100 LEADING NATIONAL ADVERTISERS
Ranked by total U.S. advertising spending in 2008. Dollars in millions. RANK
2008 2007
TOTAL U.S. AD SPENDING
MARKETER HEADQUARTERS 2008 2007
U.S. MEASURED MEDIA BREAKOUT FOR 2008
TV RADIO INTERNET
% ESTIMATED MEASURED MAGAZINE NEWSPAPER OUTDOOR CHG UNMEASURED MEDIA
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
1 3
Procter & Gamble Co. Verizon Communications
Cincinnati New York Dallas Detroit New Brunswick, N.J. Rotterdam/London Burbank, Calif. New York Fairfield, Conn. Hoffman Estates, Ill. Dearborn, Mich. Brentford, Middlesex, U.K. Toyota City, Japan Clichy, France Bentonville, Ark. Charlotte, N.C.
$4,838.1 $5,180.0 3,700.0 3,073.0 2,901.1 2,529.2 2,422.6 2,217.6 2,207.7 2,019.3 1,864.9 1,856.0 1,827.0 1,690.4 1,673.1 1,659.8 1,650.0 3,379.9 3,430.0 3,060.2 2,408.8 2,417.9
-6.6 9.5 10.4 -5.2 5.0 0.2
$1,470.8 1,309.2 1,094.2 669.1 1,108.8 1,670.3 959.4 905.2 827.9 1,129.2 844.0 802.3 668.5 875.6 794.4 1,032.7
$3,367.3 2,390.8 1,978.8 2,232.0 1,420.4 752.3 1,258.2 1,302.6 1,191.4 735.7 1,012.0 1,024.7 1,022.0 797.6 865.4 617.3
$956.2 108.6 54.0 447.5 399.6 218.4 198.4 230.2 138.0 59.8 123.4 231.7 146.5 324.3 266.1 31.8
$187.1 681.9 288.6 320.9 46.8 29.1 145.1 204.2 171.0 191.2 54.0 29.1 18.9 32.5 29.3 163.5
$2.3 $2,153.6 85.9 63.2 23.4 5.4 2.1 45.2 50.8 43.9 0.3 11.4 0.3 20.9 1.4 2.3 10.0 1,164.9 1,329.3 1,176.4 901.9 478.7 672.0 691.0 672.0 432.3 721.0 742.4 761.4 431.4 448.2 138.6
$21.0 206.3 174.2 76.3 20.5 7.6 88.8 49.5 114.3 35.6 44.2 7.6 17.9 1.6 96.6 50.2
$47.0 143.3 69.6 187.5 46.3 16.3 108.7 76.8 52.1 16.5 57.9 13.6 56.3 6.5 22.8 223.2
