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General Motors Corp. became the No. 1 U.S. advertiser in 1997, according to Advertising Age's 100 Leading National Advertisers annual report, besting perennial leader Procter & Gamble Co.

GM's expenditure was $3.09 billion, up 29.9% from 1996. P&G was up 6.3%, to $2.74 billion. The automaker became the first U.S. advertiser to crack the $3 billion mark in total spending. GM introduced nine new vehicles in '97, and was the leading advertiser in both magazines and network TV.

Full report: After Page 40

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