100 LEADING NATIONAL ADVERTISERS

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100 Leading National Advertisers

Rank Total U.S. ad spending Unmeasured spending Total measured media Measured print Measured broadcast

1992 1991 Advertiser, headquarters 1992 1991 % chg 1992 1991 1992 1991 1992 1991 % chg 1992 1991 % chg

1 1 Procter & Gamble Co., Cincinnati $2,165.6 $2,150.0 0.7 $990.1 $983.0 $1,175.5 $1,167.0 $180.2 $151.5 18.9 $995.2 $1,015.0 -2.0

2 2 Philip Morris Cos., New York 2,024.1 2,071.3 -2.3 925.4 947.0 1,098.7 1,124.3 243.8 245.9 -0.9 795.0 808.3 -1.6

3 3 General Motors Corp., Detroit 1,333.6 1,476.8 -9.7 356.6 394.9 977.0 1,081.9 309.6 327.5 -5.5 663.7 748.0 -11.3

4 4 Sears, Roebuck & Co., Chicago 1,204.6 1,195.6 0.8 656.4 651.4 548.2 544.1 197.6 195.2 1.3 350.4 348.5 0.5

5 5 PepsiCo, Purchase, N.Y. 928.6 903.9 2.7 371.5 361.6 557.1 542.3 8.0 10.6 -24.3 545.3 528.9 3.1

6 9 Ford Motor Co., Dearborn, Mich. 794.5 689.7 15.2 178.0 154.5 616.5 535.2 215.9 197.7 9.2 399.9 335.8 19.1

7 11 Warner-Lambert Co., Morris Plains, N.J. 757.5 657.0 15.3 498.4 432.3 259.1 224.7 30.6 18.3 67.0 228.4 206.1 10.8

8 21 Chrysler Corp., Highland Park, Mich. 756.6 547.1 38.3 165.7 119.8 590.9 427.3 174.8 137.9 26.8 415.9 288.3 44.3

9 8 McDonald's Corp., Oak Brook, Ill. 743.6 695.7 6.9 329.0 307.8 414.6 387.9 8.9 7.1 26.4 393.2 373.9 5.2

10 14 Nestle SA, Vevey, Switzerland 733.4 643.4 14.0 357.7 313.8 375.7 329.6 133.1 96.0 38.6 242.3 232.9 4.0

11 10 Eastman Kodak Co., Rochester, N.Y. 686.0 666.0 3.0 460.9 447.4 225.1 218.6 45.9 46.1 -0.4 178.2 171.6 3.8

12 6 Grand Metropolitan, London 680.2 746.5 -8.9 380.9 418.0 299.3 328.5 79.6 90.1 -11.7 214.1 230.7 -7.2

13 16 Unilever NV, London/Rotterdam 672.8 593.7 13.3 251.9 222.3 420.9 371.4 89.9 82.0 9.6 330.9 288.9 14.5

14 7 Johnson & Johnson, New Brunswick, N.J. 659.6 733.2 -10.0 325.7 362.0 333.9 371.2 68.9 59.5 16.0 265.0 311.7 -15.0

15 13 Toyota Motor Corp., Toyota City, Japan 648.9 649.0 -0.0 194.7 194.7 454.2 454.3 137.0 130.1 5.3 316.8 322.4 -1.7

16 15 Time Warner, New York 637.9 617.1 3.4 299.9 290.1 338.0 327.0 113.1 107.8 4.9 224.0 217.9 2.8

17 17 Kellogg Co., Battle Creek, Mich. 630.3 578.0 9.1 214.3 196.5 416.0 381.5 8.3 5.3 56.1 407.7 376.1 8.4

18 12 AT&T Co., New York 623.7 649.3 -4.0 227.9 237.3 395.8 412.0 95.7 102.7 -6.8 299.7 308.8 -2.9

19 20 General Mills, Minneapolis 571.2 555.7 2.8 140.3 136.5 430.9 419.2 20.8 18.3 13.2 409.6 400.3 2.3

