TOP 200 MEGA-BRANDS BY 1993 AD SPENDING

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Rank Total measured ad spending Rank Total measured ad spending

'93 '92 Brand, product, service & parent company 1993 1992 % chg '93 '92 Brand, product, service & parent company 1993 1992 % chg

1 4 AT&T telephone svcs, AT&T Co. $511,126.9 $394,143.6 29.7

2 2 Ford cars, trucks & vans, Ford Motor Co. 484,171.0 413,116.9 17.2

3 3 Sears stores, Sears, Roebuck & Co. 441,550.4 411,744.1 7.2

4 1 McDonald's restaurants, McDonald's Corp. 410,662.6 414,612.4 -1.0

5 5 Kellogg's cereals, Kellogg Co. 382,392.3 381,524.9 0.2

6 6 Toyota cars, trucks & vans, Toyota Motor Corp. 345,547.6 330,289.0 4.6

7 8 Chevrolet cars, trucks and vans, General Motors Corp. 317,691.8 238,536.3 33.2

8 10 Circuit City stores, Circuit City Stores 262,237.0 235,045.4 11.6

9 9 J.C. Penney stores, J.C. Penney Co. 261,403.9 238,506.2 9.6

10 13 Dodge cars, trucks & vans, Chrysler Corp. 249,253.4 210,329.6 18.5

11 7 General Mills cereals, General Mills 239,749.4 251,351.7 -4.6

12 18 Lincoln-Mercury cars & vans, Ford Motor Co. 232,040.0 183,941.7 26.1

13 15 Columbia movies & music, Sony Corp. 229,975.0 200,845.4 14.5

14 14 Nissan cars, trucks & vans, Nissan Motor Co. 221,109.2 206,161.1 7.3

15 19 American Express credit cards, American Express Co. 217,959.5 177,099.6 23.1

16 12 Miller beers, Philip Morris Cos. 216,660.1 223,058.9 -2.9

17 16 Disney entertainment, Walt Disney Co. 213,447.3 186,585.8 14.4

18 48 MCI telephone svcs, MCI Communications Corp. 207,974.4 105,286.0 97.5

19 11 Budweiser beers, Anheuser-Busch Cos. 199,149.9 227,404.2 -12.4

20 28 Warner Bros. pictures, Time Warner 188,271.0 148,053.4 27.2

21 24 Burger King restaurants, Grand Metropolitan 177,587.3 161,538.8 9.9

22 22 Macy's stores, R.H. Macy & Co. 173,366.7 167,269.1 3.6

23 17 Kmart stores, Kmart Corp. 173,025.0 186,567.0 -7.3

24 26 Mazda cars & trucks, Mazda Motor Corp. 166,708.7 157,516.6 5.8

25 23 Chrysler cars, trucks & vans, Chrysler Corp. 159,961.1 166,728.3 -4.1

26 21 Kraft foods, Philip Morris Cos. 158,527.9 169,305.2 -6.4

27 29 Buick cars, General Motors Corp. 156,446.5 138,466.3 13.0

28 53 Sprint telephone svcs, Sprint Corp. 147,955.6 99,839.1 48.2

29 36 Pizza Hut restaurants, PepsiCo 145,808.5 119,352.5 22.2

30 34 Tylenol remedies, Johnson & Johnson 143,763.5 121,926.3 17.9

31 25 Honda cars, trucks, motorcycles, Honda Motor Co. 143,716.3 157,757.1 -8.9

32 31 Post cereals, Philip Morris Cos. 142,182.4 125,803.7 13.0

33 50 Universal City Studios, Matsushita Electric Industrial Co. 138,803.5 103,359.4 34.3

34 33 Lexus cars, Toyota Motor Corp. 137,761.4 123,942.4 11.1

35 20 Coca-Cola & Diet Coke beverages, Coca-Cola Co. 132,982.4 173,295.3 -23.3

36 47 Nike shoes & sportswear, Nike Inc. 132,507.7 107,145.7 23.7

37 42 Taco Bell restaurants, PepsiCo 132,379.1 111,597.2 18.6

38 45 Wendy's restaurants, Wendy's International 131,344.7 108,522.9 21.0

39 30 Oldsmobile cars, General Motors Corp. 128,060.9 127,255.5 0.6

40 41 Kentucky Fried Chicken restaurants, PepsiCo 127,954.5 112,046.9 14.2

41 70 Cadillac cars, General Motors Corp. 122,226.3 80,804.9 51.3

42 39 Pontiac cars & trucks, General Motors Corp. 121,451.8 113,211.7 7.3

43 55 Franklin Mint collections, Roll International Corp. 120,989.7 96,716.3 25.1

