Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Key brands critical to national media growth

Published on .

The Top 100 MegaBrands are media cornerstones.

The group embraced 26% of all national media in 2000-$25.4 billion of $98.7 billion, according to Ad Age's Top 100 MegaBrands report.

In four of the five leading media by ad volume-newspapers, network, spot and cable TV-spending from the Top 100 outpaced that from other advertisers.

Only in magazines did the Top 100 trail other advertisers in growth-3.8% vs. 16.2%-as auto brands in the Top 100 dropped 2% in magazine ad volume. The Top 100's 25 auto megabrands still accounted for 8% of all magazine advertising, down from 9% in '99.

Interpublic Group of Cos.' McCann-Erickson Worldwide and Omnicom Group's BBDO Worldwide claimed the most megabrands (10 each) as lead agency. Omnicom Group agencies captured 33, most of any ad organization; seven (mostly retailers) were handled in-house.

Most Popular
In this article: