AOL Time Warner House Ads Chart

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..Read the main story that accompanies these charts:
..On The House:
..AOL TIME WARNER DOES GREAT SELLING JOB -- TO ITSELF
..Media Conglomerate Is Its Own Top Ad Customer

Chart 1: A Giant's Top Customer
March 18, 2002 | NOTE: Figures in both charts below have been updated
AOL Time Warner does not print its own money; it subtracts intracompany revenue from its reported total revenue. But AOL Time Warner is its largest advertiser based on measured spending, accounting for 4.1% of 2001 spending across 40 of its magazines and 7.3% of spending across five of its cable networks. A ranking of top advertisers across these magazines and cable networks:
Rank Advertiser % of total below Amount spent on these media
1 AOL Time Warner 5.2 $302.1
2 General Motors Corp. 3.9 227.4
3 Philip Morris Cos. 2.7 155.4
4 Ford Motor Co. 2.1 122.6
5 Procter & Gamble Co. 2.1 120.8

TOTAL SPENT IN THESE MEDIA
5,842.0
Spending in millions. Source: Advertising Age analysis of data from Taylor Nelson Sofres' CMR

Chart 2: A Family Affair
AOL Time Warner ads fill many pages in the company's magazines
Magazine rank by ad revenue Magazine AOL TW rank in book as advertiseAOL TW ad spending in book AOL TW ad spending in book as % of total Magazine's total ad revenue
1 People Weekly 3 $38.8 5.9 $656.2
2 Sports Illustrated 2 28.8 5.0 571.0
3 Time 5 16.2 2.9 557.6
4 Fortune 1 11.5 3.4 333.8
5 In Style 10 3.6 1.5 238.4
6 Entertainment Weekly 1 16.6 8.3 198.5
7 Southern Living 4 5.5 3.7 148.3
8 Money 6 5.5 3.8 145.4
9 Golf Magazine 10 2.2 1.8 127.3
10 Parenting 2 5.6 5.0 112.6

TOTAL TOP 10
134.4
3,089.2
AOL Time Warner ads also fill plenty of its cable TV time slots
Network rank by ad revenue Network AOL TW rank on network as advertAOL TW ad spending on network AOL TW ad spending in book as % of total Network's total ad revenue
1 TNT 1 $41.9 7.1 $591.1
2 TBS 1 42.9 7.8 546.8
3 CNN 1 22.5 7.7 293.9
4 Cartoon Network 1 21.9 9.7 225.4
NA Comedy Central* 1 13.2 4.4 299.6

TOTAL
142.4
1,956.7
Notes: Dollar figures are in millions for calendar year 2001 and are rounded.
* AOL Time Warner. 1. Viacom owns 50% of Comedy Central. Figures exclude ads in a given magazine for that magazine and ads in a given magazine for other AOL Time Warner-owned Publishers Information Bureau does not count such traditional house ads. For example, an ad for Fortune magazine placed in Fortune magazine is not included in the figures above. However, an ad in Fortune magazine for Fortune.com is counted and included above. Similarly, ads on a cable network for that cable network and on other networks owned by the same parent company are not counted. Source: Advertising Age analysis of data from Taylor Nelson Sofres' CMR.
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