TOP 200 MEGABRANDS BY JAN.-SEPT. AD SPENDING

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Rank Total measured ad spending Rank Total measured ad spending

1993 Brand, product, service & parent company 1993 1992 % chg 1993 Brand, product, service & parent company 1993 1992 % chg

1 Sears stores, Sears, Roebuck & Co. $373,644.2 $363,356.6 2.8

2 AT&T telephone svcs, AT&T Co. 357,753.5 286,415.8 24.9

3 Ford cars, trucks, vans, svcs, Ford Motor Co. 314,676.9 289,529.5 8.7

4 McDonald's restaurants, McDonald's Corp. 303,030.3 313,550.7 -3.4

5 Kellogg breakfast foods, Kellogg Co. 279,108.6 293,545.9 -4.9

6 Toyota cars, trucks & vans, Toyota Motor Corp. 237,791.1 228,097.2 4.2

7 Chevrolet cars, trucks & vans, General Motors Corp. 201,958.2 174,034.8 16.0

8 J.C. Penney's stores, J.C. Penney Co. 180,123.2 200,944.8 -10.4

9 Circuit City electronics stores, Circuit City Stores 174,423.8 165,308.7 5.5

10 Miller beer, Philip Morris Cos. 166,701.8 182,812.5 -8.8

11 Nissan cars, trucks & vans, Nissan Motor Co. 162,309.5 129,816.7 25.0

12 Dodge cars, trucks & vans, Chrysler Corp. 154,024.4 137,972.4 11.6

13 Kmart stores, Kmart Corp. 151,794.8 145,277.1 4.5

14 Macy's stores, R.H. Macy Co. 149,386.0 150,494.7 -0.7

15 General Mills cereal, General Mills 145,520.8 179,430.1 -18.9

16 MCI telephone svcs, MCI Communications Corp. 141,647.4 77,892.5 81.8

17 American Express credit cards, American Express Co. 139,719.5 112,942.1 23.7

18 Budweiser beer, Anheuser-Busch Cos. 139,218.5 181,383.8 -23.2

19 Columbia movies & music, Sony Corp. 131,814.1 143,996.5 -8.5

20 Pepsi & Diet Pepsi beverages, PepsiCo 128,890.8 116,594.5 10.5

21 Disney entertainment, Walt Disney Co. 128,266.9 125,581.6 2.1

22 Kraft foods, Philip Morris Cos. 128,119.6 136,984.1 -6.5

23 Burger King restaurants, Grand Metropolitan 124,379.9 112,321.6 10.7

24 Mazda cars & trucks, Mazda Motor Corp. 124,319.4 140,916.5 -11.8

25 Chrysler cars, trucks & vans, Chrysler Corp. 117,541.8 95,785.9 22.7

26 Montgomery Ward stores, Montgomery Ward & Co. 114,415.8 124,967.8 -8.4

27 Coca-Cola & Diet Coke beverages, Coca-Cola Co. 109,437.9 158,679.5 -31.0

28 Nike sporting footwear, Nike Inc. 106,798.6 73,592.9 45.1

29 Pizza Hut restaurants, PepsiCo 105,074.1 91,345.6 15.0

30 Post cereals, Philip Morris Cos. 104,795.8 90,256.3 16.1

31 Honda cars, trucks, motorcycles, Honda Motor Co. 103,215.8 123,182.4 -16.2

32 Taco Bell restaurants, PepsiCo 102,981.1 89,213.5 15.4

33 Buick cars, General Motors Corp. 100,455.3 111,168.3 -9.6

34 Wendy's restaurants, Wendy's International 96,659.9 81,591.4 18.5

35 Franklin Mint collectibles, Roll International 95,012.8 75,138.4 26.5

36 KFC restaurants, PepsiCo 91,313.4 89,388.3 2.2

37 Wrigley's gums, Wm. Wrigley Jr. Co. 87,386.7 80,697.8 8.3

38 Tylenol remedies, Johnson & Johnson 86,299.4 85,224.6 1.3

39 Target stores, Dayton Hudson Corp. 85,577.2 83,269.7 2.8

40 L'Oreal personal care products, Nestle SA 84,885.9 72,064.4 17.8

41 Mercury cars, trucks & vans, Ford Motor Co. 84,838.5 58,470.6 45.1

