Measured media advertising is spending in 15 national media monitored by TNS Media Intelligence/CMR and Yellow Pages from Yellow Pages Integrated Media Association. TNSMI/CMR's Stradegy product was used to pull 15 measured media to determine the Top 100. The company's Ad$pender product, which carries totals on 11 media, was used for the top 10 charts accompanying articles on market categories.
Unmeasured spending: Unmeasured is an Ad 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 reported or estimated ad costs and its measured media. 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 aap73j. Profiles include the most recent fiscal-year financial returns, a company's megabrands that generated $10 million-plus in media spending in 2003, corporate contacts and agencies and 16-media breakouts. The media breakouts include for the first time Spanish-language TV, business-to-business magazines and local magazines.