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 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.