42 Infiniti cars, Nissan Motor Co. 84,297.1 91,957.1 -8.3

43 Warner Bros. entertainment, Time Warner 84,097.7 94,947.4 -11.4

44 Acura cars, Honda Motor Co. 82,928.8 85,717.0 -3.3

45 Universal City Studios, Matsushita Electric Industrial Co. 82,547.2 85,973.2 -4.0

46 Nabisco foods, RJR Nabisco 78,798.6 59,516.8 32.4

47 U.S. dairy products, U.S. dairy farmers 77,942.2 45,990.2 69.5

48 Lincoln cars, Ford Motor Co. 75,422.7 56,669.6 33.1

49 Citibank, Citicorp 71,955.0 47,854.3 50.4

50 Wal-Mart stores, Wal-Mart Stores 71,369.0 59,661.4 19.6

51 GM cars, trucks & vans, General Motors Corp. 69,912.4 71,566.8 -2.3

52 Pontiac cars, General Motors Corp. 69,861.8 66,046.2 5.8

53 Mitsubishi cars & electronics, Mitsubishi Corp. 68,339.6 58,173.3 17.5

54 Jeep trucks & vans, Chrysler Corp. 68,325.8 81,203.9 -15.9

55 Visa credit card services, Visa International 66,899.5 44,760.8 49.5

56 Dillard's stores, Dillard Department Stores 66,324.3 79,601.4 -16.7

57 Cadillac cars, General Motors Corp. 65,949.6 44,045.4 49.7

58 20th Century Fox movies, News Corp. 64,098.0 71,691.0 -10.6

59 Advil pain reliever, American Home Products Corp. 63,509.2 58,832.8 7.9

60 Oldsmobile cars, General Motors Corp. 63,215.5 78,313.7 -19.3

61 Mervyn's stores, Dayton Hudson Corp. 62,552.7 64,081.3 -2.4

62 Coors beer, Adolph Coors Co. 61,856.5 77,241.4 -19.9

63 Little Caesar's pizza, Little Caesar Enterprises 61,598.5 56,350.3 9.3

64 Marlboro cigarettes, Philip Morris Cos. 61,390.9 66,816.3 -8.1

65 Goodyear tires & svcs, Goodyear Tire & Rubber Co. 60,905.9 70,643.2 -13.8

66 Lexus cars, Toyota Motor Corp. 60,405.0 87,168.5 -30.7

67 Paramount pictures & TV, Paramount Communications 59,021.6 64,281.4 -8.2

68 Crest toothpaste, Procter & Gamble Co. 58,566.3 36,376.6 61.0

69 Isuzu trucks, Isuzu Ltd. 56,809.1 66,824.7 -15.0

70 Saturn cars, General Motors Corp. 54,815.3 57,927.2 -5.4

71 Prudential insurance, Prudential Insurance Co. 54,794.8 48,995.6 11.8

72 Subaru cars, Fuji Heavy Industries 53,938.5 53,660.6 0.5

73 American Airlines, AMR Corp. 53,389.4 77,724.2 -31.3

74 Broadway stores, Carter Hawley Hale Stores 53,141.9 49,046.5 8.4

75 Reebok shoes, Reebok International 52,601.1 66,679.2 -21.1

76 Delta Air Lines, Delta Air Lines 52,463.5 85,799.7 -38.9

77 IBM computers & software, IBM Corp. 51,140.6 43,226.0 18.3

78 BMW cars & motorcycles, BMW AG 50,895.7 66,549.1 -23.5

79 Johnson & Johnson personal care, Johnson & Johnson 50,258.3 39,242.9 28.1

80 Kodak cameras & photo supplies, Eastman Kodak Co. 49,590.6 56,456.3 -12.2

81 Levi's sportswear, Levi Strauss & Co. 48,257.0 37,447.7 28.9

82 Tide laundry products, Procter & Gamble Co. 47,174.6 36,020.7 31.0

83 Mercedes-Benz cars, Daimler-Benz AG 47,033.4 48,097.8 -2.2

84 Kleenex paper products, Kimberly-Clark Corp. 46,331.0 32,991.9 40.4

85 Sprint telephone svcs, Sprint Corp. 46,092.0 75,517.8 -39.0

86 Jenny Craig diet & food, Jenny Craig 45,513.1 35,412.3 28.5

87 Red Lobster restaurants, General Mills 45,254.6 41,596.8 8.8

88 Subway restaurants, Subway Restaurants 44,892.7 29,710.1 51.1