44 32 Pepsi & Diet Pepsi beverages, PepsiCo 119,260.6 125,267.2 -4.8

45 49 L'Oreal cosmetics, Nestle 118,089.4 103,939.0 13.6

46 78 Citibank, Citicorp 117,805.7 73,768.3 59.7

47 37 Wrigley's gum, Wm. Wrigley Jr. Co. 117,738.3 117,467.4 0.2

48 56 Acura cars, Honda Motor Co. 114,213.0 96,298.6 18.6

49 40 GM cars, trucks & svcs, General Motors Corp. 113,739.2 112,456.8 1.1

50 38 20th Century Fox, News Corp. 112,794.3 113,579.2 -0.7

51 62 Mattel toys, Mattel 108,647.6 87,382.7 24.3

52 57 Paramount pictures, parks & TV, Viacom 105,852.9 96,270.6 10.0

53 63 Infiniti cars, Nissan Motor Co. 104,554.4 86,075.4 21.5

54 59 Wal-Mart stores, Wal-Mart Stores 104,208.8 92,443.7 12.7

55 54 U.S. dairy products, U.S. dairy farmers 102,709.7 98,778.5 4.0

56 27 Montgomery Ward stores, Montgomery Ward & Co. 100,897.7 152,858.7 -34.0

57 35 Dillard's stores, Dillard Department Stores 99,062.6 120,153.9 -17.6

58 46 Jeep trucks & vans, Chrysler Corp. 97,140.1 107,148.0 -9.3

59 87 Visa credit card, Visa International 91,896.9 68,147.6 34.8

60 61 Advil remedies, American Home Products Corp. 91,675.3 87,922.6 4.3

61 51 American Airlines, AMR Corp. 91,670.4 101,300.8 -9.5

62 86 Crest dental products, Procter & Gamble Co. 90,993.4 68,943.9 32.0

63 52 IBM computers, IBM Corp. 90,274.4 100,530.4 -10.2

64 44 Coors beer, Adolph Coors Co. 87,943.3 109,737.3 -19.9

65 71 Saturn cars, General Motors Corp. 87,498.5 76,693.6 14.1

66 68 Mitsubishi cars & trucks, Mitsubishi Motors Corp. 86,060.6 81,829.8 5.2

67 111 Nabisco foods, Kohlberg Kravis Roberts & Co. 85,339.0 54,269.7 57.2

68 NA Robinsons/May stores, May Department Stores Co. 85,193.7 NA NA

69 43 Delta Air Lines, Delta Air Lines 84,777.6 110,309.0 -23.1

70 79 Mercedes cars, Daimler-Benz AG 83,870.5 73,128.8 14.7

71 69 Target stores, Dayton Hudson Corp. 83,432.8 81,328.5 2.6

72 77 Little Caesar pizza, Little Caesar Enterprises 79,776.0 74,166.7 7.6

73 240 Touchstone pictures, Walt Disney Co. 79,303.5 29,796.4 166.2

74 58 U.S. Postal Service, U.S. Government 78,617.8 93,961.3 -16.3

75 74 Broadway department stores, Carter Hawley Hale Stores 78,133.0 75,441.9 3.6

76 76 Isuzu cars & trucks, Isuzu Motors 77,383.4 74,350.6 4.1

77 81 Goodyear automotive products, Goodyear Tire & Rubber Co. 77,371.7 72,421.6 6.8