2 AT&T 4 8 General Motors Corp. Johnson & Johnson
7 Unilever 10 Walt Disney Co. 5 Time Warner 13 11 General Electric Co. Sears Holdings Corp.
1,997.8 11.0 2,754.8 19.9
1,791.3 12.7 1,956.9 2,525.2 2,123.0 1,757.9 1,632.3 -4.7 26.5 13.9 -3.8 2.5
6 Ford Motor Co. 9 GlaxoSmithKline 15 Toyota Motor Corp.
18 L'Oreal 21 Walmart Stores 14 Bank of America
1,432.4 15.9 1,770.9 -6.8
Corp. 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 24 12 Anheuser-Busch InBev Sprint Nextel Corp. Leuven, Belgium/St. Louis Overland Park, Kan. Tokyo 1,587.3 1,500.0 1,464.9 1,356.8 1,337.8 1,314.0 1,293.9 1,292.4 1,272.1 1,254.6 1,239.0 1,233.0 1,201.0 1,199.3 1,195.6 1,186.1 1,178.6 1,174.3 1,138.8 1,129.6 1,056.8 1,360.0 16.7 1,800.0 1,736.8 1,518.9 1,307.5 1,316.0 1,362.3 1,291.1 1,508.0 1,234.3 1,194.0 1,195.0 1,150.1 1,422.9 1,121.9 1,117.7 1,181.7 16.7 15.7 10.7 2.3 -0.2 -5.0 0.1 15.6 1.6 3.8 3.2 4.4 15.7 6.6 6.1 -0.3 1,008.1 562.7 628.3 882.9 428.1 884.4 517.6 517.0 435.4 423.4 256.7 466.4 386.1 391.3 527.4 355.8 423.8 381.6 521.0 381.3 710.6 579.2 937.3 836.5 473.9 909.7 429.6 776.3 775.4 836.7 831.1 982.3 766.6 814.9 808.0 668.1 830.3 754.8 792.6 617.7 748.3 346.2 50.3 90.4 122.3 23.7 69.9 63.6 167.9 197.7 401.6 147.8 74.4 108.2 41.3 143.9 157.3 137.2 56.9 42.4 113.5 87.5 73.9 10.4 142.5 106.0 121.4 197.9 150.4 29.3 24.8 33.3 20.7 583.3 160.7 4.3 37.6 45.5 20.7 93.2 112.8 51.0 41.9 27.0 44.2 46.7 17.4 26.7 27.1 0.3 2.9 0.8 3.8 9.3 2.4 8.9 68.1 12.8 10.1 29.0 26.1 0.5 3.0 5.7 5.3 431.4 572.5 527.4 215.1 423.8 162.7 516.9 531.3 372.3 582.4 263.8 388.6 606.9 586.0 387.1 493.2 497.5 613.4 416.9 565.5 201.7 30.1 28.1 33.1 52.6 90.2 38.2 41.3 1.6 15.3 14.9 51.5 31.4 76.2 10.9 47.9 135.3 37.8 4.2 19.3 7.9 2.7 12.8 57.1 30.5 34.4 100.8 14.4 18.0 19.2 10.5 55.9 6.9 69.0 18.1 16.8 20.2 14.9 43.3 19.2 14.0 39.8 35.6
17 Sony Corp. 19
JPMorgan Chase New York & Co. New York Plano, Texas Purchase, N.Y. New York Northfield, Ill. Tokyo Cincinnati Minneapolis Oak Brook, Ill. Tokyo
26 News Corp. 25 J.C. Penney Co. 23 PepsiCo 27 Pfizer 20 Kraft Foods 29 Honda Motor Co.
32 Macy's 31 Target Corp. 34 22 McDonald's Corp. Nissan Motor Co.
37 U.S. Government Washington 38 Berkshire Hathaway Omaha, Neb. New York Minneapolis Vevey, Switzerland Auburn Hills, Mich. New York
33 Viacom 41 General Mills 28 Nestle 16 Chrysler Group 35 American
955.2 22.9 1,260.3 1,739.4 1,146.0 -9.6 35.1 -7.8
Express Co. 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 40 Mars Inc. 30 Home Depot 36 Citigroup 39 Yum Brands 43 Deutsche Telekom McLean, Va. Atlanta New York Louisville, Ky. Bonn, Germany London New York Menomonee Falls, Wis. Indianapolis Leverkusen, Germany Battle Creek, Mich. Redmond, Wash. Beaverton, Ore. Mooresville, N.C. Racine, Wis. Kenilworth, N.J. New York Atlanta Slough, Berkshire, U.K. Camden, N.J. Paris 1,037.6 1,000.0 970.7 960.7 940.3 934.0 906.2 890.0 847.1 840.2 820.3 802.3 790.4 789.0 774.7 770.1 770.0 752.1 725.8 711.1 687.3 986.5 1,200.0 1,135.3 1,004.4 900.0 927.6 5.2 16.7 14.5 -4.3 4.5 0.7 454.3 520.2 598.0 169.4 362.0 513.7 473.7 467.3 423.6 386.5 295.2 449.8 604.9 389.5 250.3 308.0 639.3 310.2 181.4 133.4 453.0 583.3 479.8 372.7 791.4 578.3 420.3 432.6 422.7 423.6 453.7 525.1 352.6 185.5 399.5 524.4 462.1 130.7 441.9 544.3 577.8 234.3 146.0 19.5 96.5 10.7 10.7 26.2 135.8 21.3 78.6 113.8 119.9 105.4 66.8 40.9 70.2 70.5 111.0 78.1 39.3 234.1 192.7 22.2 67.6 105.1 2.8 98.7 8.6 1.8 153.8 6.0 15.6 11.4 17.0 3.5 61.8 59.7 7.3 0.6 13.7 69.1 47.3 24.2 2.7 0.3 1.8 4.2 2.5 40.7 1.1 0.1 0.1 0.6 1.4 9.6 4.2 3.4 0.2 0.4 3.4 30.3 0.0 0.7 5.9 394.8 276.3 145.6 739.1 399.2 302.4 290.9 208.4 335.7 311.0 372.0 154.2 105.5 248.2 386.8 374.5 13.4 280.1 428.7 277.5 8.2 4.6 105.5 4.8 29.9 27.9 36.1 0.6 32.6 1.0 11.1 4.5 13.9 2.1 26.0 2.7 2.5 0.8 31.7 6.3 14.5 0.9 12.8 10.6 18.7 4.7 39.3 6.3 2.3 6.5 2.2 1.7 15.9 52.5 3.4 19.2 4.7 6.8 1.4 8.0 0.9 3.6 2.5