89 Gillette toiletries, Gillette Co. 44,724.2 31,140.0 43.6

90 Domino's Pizza, Domino's Pizza 44,237.9 47,349.2 -6.6

91 Quaker cereals & foods, Quaker Oats Co. 44,188.5 44,572.4 -0.9

92 MasterCard credit card services, MasterCard International 42,613.1 32,307.0 31.9

93 Dr Pepper & Diet Dr Pepper beverages, Dr Pepper/Seven-Up Cos. 42,451.8 38,911.5 9.1

94 Folgers coffees, Procter & Gamble Co. 42,445.3 48,550.8 -12.6

95 Geo cars, General Motors Corp. 41,814.7 35,072.4 19.2

96 Home Depot stores, Home Depot 41,610.5 35,130.7 18.4

97 Blockbuster videos, Blockbuster Entertainment Corp. 41,348.2 27,864.5 48.4

98 Foley's stores, May Department Stores Co. 41,009.8 39,024.7 5.1

99 Cover Girl cosmetics & toiletries, Procter & Gamble Co. 40,647.3 38,024.0 6.9

100 Volvo cars, Volvo AB 40,023.2 38,299.5 4.5

101 Nestle foods, Nestle SA $39,950.1 $27,384.8 45.9

102 Lucky food stores, American Stores Co. 39,731.7 42,202.9 -5.9

103 Discover credit card service, Dean Witter & Co. 39,723.8 41,386.1 -4.0

104 U.S. Postal Service, U.S. Government 39,717.8 66,430.6 -40.2

105 Mattel toys & games, Mattel 39,494.3 49,243.7 -19.8

106 Weight Watchers food & diet, H.J. Heinz Co. 39,323.6 35,306.3 11.4

107 Midas muffler shops, Whitman Corp. 39,231.0 42,893.1 -8.5

108 Hardee's restaurants, Imasco Ltd. 38,993.0 33,911.4 15.0

109 Robinson's stores, May Department Stores Co. 38,424.9 36,081.7 6.5

110 Betty Crocker foods, General Mills 38,353.1 34,854.2 10.0

111 Ultra Slim-Fast diet & food, Slim Fast Food Co. 38,329.0 54,795.2 -30.1

112 Purina pet foods, Ralston Purina Co. 38,311.6 22,296.2 71.8

113 Continental Airlines, Continental Airlines Holdings 38,003.3 34,241.0 11.0

114 Maybelline personal care, Maybelline 37,824.2 34,800.5 8.7

115 The Wiz electronic stores, The Wiz 37,622.5 29,123.0 29.2

116 Hyundai cars, Hyundai Group 37,352.4 43,051.7 -13.2

117 Apple computers, Apple Computer 37,303.6 23,878.2 56.2

118 CompUSA computer stores, CompUSA 36,664.2 21,810.4 68.1

119 Lens Crafters opticians stores, U.S. Shoe Corp. 36,088.1 27,627.3 30.6

120 UPS freight service, United Parcel Service 35,521.1 29,462.9 20.6

121 Helene Curtis personal care, Helene Curtis Industries 34,345.5 36,759.4 -6.6

122 United Airlines, UAL Corp. 34,335.7 64,569.3 -46.8

123 Bradford Exchange collectibles, Bradford Exchange 34,292.5 31,183.8 10.0

124 Hallmark cards & candy, Hallmark Cards 34,041.5 25,700.5 32.5

125 U.S. West telephone svcs, U.S. West 33,799.6 26,138.4 29.3

126 Clairol haircare products, Bristol-Myers Squibb Co. 33,245.8 24,092.3 38.0

127 Touchstone films, Walt Disney Co. 33,206.4 28,509.2 16.5

128 Radio Shack electronics stores, Tandy Corp. 33,081.9 26,132.2 26.6

129 Lipton foods, Unilever 33,033.9 35,817.5 -7.8

130 Pacific Bell telephone svcs, Pacific Telesis 32,689.8 27,211.2 20.1

131 Camel cigarettes, RJR Nabisco 32,411.7 19,960.5 62.4

132 Maxwell House coffees, Philip Morris Cos. 32,329.1 30,055.7 7.6

133 Tri-Star pictures, Sony Corp. 32,098.5 40,734.0 -21.2

