Marketers
U.S.MARKETLEADERS
Largest players in markets from auto to wireless. Data from
100 LNA. U.S. measured-media ad spending from Kantar Media.
RETAIL
2010 U.S. car/light-truck market share and measured media, in millions.
SHARE
MEASURED
MEDIA
Biggest retailers. Share
of U.S. retail sales in 2010.
1. General Motors Co.
19.1%
$2,171
2. Ford Motor Co.
16.9%
$1,157
3. Toyota Motor Corp.
15.2%
$1,122
4. Honda Motor Co.
10.6%
$690
5. Fiat (Chrysler Group) 1
9.4%
$873
6. Nissan Motor Co.
7.8%
$611
7. Hyundai Motor Co. 2
4.6%
$316
8. Volkswagen
3.1%
$293
9. Kia Motors Corp. 2
3.1%
$278
10. BMW
2.3%
$169
1.
Walmart Stores
$903 million
11.8%
12.2%
2.
Macy’s
$890 million
0.9%
0.9%
3.
Sears Holdings Corp.
$702 million
1.5%
1.6%
4.
Target Corp.
$650 million
2.5%
2.6%
5.
Home Depot
$448 million
2.3%
2.3%
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
Top 10 total
92.2%
$7,680
WIRELESS
Biggest wireless providers.
U.S. market share in 2010.
1.
Verizon Wireless4
$1.55 billion
31.3%
31.2%
2.
AT&T5
$1.67 billion
26.6%
25.0%
3.
Sprint Nextel6
$986 million
16.1%
15.9%
4.
T-Mobile5 (Deutsche Telekom)
$582 million
12.2%
12.1%
Top 4 total
$4.78 billion
86.2%
84.2%
RESTAURANTS
Biggest chains. Share based on
2010 U.S. systemwide sales.
1.
McDonald’s
$888 million
9.0%
8.6%
2.
Subway
$429 million
2.9%
2.8%
3.
Starbucks7
$43 million
2.5%
2.3%
4.
Burger King7
$301 million
2.4%
2.5%
5.
Wendy’s7
$283 million
2.3%
2.3%
MEASURED
SHARE MEDIA
2010 market share for best-selling drugs and measured media, in millions.
1. Lipitor Pfizer
2.3%
$272
2. Nexium AstraZeneca
2.0%
$17
3. Plavix Bristol-Myers Squibb/Sanofi
2.0%
$127
4. Advair Diskus GlaxoSmithKline 1.5%
$200
5. Abilify Bristol-Myers Squibb/Otsuka 1.5%
$156
6. Seroquel AstraZeneca
1.4%
$81
7. Singulair Merck
1.3%
$70
8. Crestor AstraZeneca
1.2%
$95
9. Actos Takeda Pharmaceutical Co.
1.1%
$41
10. Epogen (three-way tie) 3 Amgen
1.1%
$0
Top 10 total
15.6%
$1,059
BEER
Biggest brewers. Share based
on 2010 U.S. shipment volume.
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
MEASURED MEDIA
SHARE 2010
2009
1.
Anheuser-Busch InBev
$555 million
47.9%
48.9%
2.
MillerCoors8 (SABMiller)
$394 million
28.9%
29.5%
3.
Crown Imports9
$78 million
5.3%
5.1%
4.
Heineken10
$124 million
4.0%
4.0%
5.
Pabst Brewing Co. 11
$3 million
2.7%
2.7%
PERSONAL CARE
Most-advertised U.S. brands
in 2010. Share of advertising12.
1.
L’Oréal Paris (L’Oréal)
$441 million
6.9%
6.1%
2.
Olay (Procter & Gamble Co.)
$333 million
5.2%
6.0%
3.
Maybelline New York (L’Oréal)
$256 million
4.0%
2.7%
4.
CoverGirl (P&G)
$242 million
3.8%
3.6%
5.
Garnier (L’Oréal)
$228 million
3.6%
3.0%
HOUSEHOLD PRODUCTS
Most-advertised U.S. brands
in 2010. Share of advertising13.
1.
Tide(P&G)
$177 million
7.5%
6.0%
2.
Clorox (Clorox Co.)
$173 million
7.3%
9.1%
3.
Glade (SC Johnson)
$134 million
5.6%
5.5%
4.
Febreze (P&G)
$132 million
5.6%
3.7%
5.
Swiffer (P&G)
$132 million
5.6%
5.5%
See expanded data: AdAge.com/lna2011. From 100 Leading National Advertisers 2011
(June 20, 2011). Numbers rounded. U.S. 2010 measured-media ad spending from Kantar Media
as analyzed byAd Age DataCenter. More info: kantarmediana.com.
Auto marketers: Source: Automotive News (market share). More info: autonews.com.
U.S. unit market share for cars and light trucks. U.S. measured ad spending for automakers;
excludes dealer advertising. 1. Market share and ad spending for Chrysler Group. Fiat owns
majority stake in Chrysler. 2. Hyundai Motor Co. owns 33.7% of Kia Motors Corp.
Prescription drugs: Source: IMS Health. More info: imshealth.com. U.S. market share based on
dollar sales. Marketer(s) shown next to drug brand. 3. Epogen (Amgen) tied for 10th place
with Remicade (Johnson & Johnson) and Enbrel (Amgen/Pfizer).
Retail: Source: Census Bureau (U.S. retail sales). More info: census.gov. Share of sales based on
total U.S. retail sales, excluding motor vehicle and parts dealers, gas stations and fuel dealers.
Wireless: Source: ComScore MobiLens (market share for fourth-quarter 2010 and 2009).
More info: comscore.com. 4. Verizon Communications owns 55%; Vodafone Group owns 45%.
5. In March 2011, AT&T announced deal to buy T-Mobile USA from Deutsche Telekom. Justice
Department has sued to block deal. 6. Includes prepaid brands (Boost, Virgin Mobile). Excludes
Clearwire, in which Sprint Nextel had 54% noncontrolling interest as of September 2011.
Restaurants: Source: 2011 Technomic Top 500 Chain Restaurant Report (sales used to calculate
share). More info: technomic.com. Market share in 2010 based on systemwide sales
(franchised plus company-owned restaurants). 7. Share based on estimated sales.
Beer: Source: Beer Marketer’s Insights (market share). More info: beerinsights.com. Measured
spending for marketers’ beer brands. 8. Joint venture. SABMiller, 58% stake; Molson Coors, 42%.
9. Grupo Modelo and Constellation Brands joint venture. A-B InBev has 50.2% economic
interest in Grupo Modelo. 10. Heineken in 2010 bought beer operations of Mexico’s Femsa.
11. In 2010, Metropoulos & Co. bought Pabst.
Personal care: 12. Share shown is brand’s share of U.S. personal-care measured-media spending.
Share based on broadly defined group of personal-care products.
Household products: 13. Share shown is brand’s share of U.S. household-product measured-media
spending. Share based on broadly defined group of household products including household
supplies, soaps, cleaners, polishes and batteries.
