Methodology for 100 Leading National Advertisers, 2011 edition

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Ad Age on June 20, 2011, published the 56th annual 100 Leading National Advertisers report in print and online.

The Ad Age DataCenter compiled the 100 Leading National Advertisers by starting with the 300 largest national advertisers based on measured 2010 U.S. media spending. Ad Age pared that to 100 after adding in estimated unmeasured spending.

Advertising Age's DataCenter produced Marketer Trees 2011 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's 100 biggest advertisers.

Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. E-mail:


Measured media
Measured media advertising is estimated U.S. spending across 19 media. It consists of 18 media tracked by WPP's Kantar Media in its Stradegy product plus free-standing inserts (FSIs) from Kantar Media's Marx.

Measured media include: Network TV (six properties): ABC, CBS, CW, Fox, MyNetworkTV, NBC.

Cable TV (72 properties). Included in this count are four Spanish language cable networks: Galavision, ESPN Desportes, MTV3 and Mun2.

Spanish language network TV (four properties): Univision, Telemundo, TelaFutura, TV Azteca.

Spot TV
--In the top 101 markets: a total of 636 properties. Of these, 59 are Spanish-language stations.
--In the 210 markets: a total of 1,014 properties. Of these, 74 are Spanish-language stations.

Syndication TV (392 programs).

Magazines (236 properties): Includes ad spending in all regional and demographic editions.
Sunday magazines (seven properties).
Local magazines (31 properties).
Hispanic magazines (29 properties).
Business-to-business magazines (470 properties).

Newspapers (148 properties).
National newspapers (three properties): New York Times, USA Today, Wall Street Journal.
Hispanic newspapers (58 properties).
All measured newspaper data include daily and weekend editions, full-run and part-run ads and FSIs; classified ads are excluded.

Network radio (five properties).
Local radio (34 markets, provided by Miller, Kaplan, Arase & Co.).
National spot radio (all U.S. markets, provided by sales rep companies).

Outdoor (all U.S. markets, provided by out-of -home operators).

Internet (3,003 sites): Display advertising only; paid search and broadband video not included.

Unmeasured spending
Unmeasured spending is an Ad Age DataCenter estimate that includes direct marketing, promotion, co-op, coupons, catalogs, product placement, events and unmeasured forms of digital media (such as paid search and broadband video).

Essentially, unmeasured is the difference between a company's measured media (from Kantar Media) and its total ad costs (either reported by the company or estimated by Ad Age ). Ad Age weights a company's reported ad costs to reflect a U.S.-only percentage.

In a change to LNA methodology effective with the June, 20, 2011, report, Ad Age DataCenter revised the way it accounts for cooperative advertising allowances that product marketers give to retailers. Ad Age previously included co-op ad money in estimates of product-marketers' ad spending. Effective in the June 2011 LNA report, Ad Age added a calculation of co-op money to retailers' estimated net--that is , out of pocket--ad costs so as to rank retailers based on estimated gross ad costs (including co-op). As part of this change, the June 2011 report included restated estimated 2009 total spending for some product marketers to exclude the co-op money that they give retailers.

Mergers and joint ventures
Brands and companies an LNA buys or divests are treated pro forma in this report as if the deals had occurred at the beginning of the company's previous fiscal year (2009). Media spending for those brands or units is folded into or removed from the company for two consecutive years (2009 and 2010).

A Leading National Advertiser must own more than 50% of a product or unit for that product or unit's media to be consolidated with the company.

Ad Age treats joint ventures with 50/50 ownership as stand-alone ventures.

Ad Age determines the 200 largest U.S. megabrands--the nation's 200 most-advertised brands--by aggregating measured-media spending for all products or services that fall under that brand. For example, Ad Age combines Miller Lite, Miller Genuine Draft and Miller High Life under Miller.

Key data sources
WPP's Kantar Media
Kantar Media's Marx
Publicis Groupe 's ZenithOptimedia
Securities and Exchange Commission

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