Second 100 Leading National Advertisers, 2014 edition

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SECOND 100 LEADING NATIONAL ADVERTISERS
RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2013. Dollars in millions.
RANK TOTAL U.S. AD SPENDING 2013 SPENDING BREAKOUT
2013 2012 MARKETER HEADQUARTERS 2013 2012 % CHG ESTIMATED UNMEASURED MEASURED MEDIA
101 109 Adidas Group Herzogenaurach, Germany $389.9 $386.5 0.9 $271.9 $118.1
102 123 Pernod Ricard Paris 389.0 336.0 15.8 349.7 39.3
103 116 Chanel Paris 386.4 362.0 6.7 237.6 148.8
104 108 Burger King Worldwide Miami 382.6 386.8 -1.1 125.3 257.4
105 120 VF Corp. Greensboro, N.C. 382.3 338.5 12.9 239.3 143.0
106 95 Lions Gate Entertainment Corp. Santa Monica, Calif. 379.1 418.4 -9.4 58.1 321.0
107 90 Zurich Financial Services Group Zurich 376.4 456.1 -17.5 184.4 192.0
108 96 Safeway Pleasanton, Calif. 372.6 416.7 -10.6 238.8 133.8
109 113 Church & Dwight Ewing, N.J. 371.8 374.8 -0.8 0.0 371.8
110 136 Priceline Group Norwalk, Conn. 368.5 299.2 23.1 241.4 127.1
111 100 Hewlett-Packard Co. Palo Alto, Calif. 367.7 408.7 -10.0 252.9 114.8
112 119 Dunkin' Brands Group Canton, Mass. 362.8 338.7 7.1 233.8 129.0
113 141 Mazda Motor Corp. Hiroshima, Japan 360.7 286.9 25.7 88.4 272.3
114 92 Campbell Soup Co. Camden, N.J. 360.0 430.4 -16.4 0.0 360.0
115 107 U.S. Bancorp Minneapolis 357.0 388.0 -8.0 314.0 43.0
116 126 Charter Communications St. Louis 357.0 325.0 9.8 312.0 45.0
117 191 Liberty Interactive Corp. Englewood, Colo. 356.1 188.9 88.5 314.1 42.0
118 103 Coty New York 354.5 398.3 -11.0 132.9 221.7
119 118 Wendy's Dublin, Ohio 351.5 347.0 1.3 61.8 289.7
120 133 Nationwide Financial Services Columbus, Ohio 350.3 309.6 13.1 44.1 306.2
121 115 Staples Framingham, Mass. 349.9 367.3 -4.7 275.1 74.8
122 104 Liberty Mutual Insurance Co. Boston 344.4 394.2 -12.6 159.4 185.0
123 134 Luxottica Group Milan/Port Washington, N.Y. 343.6 307.9 11.6 202.0 141.6
124 94 Amgen Thousand Oaks, Calif. 337.7 423.3 -20.2 130.9 206.9
125 122 Novartis Basel, Switzerland 335.8 337.1 -0.4 126.1 209.7
126 131 Heineken Amsterdam 330.5 311.3 6.2 207.1 123.4
127 162 Abbott Laboratories Abbott Park, Ill. 328.4 232.7 41.2 142.8 185.6
128 135 MasterCard Purchase, N.Y. 328.0 302.3 8.5 199.4 128.6
129 130 Intel Corp. Santa Clara, Calif. 327.7 313.0 4.7 242.3 85.4
130 102 CVS Caremark Corp. Woonsocket, R.I. 325.5 402.6 -19.1 244.3 81.3
131 145 Bacardi Ltd. Hamilton, Bermuda 322.5 279.8 15.2 232.0 90.5
132 121 Bose Corp. Framingham, Mass. 320.0 337.5 -5.2 110.5 209.5
133 106 SC Johnson Racine, Wis. 316.1 389.0 -18.7 52.3 263.8
134 128 FMR Corp. (Fidelity Investments) Boston 311.6 319.6 -2.5 93.5 218.1
135 129 Advance Publications Staten Island, N.Y. 304.1 318.5 -4.5 89.6 214.4
136 137 Fedex Corp. Memphis, Tenn. 302.1 294.3 2.6 215.5 86.6
137 153 Fuji Heavy Industries (Subaru) Tokyo 300.1 252.1 19.0 73.5 226.6
138 166 TJX Cos. Framingham, Mass. 298.6 226.9 31.6 81.9 216.7
139 125 UnitedHealth Group Minnetonka, Minn. 298.5 326.7 -8.6 119.4 179.1
140 148 Carnival Corp. Miami 294.4 272.4 8.1 205.5 88.9
141 140 DineEquity Glendale, Calif. 293.7 287.9 2.0 59.8 233.8
142 132 Mondelez International Deerfield, Ill. 290.8 309.7 -6.1 90.9 200.0
143 142 LG Group Seoul 287.1 285.0 0.7 187.2 99.8
144 99 Dell Round Rock, Texas 281.7 413.0 -31.8 148.3 133.5
145 124 General Electric Co. Fairfield, Conn. 277.1 327.8 -15.4 113.5 163.7
146 201 Rock Holdings (Quicken Loans) Detroit 276.9 169.7 63.2 102.4 174.4
147 139 BMW Munich, Germany 274.5 288.0 -4.7 107.1 167.4
148 138 Office Depot Boca Raton, Fla. 273.0 288.3 -5.3 168.0 105.0
149 147 Nintendo Co. Kyoto, Japan 269.6 275.4 -2.1 212.3 57.3
150 149 Toys R Us Wayne, N.J. 263.7 270.2 -2.4 124.2 139.5