20 22 Anheuser-Busch Cos., St. Louis 555.8 510.8 8.8 197.3 181.3 358.5 329.5 27.1 28.5 -4.8 320.5 289.4 10.8

21 18 Kmart Corp., Troy, Mich. 551.1 561.9 -1.9 260.8 265.9 290.3 296.0 162.7 178.3 -8.8 127.1 117.3 8.4

22 30 J.C. Penney Co., Dallas 537.4 364.0 47.6 293.3 198.7 244.1 165.3 100.8 102.3 -1.5 143.2 62.9 127.8

23 24 American Home Products Corp., New York 531.6 449.2 18.3 186.0 157.2 345.6 292.0 26.6 15.9 66.9 319.0 276.1 15.6

24 23 Walt Disney Co., Burbank, Calif. 524.6 495.0 6.0 248.6 234.6 276.0 260.4 56.9 58.7 -2.9 216.5 201.4 7.5

25 25 Sony Corp., Tokyo 507.9 445.8 13.9 183.0 160.6 324.9 285.2 168.7 143.6 17.5 155.6 141.2 10.2

26 19 RJR Nabisco, Winston-Salem, N.C. 422.2 560.8 -24.7 211.1 280.4 211.1 280.4 48.3 71.4 -32.3 133.7 157.3 -15.0

27 27 Ralston Purina Co., St. Louis 411.5 393.7 4.5 263.4 252.0 148.1 141.7 51.1 26.9 90.1 96.9 114.7 -15.5

28 29 Coca-Cola Co., Atlanta 392.0 365.8 7.2 158.6 148.0 233.4 217.8 20.5 12.3 66.5 211.1 204.2 3.4

29 28 May Department Stores Co., St. Louis 390.9 377.1 3.7 39.1 37.7 351.8 339.4 314.3 307.9 2.1 37.4 31.5 18.7

30 33 Hershey Foods Corp., Hershey, Pa. 383.0 298.9 28.1 288.2 224.9 94.8 74.0 10.1 6.1 65.2 84.6 67.8 24.8

31 38 Nissan Motor Co., Tokyo 370.7 271.7 36.5 78.5 57.5 292.2 214.2 85.2 43.6 95.5 206.2 169.2 21.9

32 37 Sara Lee Corp., Chicago 356.9 273.8 30.4 187.6 143.9 169.3 129.9 34.1 34.0 0.2 134.9 95.3 41.6

33 32 Honda Motor Co., Tokyo 349.1 339.9 2.7 95.0 92.5 254.1 247.4 70.9 75.7 -6.3 182.8 170.5 7.2

34 40 U.S. Government, Washington 331.0 262.5 26.1 133.8 106.1 197.2 156.4 67.1 64.2 4.5 129.5 91.4 41.7

35 41 Mars Inc., McLean, Va. 320.4 255.2 25.6 158.6 126.3 161.8 128.9 11.7 13.9 -15.6 149.9 114.7 30.7

36 31 Colgate-Palmolive Co., New York 315.5 340.5 -7.4 217.9 235.2 97.6 105.3 13.1 18.1 -27.6 84.3 86.2 -2.3

37 34 Matsushita Electric Industrial Co., Secaucus, N.J. 304.2 315.5 297.2 2.4 152.2 148.7 152.0 148.5 46.1 45.1 2.1 103.2 100.1 3.1

38 26 H.J. Heinz Co., Pittsburgh 301.1 406.2 -25.9 243.5 328.5 57.6 77.7 8.6 14.3 -39.4 48.9 63.2 -22.6

39 43 American Express Co., New York 294.3 247.0 19.2 91.3 76.6 203.0 170.4 90.5 66.5 36.1 112.4 103.1 9.0

40 36 Bristol-Myers Squibb Co., New York 280.1 287.6 -2.6 133.9 137.5 146.2 150.1 32.7 26.9 21.3 113.5 122.8 -7.6

41 35 R.H. Macy & Co., New York 270.4 289.4 -6.6 65.7 70.3 204.7 219.1 177.4 174.3 1.7 27.2 44.5 -38.9

