ADVERTISERS
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Top 100’s spending, brands, agencies and
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AdAge.com/lna2010
Comprehensive rankings of 100 LNA including top
spenders by medium and ad spending by category.
Links to Ad Age’s LNA rankings back to 1997.
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price cuts. In its 10-K filing, the personal-
care products marketer said it cut 2009
worldwide ad expenses by $24.8 mil-
lion—or by about 10% vs. 2008—“as a
result of achieving lower advertising
rates, while increasing the level of media
support.”
It’s apt that marketers used the word
“deflation” to discuss media prices, for
2009 in economic terms was a deflation-
ary year: The U.S. Consumer Price Index
(annual average) fell 0.4% in 2009, the
first decline since 1955.
The easy savings for marketers probably are over. Consensus is the 2007-2009
Great Recession ended in third-quarter
2009, giving way to a weak economic
recovery—and some increased demand
for media.
U.S. measured-media spending in
first-quarter 2010 rose 5.1% for all adver-
tisers (and 11.0% for the top 100 advertis-
ers), the first quarterly gain since first-
quarter 2008, according to WPP’s Kantar
Media. More demand from buyers means
media sellers—at least strong media
properties—should feel less need to give
away the store. (See story on TV’s resur-
gence, P. 6.)
INSIDE
TOP ADVERTISERS
BY MEDIUM
Telecoms are No. 1 in
five media. P. 14
TOP MEGABRANDS
Walmart brand
surges 36%. P. 14
MARKET LEADERS
Biggest players from
auto to wireless. P. 18
AD MARKET STATS
100 LNA, Kantar,
ZenithOptimedia. P. 22
ADVERTISING AS
PERCENT OF SALES
How industry rivals
stack up. P. 24
the percentages.
Measured spending in automotive—
the second-largest ad category, after
retail—crashed 22.8%, according to Ad
Age’s analysis of Kantar data. U.S. auto
sales last year plunged 21.2% to the lowest level since 1982, according to Ad Age
sibling Automotive News.
Auto sales and auto ad spending have
seen gains in 2010, though the market is
hardly surging.
There are signs of hope. One year ago,
General Motors Corp. was steering
through a government-sanctioned bankruptcy. GM slashed ad spending last year,
but it remained the auto industry’s largest
U.S. advertiser in 2009 and in first-quarter 2010. Today, successor General
Motors Co. is moving toward a highly
anticipated initial public offering of stock.
If the IPO sizzles, Uncle Sam—GM’s
61% owner—will be in a strong position
to start selling its stake.
CONTRIBUTING: MATTHEW CARMICHAEL
NATIONAL ADVERTISERS: 26 TO 50
Ranking continues on P. 12
By total U.S. advertising spending in 2009. Dollars in millions.
RANK
2009 2008 MARKETER
HEADQUARTERS
TOTAL U.S. SPENDING ESTIMATED MEASURED
2009 CHG UNMEASURED MEDIA
MAGAZINE
U.S MEASURED MEDIA SPENDING BREAKOUT IN 2009
26 25 Sony Corp.
Tokyo
$1,219.3
- 5. 1
$426.3
$793.1
$42.6
$106.7
$21.2
$545.9
$41.4
$35.2
27 28 Target Corp.
Minneapolis
1,167.0
- 5. 4
514.2
652.8
82.9
146.6
9.0
302.9
33.8
77.5
28 24 J.C. Penney Co.
Plano, Texas
1,167.0
-11.2
803.1
363.9
51.6
103.4
2. 8
158.8
31. 3
16. 1
29 33 Berkshire Hathaway
Omaha, Neb.
1,153.6
- 2. 7
346.1
807.5
132.0
19. 8
31. 5
502.9
108.8
12. 5
Thirty-three
advertisers
spent $1 billion-
pluson U.S.
advertising
in 2009.
30 23 News Corp.
New York
1,117.0
- 16. 5
351.2
765.8
56.1
201.0
18. 5
378.7
64.3
47.1
31 27 Macy’s
Cincinnati
1,087.0
- 12. 3
176.8
910.2
75.4
536.1
2. 3
242.9
33.7
19. 8
32 48 Microsoft Corp.
Redmond, Wash.
1,058.6
31. 9
540.5
518.1
55.6
3. 9
2. 9
375.2
5. 3
75.1
33 32 U.S. Government
Washington
1,034.1
- 13. 5
456.2
577.9
110.6
32. 7
7. 3
365.6
32.0
29. 7
34 46 General Mills
Minneapolis
993.4
18. 3
141.4
852.0
20. 8
89.6
0.4
696.5
5. 1
39.5
35 37 PepsiCo
Purchase, N. Y.
958.2
- 12. 8
328.0
630.3
147.8
21. 4
29. 3
365.9
35.7
30. 3
36 26 Honda Motor Co.
Tokyo
935.9
- 25. 4
315.9
620.0
106.0
7. 9
4. 5
429.0
13. 4
59.2
37 34 Viacom
New York
932.1
- 20. 9
359.8
572.3
37.7
53.3
19.0
395.4
28. 7
38.2
38 42 SABMiller (MillerCoors)
London/Chicago
926.8
-0.8
509.7
417.2
15. 8
3. 5
41.2
317.9
32. 5
6. 2
39 40 Yum Brands
Louisville, Ky.
882.4
- 8. 2
171.4
711.0
12. 4
2. 5
5. 3
650.6
30. 3
9. 9
40 47 Kellogg Co.
Battle Creek, Mich.
856.7
4. 4
261.7
595.0
119.1
13. 6
0.0
409.2
1. 4
51.7
41 43 Kohl’s Corp.
Menomonee Falls, Wis.
846.0
- 4. 9
480.2
365.8
5. 5
136.5
0.1
170.8
36.1
16. 8
42 41 Deutsche Telekom
Bonn, Germany
834.5
-11.2
321.3
513.2
24. 7
41.1
5. 5
389.4
12. 1
40.4
43 36 Chrysler Group
Auburn Hills, Mich.
824.6
- 27.0
248.6
576.0
49.8
78.4
3.0
382.6
14. 4
47.9
44 38 Mars Inc.
McLean, Va.
779.0
- 24. 9
317.4
461.6
131.4
25.0
6. 3
283.8
2. 4
12. 7
45 66 AstraZeneca
London
760.4
32.0
387.8
372.6
96.9
11.2
0.0
211.3
1. 3
51.9
46 52 Lowe’s Cos.
Mooresville, N.C.
750.0
- 4. 9
386.6
363.4
34.8
49.7
6. 4
225.3
20. 6
26. 6
Ad Age DataCenter produced
Advertising Age’s 55th annual
100 LNA report.
47 44 Eli Lilly & Co.
Indianapolis
748.3
-11.7
374.2
374.2
48.3
29. 2
0.1
269.1
0.9
26. 5
48 55 Coca-Cola Co.
Atlanta
721.5
- 4. 1
315.4
406.1
73.5
20.0
30. 7
238.4
22. 5
21.0
49 57 Bristol-Myers Squibb Co.
New York
719.3
1. 7
295.2
424.1
120.6
3. 6
0.4
292.4
0.0
7. 2
Report staff: Bradley Johnson,
Kevin Brown, Maureen Morrison,
Keri Lynch, David Copp,
Rahel Fissha, Katy Gallagher,
Alicia Lasek, Catherine Wolf.
50 59 Clorox Co.
Oakland, Calif.
711.2
3. 6
233.3
478.0
181.5
4.0
0.0
264.5
5. 4
22. 5
Source: Ad Age DataCenter.
