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BtoB

Methodology

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BtoB selected 50 leading b-to-b advertisers based on qualitative and quantitative analysis of marketer spending strategies, survey data and input from editors and reporters. Total media spending figures for the Top 50 B-to-B Advertisers in 2012 are based on BtoB's exclusive analysis of data from Kantar Media. Kantar tracks ad spending from a variety of media, including business publications and consumer media such as TV, magazines, newspapers, radio, outdoor and the Internet. Consumer media includes some b-to-b advertising. BtoB analyzed these consumer media data by category. Final tallies include all spending in some classifications (such as boards of trade) and percentages of other categories (such as telecommunications and computers). Kantar changes the composition of some categories from year to year. Spending figures for parent companies and their subsidiaries are combined to get total expenditures for the entire organization. Totals are BtoB estimates.
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