Methodology

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The 100 leading National Advertisers are selected from the 250 largest national advertisers based on measured U.S. media spending. That group is pared to 100 after estimated unmeasured expenditures are added.

Measured media advertising is spending in 19 national media: 17 national media monitored by TNS Media Intelligence (found in its Stradegy product), free-standing inserts from TNS's Marx Promotion Intelligence and Yellow Pages from Yellow Pages Association.

Unmeasured spending: Unmeasured is an Advertising Age estimate and includes direct mail, sales promotion, co-op spending, couponing, catalogs, business and farm publications, and special events, to name a few. Essentially, unmeasured is the difference between a company's measured media and its ad costs, either reported or estimated by Ad Age . A company's reported ad costs are weighted by Ad Age to reflect a U.S.-only percentage.

Each top 100 company is profiled in a PDF file that can be downloaded from AdAge.com QwikFIND aaq65k. Profiles include the most recent fiscal-year financial returns, a company's megabrands that generated $10 million-plus in media spending in 2004, corporate contacts and agencies, and the 19 media breakouts. The media breakouts for the first time include free-standing inserts.

Staff for this report: Kevin Brown, R. Craig Endicott, Scott MacDonald, Mark Schumann, Jennie Sierra, Gina E. Brown, Jeff Fleischer, Katie Jacobson, Maureen Morrison, Mike Ryan and Dan Lippe.

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