42 SABMiller 48 Bristol-Myers Squibb Co.
810.6 11.8 839.0 6.1
46 Kohl's Corp. 58 Eli Lilly & Co. 45 Bayer 44 Kellogg Co. 50 Microsoft Corp. 56 Nike 49 Lowe's Cos. 65 SC Johnson 47 53 Schering-Plough Corp. Estee Lauder Cos.
688.7 23.0 860.8 871.6 764.5 -2.4 -5.9 4.9
715.4 10.5 788.0 0.1
591.9 30.9 831.6 751.0 726.4 -7.4 2.5 3.5
55 Coca-Cola Co. 64 61 Reckitt Benckiser Campbell Soup Co.
625.1 16.1 670.3 667.3 6.1 3.0
62 LVMH Moet
Hennessy Louis Vuitton 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 59 Clorox Co. 57 Comcast Corp. 51 Capital One Financial Corp. Oakland, Calif. Philadelphia McLean, Va. Whitehouse Station, N.J. Madison, N.J. Richfield, Minn. Bloomington, Ill. London San Francisco Round Rock, Texas London Cincinnati Northbrook, Ill. San Francisco Seoul Columbus, Ohio Basel, Switzerland Boston Ingelheim, Germany Abbott Park, Ill. 686.3 669.8 654.1 617.7 614.0 596.0 576.1 576.0 549.1 538.2 536.6 532.0 526.2 525.0 512.8 502.0 494.7 483.8 683.2 692.6 757.0 751.8 745.0 569.6 0.5 -3.3 13.6 17.8 17.6 4.6 245.8 154.9 362.4 318.6 238.7 296.9 139.5 293.7 229.6 156.0 375.6 387.0 162.6 274.7 164.1 435.3 210.2 100.4 440.5 514.9 291.8 299.1 375.3 299.1 436.6 282.2 319.5 382.2 161.0 145.0 363.7 250.3 348.7 66.7 284.4 383.4 161.7 25.8 0.5 115.5 64.9 13.5 49.2 111.0 53.5 121.1 35.8 1.1 38.5 20.0 24.2 15.0 57.7 53.2 2.0 82.9 36.3 15.2 12.6 135.5 13.9 8.1 4.9 102.8 8.4 56.6 19.1 76.8 2.6 0.5 21.0 60.6 0.0 19.7 3.4 0.0 0.0 2.1 27.6 0.2 1.3 0.2 20.7 11.0 6.9 17.5 1.5 0.3 0.3 3.5 265.5 244.8 158.6 166.3 279.1 120.0 271.0 142.3 232.1 98.1 85.8 37.0 248.0 72.3 312.1 50.4 186.1 43.4 6.1 78.7 9.5 0.2 10.3 5.8 34.2 0.6 16.4 2.5 8.3 37.9 39.4 35.4 2.3 0.0 12.1 10.0 5.2 63.1 83.6 1.8 8.5 22.1 40.6 20.0 11.3 57.5 2.0 1.3 11.8 28.3 6.0 0.6 7.2 212.7
52 Merck & Co. 54 Wyeth 68 Best Buy Co. State Farm 87 Mutual Auto Insurance Co. 69 AstraZeneca 66 Visa 63 Dell 67 Diageo 73 Kroger Co. 71 Allstate Corp. 70 60 Wells Fargo & Co. Hyundai Motor Co.
431.2 33.6 566.5 581.0 630.8 576.5 506.0 536.8 548.0 676.1 507.0 450.0 499.0 1.7 -5.5 14.7 -6.9 5.1 -2.0 -4.2 24.2 -1.0 9.9 -3.0
72 Limited Brands 84 Novartis FMR Corp. 75 (Fidelity Investments) 74 Boehringer Ingelheim
77
482.1 470.9
505.3
-4.6
197.6 202.5
284.6 268.4
46.8 80.0
5.4 2.1
0.1 0.5
228.7 144.3
3.1 6.3
0.5 35.3
78 107 Abbott
329.7 42.9
Laboratories 79 80 81 82 85 Progressive Corp. Wendy's/Arby's Group Mayfield Village, Ohio Atlanta Armonk, N.Y. El Segundo, Calif. Purchase, N.Y. 470.4 453.4 445.7 442.0 437.5 459.7 445.0 459.0 2.3 1.9 -2.9 176.4 33.8 265.1 60.3 173.1 294.0 419.6 180.6 381.7 264.4 5.6 0.9 85.9 26.7 28.6 0.9 0.8 19.6 33.3 3.9 0.7 5.7 5.2 0.4 4.6 234.2 375.9 51.3 311.0 197.6 10.3 33.4 2.8 6.5 18.0 42.3 2.8 15.8 3.8 11.7