42 39 Circuit City Stores, Richmond, Va. 261.1 264.6 -1.3 26.1 26.5 235.0 238.1 187.9 183.7 2.3 47.1 54.3 -13.2

43 52 SmithKline Beecham, London 257.3 208.8 23.2 154.4 125.3 102.9 83.5 3.8 2.1 85.7 99.1 81.4 21.7

44 45 Quaker Oats Co., Chicago 256.2 237.7 7.8 135.8 126.0 120.4 111.7 31.9 27.4 16.4 88.3 84.0 5.0

45 53 General Electric Co., New York 250.7 207.6 20.8 132.2 109.4 118.5 98.2 59.8 59.1 1.2 57.1 37.8 51.0

46 56 Hasbro Inc., Pawtucket, R.I. 245.3 201.4 21.8 49.1 40.3 196.2 161.1 10.9 7.7 41.9 185.3 153.4 20.7

47 46 Dayton Hudson Corp., Minneapolis 230.9 226.5 1.9 48.4 47.5 182.5 179.1 121.7 118.3 2.9 60.1 59.8 0.6

48 47 Nike Inc., Beaverton, Ore. 230.8 224.4 2.9 117.6 114.3 113.2 110.1 40.0 32.5 22.8 73.1 77.4 -5.6

49 48 Federated Department Stores, Cincinnati 225.9 224.0 0.8 27.1 26.9 198.8 197.1 179.7 180.0 -0.1 19.0 17.1 11.3

50 58 Wal-Mart Stores, Bentonville, Ark. 222.4 190.3 16.9 128.4 109.9 94.0 80.4 20.1 24.5 -18.1 73.8 55.8 32.3

51 51 Mazda Motor Corp., Hiroshima 215.4 216.5 -0.5 57.9 58.2 157.5 158.3 66.0 50.4 31.0 91.4 107.3 -14.8

52 57 Schering-Plough Corp., Madison, N.J. 214.0 198.4 7.9 110.6 102.5 103.4 95.9 20.5 16.6 24.0 82.9 79.3 4.6

53 82 Levi Strauss & Co., San Francisco 211.9 129.5 63.6 123.7 75.6 88.2 53.9 19.4 7.0 175.6 68.3 44.2 54.3

54 65 Campbell Soup Co., Camden, N.J. 209.7 164.5 27.5 69.9 54.8 139.8 109.7 51.8 27.1 91.3 88.1 82.6 6.6

55 49 American Brands, New York 208.6 219.2 -4.8 115.9 121.8 92.7 97.4 69.0 77.4 -10.8 11.9 7.6 58.2

56 44 S.C. Johnson & Son, Racine, Wis. 208.0 237.9 -12.6 96.7 110.6 111.3 127.3 22.7 21.5 5.8 88.4 105.4 -16.2

57 70 Sprint Corp., Shawnee Mission, Kan. 207.6 148.4 39.9 98.9 70.7 108.7 77.7 14.1 7.9 76.9 94.4 69.5 35.9

58 55 American Stores Co., Salt Lake City, Utah 205.1 201.6 1.8 64.2 63.1 140.9 138.5 70.8 68.9 2.8 69.7 68.9 1.1

59 66 ITT Corp., New York 203.5 160.8 26.6 149.6 118.2 53.9 42.6 25.8 20.1 27.9 27.7 21.9 26.0

60 54 Adolph Coors Co., Golden, Colo. 195.0 206.9 -5.8 72.2 76.6 122.8 130.3 6.5 4.3 49.8 113.5 122.8 -7.6

61 63 U.S. dairy farmers, Arlington, Va. 189.6 167.9 13.0 87.2 77.2 102.4 90.7 16.2 15.1 7.2 84.9 74.3 14.2

62 68 Helene Curtis Industries, Chicago 189.5 157.4 20.4 79.6 66.1 109.9 91.3 27.9 19.5 42.7 82.0 71.8 14.3

63 87 Dow Chemical Co., Midland, Mich. 186.6 127.3 46.5 47.8 32.6 138.8 94.7 55.5 26.9 106.1 83.3 67.8 22.8