134 Hollywood pictures, Walt Disney Co. 31,789.6 36,745.3 -13.5

135 Stouffer foods & hotels, Nestle SA 31,684.4 30,648.3 3.4

136 Lord & Taylor stores, May Department Stores Co. 31,506.8 30,418.1 3.6

137 Builders Square stores, Kmart Corp. 31,225.9 27,751.2 12.5

138 Oil of Olay toiletries, Procter & Gamble Co. 31,035.7 28,574.8 8.6

139 TWA airlines, Trans World Airlines 30,578.7 28,759.9 6.3

140 Bank of America, BankAmerica Corp. 30,502.2 28,714.8 6.2

141 Danbury Mint collectibles, MBI 30,341.9 23,825.3 27.4

142 DuPont carpets, coatings, fibers, DuPont Corp. 30,295.4 31,318.3 -3.3

143 Colgate toothpaste & toothbrushes, Colgate-Palmolive Co. 29,924.4 22,977.9 30.2

144 Hershey candies & foods, Hershey Foods Corp. 29,767.7 28,179.1 5.6

145 Ameritech telephone svcs, Ameritech 29,766.4 28,792.0 3.4

146 Vons markets, Vons Cos. 29,720.8 29,639.9 0.3

147 Century 21 real estate, Metropolitan Life Insurance Co. 29,402.0 30,383.4 -3.2

148 Walgreen drugs, Walgreen Co. 29,342.3 30,554.1 -4.0

149 NordicTrack exerciser, CML Group 29,097.5 17,255.7 68.6

150 S.C. Johnson household products, S.C. Johnson & Son 29,051.7 37,377.9 -22.3

151 Kroger Co. food stores, Kroger Co. 28,950.0 39,180.2 -26.1

152 Hertz rent a car, Park Ridge Corp. 28,867.9 25,161.5 14.7

153 Estee Lauder cosmetics, Estee Lauder Inc. 28,822.2 21,834.8 32.0

154 HBO cable TV, Time Warner 28,743.5 37,150.5 -22.6

155 Jell-O gelatins & puddings, Philip Morris Cos. 28,522.9 27,438.3 4.0

156 USAir, USAir Group 28,414.9 50,236.8 -43.4

157 Clorox household & laundry cleaners, Clorox Co. 28,212.7 26,575.2 6.2

158 Merrill Lynch, Merrill Lynch & Co. 28,110.5 28,500.6 -1.4

159 Bayer aspirin, Eastman Kodak Co. 27,959.4 10,888.5 156.8

160 Burdine's stores, Federated Department Stores 27,813.8 30,922.9 -10.1

161 Eveready batteries & flashlights, Ralston Purina Co. 27,768.9 41,008.4 -32.3

162 Lysol cleaners, Eastman Kodak Co. 27,612.1 30,649.2 -9.9

163 American Plastics Council, American Plastic Council 27,565.5 0.0 NA

164 Hamilton collection, Stanhome Inc. 27,526.8 19,042.5 44.6

165 Jack in the Box restaurants, Foodmaker Inc. 27,478.0 24,417.9 12.5

166 Royal Caribbean cruise lines, Royal Caribbean Cruise Lines 27,420.8 30,203.0 -9.2

167 Giant food stores, Koninklijke Ahold NV 27,250.4 22,737.6 19.8

168 Campbell's soups, Campbell Soup Co. 27,235.4 36,425.2 -25.2

169 Anheuser-Busch beers, Anheuser-Busch Cos. 27,197.1 27,410.5 -0.8

170 Rogaine hair products, Upjohn Co. 26,961.8 8,693.8 210.1

171 Pearle Vision centers, Grand Metropolitan 26,693.7 24,934.8 7.1

172 Cable TV, Cable TV networks 26,685.5 92.9 NA

173 Best Buy stores, Best Buy Co. 26,564.1 16,870.4 57.5

174 Filenes stores, May Department Stores Co. 26,522.0 23,817.5 11.4

175 Southwest Airlines, Southwest Airlines 26,497.7 22,762.1 16.4

176 Publishers Choice, Publishers Choice 26,494.9 22,401.0 18.3

177 Lancome toiletries & cosmetics, Nestle SA 26,469.6 21,043.9 25.8

178 Max Factor cosmetics, Procter & Gamble Co. 26,468.7 9,496.3 178.7

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