83 IBM Corp.
82 101 DirecTV Group 83 77 MasterCard Doctor's 88 Associates (Subway) 78 eBay 76 Sanofi-Aventis 80 Safeway 79 Hewlett-Packard Co.
356.4 24.0 488.7 10.5 5.4 12.0 14.2 11.2 13.2 10.7
84
Milford, Conn.
432.0
410.0
56.0
376.0
15.8
1.7
4.5
327.4
21.2
5.4
85 86 87 88
San Jose, Calif. Paris Pleasanton, Calif. Palo Alto, Calif.
429.1 422.8 420.2 412.1
487.8 493.1 473.3 475.0
353.3 216.3 272.7 188.8
75.9 206.5 147.5 223.3
1.7 92.0 0.4 71.0
0.8 6.8 16.5 17.2
0.1 0.0 2.8 0.4
17.1 104.7 29.5 69.4
7.4 0.2 93.4 7.5
48.7 2.8 4.8 57.8
89
Qwest 81 Communications International
Denver Wolfsburg, Germany NA El Segundo, Calif. Stuttgart, Germany New York (Ludwigshafen, Germany) Miami
411.0
460.0
333.5
77.5
6.4
4.7
4.0
54.0
4.4
4.0
90 127 Volkswagen 91 92 90 Circuit City Stores
407.2 404.6 403.4 401.3
279.0 46.0 402.9 402.2 0.4 0.3
122.2 155.1 187.0 120.4
285.1 249.5 216.4 280.9
21.5 0.6 27.1 52.5
14.2 98.3 1.6 16.0
1.4 0.0 0.4 4.5
230.5 117.6 185.5 185.5
4.4 1.1 1.1 16.7
13.1 31.8 0.7 5.7
91 Mattel
93 124 Daimler Coty (JAB Investments) Burger King Holdings
287.3 39.7 11.2 6.5
94
86
394.7
444.8
205.3
189.5
164.6
2.6
0.2
21.7
0.1
0.3
95
97
387.8
364.0
61.2
326.6
9.8
0.5
7.0
249.0
56.9
3.3
96 97
92 Fortune Brands 96 ColgatePalmolive Co.
Deerfield, Ill. New York Santa Monica, Calif. Omaha, Neb. Amsterdam
386.0 384.3
395.0 372.3
-2.3 3.2
287.5 232.5
98.5 151.8
51.6 32.8
3.8 34.4
6.4 0.0
34.4 72.0
0.7 2.3
1.5 10.3
Lions Gate 98 112 Entertainment Corp. 99 100 89 ConAgra Foods 99 Philips Electronics
375.4
313.4 19.8 13.0 -3.0
102.3
273.1
12.0
35.3
5.3
188.1
18.7
13.8
352.4 351.5
404.8 362.4
135.7 301.7
216.7 49.8
59.7 11.6
17.4 2.1
0.1 0.0
136.4 30.7
1.0 4.8
2.2 0.6
Source: Ad Age DataCenter. Notes: Numbers rounded. 2008 and 2007 rankings based on data compiled in 2009. Measured media from WPP's TNS Media Intelligence (www.tnsmi.com) and TNS's Marx Promotion Intelligence (FSIs; www.tnsmi-marx.com) based on spending in 19 media: magazines—consumer magazines, Sunday magazines, local magazines and business-to-business magazines; newspaper—local and national newspapers (including FSIs); television—broadcast network TV, spot TV, syndicated TV and network cable TV; radio—network, national spot and local; Spanish-language magazines, newspapers and TV networks; outdoor; and internet (display advertising; excludes paid search and broadband video). Unmeasured spending is Ad Age DataCenter estimate including direct marketing, promotion, internet paid search and other forms of spending not tracked in measured media. See Methodology. A ranking of the top 100 U.S. advertisers in 2008