64 42 ConAgra, Omaha 185.7 249.9 -25.7 102.5 137.9 83.2 112.0 12.6 22.0 -42.7 69.7 89.8 -22.4

65 97 IBM Corp., Armonk, N.Y. 185.5 115.2 61.0 85.0 52.8 100.5 62.4 78.4 40.6 93.4 21.5 21.8 -1.5

66 50 Tandy Corp., Fort Worth, Texas 185.1 217.2 -14.8 88.8 104.2 96.3 113.0 72.4 76.0 -4.7 23.8 37.0 -35.7

67 73 News Corp., Sydney 181.3 136.4 32.9 7.8 5.9 173.5 130.5 45.1 41.8 8.1 127.5 88.2 44.7

68 81 Goodyear Tire & Rubber Co., Akron, Ohio 178.1 131.2 35.7 103.3 76.1 74.8 55.1 16.9 15.2 11.1 57.8 39.9 45.0

69 96 Ciba-Geigy, Basel, Switzerland 177.6 115.4 53.9 102.5 66.6 75.1 48.8 41.4 22.8 81.5 33.7 26.0 29.7

70 75 Joh. A. Benckiser GmbH, Ludwigshafen, Germany 172.0 135.0 27.4 86.0 67.5 86.0 67.5 34.4 24.8 38.5 51.6 42.7 20.9

71 72 Montgomery Ward & Co., Chicago 169.9 139.6 21.7 17.0 14.0 152.9 125.6 107.8 106.1 1.6 45.1 19.5 131.2

72 69 Carter Hawley Hale Stores, Los Angeles 166.4 151.9 9.5 47.2 43.1 119.2 108.8 110.2 98.4 12.0 9.0 10.4 -13.4

73 59 Paramount Communications, New York 166.3 189.9 -12.4 65.7 75.0 100.6 114.9 24.7 29.7 -16.8 74.7 84.0 -11.0

74 60 Gillette Co., Boston 164.6 182.8 -10.0 80.7 89.6 83.9 93.2 18.3 10.4 75.8 65.6 82.8 -20.8

75 74 Philips NV, Eindhoven, The Netherlands 161.5 135.8 18.9 80.5 67.7 81.0 68.1 22.3 17.0 31.4 58.6 51.0 14.9

76 61 Clorox Co., Oakland, Calif. 161.4 182.3 -11.5 48.4 54.7 113.0 127.6 14.6 10.7 37.1 98.3 116.9 -15.9

77 71 MCI Communications Corp., Washington 156.2 141.4 10.5 50.8 46.0 105.4 95.4 4.1 4.5 -10.0 100.8 90.4 11.4

78 64 Marriott Corp., Washington 151.8 166.5 -8.8 98.7 108.2 53.1 58.3 37.5 34.4 9.2 15.1 22.8 -33.7

79 62 Delta Air Lines, Atlanta 147.1 171.6 -14.2 36.8 42.9 110.3 128.7 55.1 69.2 -20.4 52.7 57.3 -7.9

80 79 CPC International, Englewood Cliffs. N.J. 145.4 131.4 10.6 101.8 92.0 43.6 39.4 5.3 3.7 44.6 38.3 35.8 7.2

81 83 Reebok International, Stoughton, Mass. 143.0 129.3 10.6 57.4 51.9 85.6 77.4 25.4 26.4 -3.6 59.9 50.8 18.0

82 90 Wendy's International, Dublin, Ohio 142.6 124.1 14.9 34.1 29.7 108.5 94.4 0.8 0.0 NA 105.4 92.5 13.9

83 67 AMR Corp., Dallas 139.4 159.2 -12.4 37.4 42.7 102.0 116.5 68.8 84.1 -18.2 33.1 32.1 2.9

84 95 Upjohn Co., Kalamazoo, Mich. 138.0 119.2 15.7 58.0 50.1 80.0 69.1 12.3 3.9 219.6 67.6 65.2 3.7

85 88 UAL Corp., Elk Grove Village, Ill. 136.9 125.8 8.8 52.4

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