|
In the Adage Top 100 list, General Motors is followed by AOL Time
Warner ($2,923 million); Procter & Gamble ($2,673 million);
Pzifer ($2,566 million) and Ford Motor Company ($2,252 million).
In fact, Pzifer increased its spend by 10.1 per cent over 2001 in
order to dethrone Ford from the fourth position (in 2001) - Ford
decreased spends by 4.5 per cent.
Apart from AOL Time Warner, another entertainment company Walt
Disney spent $1,803 million and is ranked in the seventh spot. FMCG
behemoth Unilever is ranked tenth with a spend of $1,640 million
whereas Johnson & Johnson is ranked eight with $1,799 million.
The other media companies in the list are Sony Corp. (11) with
$1,621 million, Viacom (16) $ 1,260 million, News Corp. (43) $716
million, Vivendi Universal (54) $591 million and General Electric
(55) with $579 million.
Spends on different media in the US - Adage study
|
Media
vehicles in the US
|
2002
share
($ million)
|
2001
share ($ million)
|
|
Magazine
|
16,749
|
16,417
|
|
Sunday
magazine
|
1,314
|
1,157
|
|
Newspaper
|
19,347
|
17,729
|
|
National
newspaper
|
2,799
|
2,932
|
|
Outdoor
|
2,398
|
2,380
|
|
Network
TV
|
20,015
|
18,638
|
|
Spot
TV
|
16,172
|
14,100
|
|
Syndicated
TV
|
2,946
|
3,192
|
|
Cable
TV networks
|
10,783
|
10,291
|
|
Network
radio
|
965
|
834
|
|
National
spot radio
|
2,446
|
2,164
|
|
Internet
|
5,740
|
6,518
|
|
Yellow
Pages
|
13,776
|
13,592
|
|
Measured
media
|
115,450
|
109,945
|
|
Unmeasured
estimates
|
121,425
|
121,342
|
|
Total
US advertising
|
236,875
|
231,287
|
The 100 leading American advertisers are selected from the 250 largest
US advertisers based on measured media spending in 2002. That group
is pared to 100 after estimated unmeasured expenditures are added.
Measured media advertising is the spending in 14 national consumer
media monitored by TNS Media Intelligence/CMR and Yellow Pages from
Yellow Pages Integrated Media Association.
|