78 96 Levi's jeans & sportswear, Levi Strauss Associates 75,997.5 60,838.2 24.9

79 94 Johnson & Johnson personal care, Johnson & Johnson 75,659.2 62,204.6 21.6

80 64 Marlboro cigarettes, Philip Morris Cos. 75,649.7 85,899.4 -11.9

81 122 Volvo cars & trucks, Volvo AB 74,843.3 50,241.6 49.0

82 135 Tri-Star pictures, Sony Corp. 74,752.9 46,989.8 59.1

83 66 BMW cars & motorcycles, BMW AG 73,924.0 82,588.4 -10.5

84 80 Quaker cereals, Quaker Oats Co. 73,494.2 72,547.5 1.3

85 90 Prudential insurance, Prudential Insurance Co. 73,485.5 66,989.9 9.7

86 83 Geo cars, General Motors Corp. 71,629.9 71,542.5 0.1

87 113 Radio Shack stores, Tandy Corp. 70,643.3 53,827.4 31.2

88 92 Fidelity investment svcs, Fidelity Investment Cos. 69,103.1 64,610.2 7.0

89 167 NordicTrack exercise equipment, CML Group 67,933.0 40,231.9 68.9

90 147 Apple computers & software, Apple Computer 67,128.2 44,510.6 50.8

91 93 Betty Crocker foods, General Mills 65,815.5 63,992.7 2.8

92 60 Kodak cameras & photo supplies, Eastman Kodak Co. 65,653.9 90,452.5 -27.4

93 84 Folgers coffees, Procter & Gamble Co. 65,189.7 71,133.2 -8.4

94 141 The Wiz electronics store, The Wiz 64,800.5 45,648.3 42.0

95 107 Foley's stores, May Department Stores Co. 64,112.6 55,758.3 15.0

96 102 Discover credit card, Sears, Roebuck & Co. 63,736.6 58,510.2 8.9

97 67 Campbell's soups, Campbell Soup Co. 62,203.4 81,951.9 -24.1

98 75 Sony entertainment & electronics, Sony Corp. 61,740.3 74,429.8 -17.0

99 114 Cover Girl cosmetics, Procter & Gamble Co. 61,613.5 53,647.9 14.8

100 121 MasterCard credit cards, MasterCard International 61,598.4 50,567.7 21.8

101 119 Kleenex tissues & diapers, Kimberly-Clark Corp. $61,210.9 $51,893.1 18.0

102 73 Reebok sportswear & footwear, Reebok International 61,208.2 75,664.9 -19.1

103 142 Home Depot stores, Home Depot 60,954.0 45,167.3 35.0

104 110 Tide detergents, Procter & Gamble Co. 60,757.0 55,151.2 10.2

105 225 Pantene haircare products, Procter & Gamble Co. 60,613.5 32,096.3 88.8

106 97 Domino's pizza, Dominos Pizza 60,236.3 60,756.3 -0.9

107 106 Red Lobster restaurant, General Mills 60,096.5 55,765.1 7.8

108 103 Hollywood pictures, Walt Disney Co. 59,632.0 56,687.2 5.2

109 108 Hyundai cars & computers, Hyundai Corp. 59,112.9 55,193.3 7.1

110 163 Blockbuster videos, Blockbuster Entertainment Corp. 58,939.6 40,477.1 45.6

111 100 Subaru cars, Fuji Heavy Industries 58,693.4 58,990.7 -0.5

112 117 Mervyns stores, Dayton Hudson Corp. 58,341.3 52,072.0 12.0

113 132 Merrill Lynch financial svcs, Merrill Lynch & Co. 58,245.4 47,463.0 22.7

114 188 Sega videogames, Sega Enterprises 58,104.9 35,825.2 62.2

115 152 DuPont products, DuPont Co. 58,076.1 43,037.4 34.9

116 128 Jenny Craig diet & food, Jenny Craig 57,438.8 48,421.9 18.6

117 195 CompUSA computer stores, CompUSA 56,578.4 35,267.3 60.4

118 116 UPS, United Parcel Service 56,119.0 52,365.7 7.2

119 85 Eveready batteries & flashlights, Ralston Purina Co. 55,410.9 69,444.0 -20.2

120 91 Nintendo electronic games, Nintendo Co. 55,234.0 66,354.7 -16.8

121 126 Milton Bradley games, Hasbro 55,215.8 48,805.6 13.1

122 134 Continental Airlines, Continental Airlines 54,450.6 47,108.6 15.6

123 95 Ultra Slim-Fast diet supplements, Slim Fast Foods Co. 54,385.3 61,025.4 -10.9

124 174 Subway restaurants, Subway Restaurants 54,370.5 38,599.3 40.9

125 82 Hewlett-Packard office machines, Hewlett-Packard Co. 53,897.8 72,178.0 -25.3

126 133 Hallmark cards & gifts, Hallmark Cards 53,653.0 47,451.2 13.1

127 177 Purina pet foods, Ralston Purina Co. 53,623.3 37,900.8 41.5

128 104 Lucky food stores, American Stores Co. 53,541.4 56,590.8 -5.4

129 115 Alka Seltzer remedies, Bayer AG 52,191.1 53,425.7 -2.3

130 144 Hardee's restaurants, Imasco 51,986.3 44,777.8 16.1

131 143 Estee Lauder cosmetics, Estee Lauder Inc 51,816.2 44,896.8 15.4

132 156 Canon business machines & cameras, Canon Inc. 51,436.3 42,056.6 22.3

133 130 Dr Pepper & Diet Dr Pepper, Dr Pepper/Seven-Up Cos. 51,414.2 48,214.5 6.6

