall under that brand.