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The 100 Leading National Advertisers are selected from the 250 largest national advertisers based on measured U.S. media spending in 2000. That group is pared to 100 after estimated unmeasured expenditures are added. All ad spending figures throughout this report are U.S. only.

Measured media advertising is spending in 13 national consumer media monitored by Taylor Nelson Sofres' CMR, Internet from CMRinteractive, and Yellow Pages from Yellow Pages Publishers Association.

Measured media: CMR measures ads in 400+ newspapers in 60 of the nation's top markets. CMR monitors space in national newspapers, the Wall Street Journal, USA Today and the New York Times. PIB/CMR Magazines measures ads in 256-plus consumer magazines and Sunday magazines. CMR data include revenue in more than 280 outdoor plant operator markets. CMR monitors network TV ads on ABC, CBS, NBC, Fox, WB, UPN and Pax TV and spot TV on 540-plus stations in the 75 top U.S. markets (100 beginning this December). CMR provides spending for more than 200 syndicated TV programs per month through 24-hour monitoring of four satellites and 14 transponders. CMR continuously monitors 37 cable TV networks and 5 radio networks. CMR gathers spot radio data from 4,000 stations in more than 225 markets. CMRi's AdNetTrackUS tracks ads on 330 Internet web sites. Yellow Pages come from Yellow Pages Publishers Association.

Unmeasured spending: Unmeasured is an Ad Age estimate and includes direct mail, promotion, co-op, couponing, catalogs, business and farm publications and special events, to name a few. Unmeasured is the difference between a company's reported or estimated ad costs and its measured media. A company's reported ad costs, typically worldwide, are found generally in public documents and are weighted to reflect a U.S.-only percentage. Unmeasured for private companies is modeled to that of their publicly-held direct competitors.

Brand spending: Media spending by top brands ($10 million or more) presented at the beginning of each Top 100 profile includes only CMR's 11-media totals. In this listing, Ad Age combines all brands, products and services marketed under the same name.

Corporate sales and earnings: Corporate financial results of the Top 100 are for the latest available fiscal year. Returns from privately held companies are estimated whenever possible.

Staff for this report: Kevin Brown, R. Craig Endicott, Mike Ryan, Rick Gordon, Julie A. Johnson, Scott MacDonald, Philip Montgomery-Fleming, Mike Ryan, Mark Schumann, Jennie Sierra.

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