134 159 Oil of Olay beauty products, Procter & Gamble Co. 51,110.0 41,303.7 23.7

135 109 Lipton teas, Unilever 51,007.5 55,188.9 -7.6

136 180 Gillette toiletries, Gillette Co. 49,835.0 37,235.6 33.8

137 153 Hershey foods, Hershey Foods Corp. 49,766.6 43,007.7 15.7

138 88 Tyco toys, Tyco Toys 49,712.8 67,670.9 -26.5

139 112 Toys-R-Us products, Toys-R-Us 49,638.0 54,238.1 -8.5

140 140 Bradford Exchange collectors plates, Bradford Exchange 49,397.8 45,932.7 7.5

141 65 United Airlines, UAL Corp. 48,842.6 84,474.5 -42.2

142 206 Kenner toys, Hasbro 48,738.7 33,603.4 45.0

143 149 Clairol hair products, Bristol-Myers Squibb Co. 48,212.4 44,280.7 8.9

144 137 Lord & Taylor stores, May Department Stores Co. 48,034.4 46,742.1 2.8

145 157 Duracell batteries, Duracell International 47,905.9 41,871.2 14.4

146 191 U.S. West telephone svcs, U.S. West 47,770.4 35,533.5 34.4

147 129 Helene Curtis hair products, Helene Curtis Industries 47,464.1 48,256.8 -1.6

148 120 Midas Muffler shops, Whitman Corp. 47,319.2 51,757.0 -8.6

149 219 Compaq computers, Compaq Computer Corp. 46,797.2 32,852.8 42.4

150 125 Walgreen drug stores, Walgreen Co. 46,744.9 49,369.3 -5.3

151 205 LensCrafters opticians, U.S. Shoe Corp. 46,636.9 33,715.4 38.3

152 185 Clorox household products, Clorox Co. 46,540.1 36,159.0 28.7

153 165 Dreyfus Corp. business svcs, Dreyfus Corp. 45,475.9 40,318.9 12.8

154 282 Allstate insurance, Sears, Roebuck & Co. 45,255.1 25,696.0 76.1

155 186 TWA airlines, Icahn & Co. 45,078.4 36,099.5 24.9

156 99 GE appliances & svcs, General Electric Co. 44,686.5 59,527.9 -24.9

157 210 Filenes stores, May Department Stores Co. 44,555.3 33,462.0 33.2

158 192 Hertz car rental, Hertz Corp. 43,952.3 35,449.4 24.0

159 136 Burdines stores, Federated Department Stores 43,941.6 46,867.6 -6.2

160 162 Weight Watchers products, H.J. Heinz Co. 43,852.2 40,844.2 7.4

161 301 Bayer pain relievers, Eastman Kodak Co. 43,821.6 23,306.5 88.0

162 237 Nestle foods, Nestle 43,505.2 30,493.5 42.7

163 154 Hasbro toys, Hasbro 43,205.7 42,968.0 0.6

164 151 Maybelline cosmetics, Maybelline 43,072.8 43,262.8 -0.4

165 164 Bank of America, BankAmerica Corp. 42,992.4 40,367.6 6.5

166 305 Camel cigarettes, Kohlberg Kravis Roberts & Co. 42,911.6 22,986.7 86.7

167 127 Ameritech telephone svcs, Ameritech Corp. 42,775.0 48,444.6 -11.7

168 170 Volkswagen cars, trucks & vans, Volkswagen AG 42,744.3 39,402.0 8.5

169 458 Shell gasoline, Royal Dutch/Shell Group of Cos. 42,506.5 12,713.2 234.3

170 173 De Beers diamonds, De Beers Consolidated Mines 41,705.9 38,629.1 8.0

171 226 Danbury Mint commemorative collection, MBI Inc. 41,654.2 31,993.0 30.2

172 238 Nyquil remedies, Procter & Gamble Co. 41,366.0 30,246.2 36.8

173 323 MGM/UA movies, Metro-Goldwyn-Mayer 41,209.2 21,883.6 88.3

174 204

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