151 156 Lego Group Billund, Denmark 257.0 246.5 4.3 172.2 84.8
152 159 Charles Schwab Corp. San Francisco 257.0 241.0 6.6 76.3 180.7
153 171 Netflix Los Gatos, Calif. 253.7 218.3 16.2 110.5 143.2
154 167 Signet Jewelers Hamilton, Bermuda 252.0 224.3 12.4 0.0 252.0
155 144 Canon Tokyo 251.7 281.6 -10.6 172.3 79.4
156 189 Constellation Brands Victor, N.Y. 247.2 189.1 30.7 114.3 132.9
157 151 H&R Block Kansas City, Mo. 247.1 256.4 -3.6 63.3 183.8
158 161 Compagnie Financiere Richemont Geneva 246.5 238.2 3.5 152.8 93.7
159 146 PNC Financial Services Group Pittsburgh 246.0 279.0 -11.8 173.4 72.6
160 179 Elizabeth Arden Miramar, Fla. 242.5 205.0 18.3 194.2 48.3
161 195 Tata Motors Mumbai, India 240.8 182.5 31.9 93.9 146.9
162 143 United Parcel Service Atlanta 240.0 284.1 -15.5 144.0 96.0
163 154 TD Ameritrade Holding Corp. Omaha, Neb. 239.0 248.0 -3.6 46.2 192.8
164 188 Kering Paris 237.3 189.9 25.0 147.1 90.2
165 172 BlackRock New York 233.2 217.8 7.1 166.0 67.2
166 112 Boehringer Ingelheim Ingelheim, Germany 232.6 376.4 -38.2 92.7 139.9
167 158 Rooms To Go Seffner, Fla. 230.2 241.6 -4.7 57.6 172.7
168 178 Otsuka Holdings Co. Tokyo 225.4 206.2 9.3 83.4 142.0
169 150 Hilton Worldwide Holdings McLean, Va. 224.3 269.1 -16.6 101.0 123.4
170 157 BlackBerry Waterloo, Ontario 224.1 241.9 -7.4 129.2 94.9
171 182 Dick's Sporting Goods Coraopolis, Pa. 223.9 201.0 11.4 142.3 81.6
172 163 Energizer Holdings St. Louis 222.4 231.8 -4.1 33.3 189.1
173 174 Domino's Pizza Ann Arbor, Mich. 219.5 210.0 4.5 14.1 205.4
174 180 AARP Washington 217.9 204.1 6.8 131.3 86.5
175 177 Publix Super Markets Lakeland, Fla. 217.5 208.3 4.4 151.6 65.9
176 194 ITT Educational Services Carmel, Ind. 216.8 185.9 16.6 108.4 108.4
177 176 Sonic Corp. Oklahoma City 214.7 208.5 3.0 15.8 198.9
178 160 Telephone & Data Systems (U.S. Cellular) Chicago 212.8 240.9 -11.7 177.3 35.5
179 173 PVH Corp. New York 212.6 212.5 0.0 85.2 127.3
180 184 Activision Blizzard Santa Monica, Calif. 211.2 198.7 6.3 138.8 72.5
181 190 CenturyLink Monroe, La. 210.0 189.0 11.1 106.6 103.4
182 219 Intuit Mountain View, Calif. 208.3 159.3 30.7 0.0 208.3
183 186 Sherwin-Williams Co. Cleveland 208.0 193.9 7.3 148.2 59.8
184 168 Southwest Airlines Co. Dallas 208.0 223.0 -6.7 6.6 201.4
185 185 Suntory Holdings (Beam Suntory) Deerfield, Ill. 207.2 197.3 5.1 145.9 61.3
186 169 DeVry Downers Grove, Ill. 205.8 221.0 -6.9 101.1 104.7
187 155 Weight Watchers International New York 202.6 246.8 -17.9 66.4 136.2
188 183 Brinker International Dallas 200.1 200.6 -0.3 79.4 120.8
189 251 Weinstein Co. New York 200.1 129.0 55.1 40.0 160.1
190 170 Hasbro Pawtucket, R.I. 195.6 218.5 -10.5 109.1 86.5
191 187 News Corp. New York 183.9 193.9 -5.1 60.5 123.4
192 198 Caesars Entertainment Corp. Las Vegas 182.5 175.6 3.9 132.0 50.6
193 199 Ilitch Holdings (Little Caesars) Detroit 181.5 174.0 4.3 55.2 126.3
194 218 Toronto-Dominion Bank (TD Bank Group) Toronto 181.0 159.5 13.5 118.3 62.7
195 232 Liberty Media Corp. (Sirius) Englewood, Colo. 181.0 143.8 25.8 175.4 5.6
196 225 Novo Nordisk Bagsvaerd, Denmark 180.0 149.6 20.3 71.7 108.2
197 202 Royal Caribbean Cruises Miami 178.3 169.0 5.5 97.4 80.9
198 231 Relativity Media Beverly Hills, Calif. 176.9 144.9 22.0 35.4 141.5
199 197 RadioShack Corp. Fort Worth, Texas 176.2 175.8 0.2 98.3 77.9
200 204 Papa John's International Louisville, Ky. 174.0 166.9 4.2 43.4 130.6
Source: Ad Age DataCenter. Numbers rounded. 2013 and 2012 rankings based on data compiled in 2014. Measured media from WPP's Kantar Media (kantarmedia.us) based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. See Methodology. See ranking for Nos. 1 to 100: AdAge.com/lna2014.
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