Advertising Age Data Center
Top 100 Megabrands 1999
Rank Megabrand Company Total measured advertising 1999 Total measured advertising 1998 % chg Total TV advertising 1999 Total TV advertising 1998 % chg Total print advertising 1999 Total print advertising 1998 % chg
1 Chevrolet vehicles General Motors Corp. 762.4 645.4 18.1% 429.9 375.0 14.6% 308.8 246.1 25.5%
2 AT&T telephone svcs AT&T Corp. 711.4 526.3 35.2% 423.2 316.2 33.8% 246.5 168.0 46.7%
3 Dodge vehicles DaimlerChrysler 651.7 602.8 8.1% 495.1 442.5 11.9% 139.0 140.2 -.9%
4 Ford vehicles Ford Motor Co. 629.5 620.2 1.5% 411.3 383.0 7.4% 192.5 224.4 -14.2%
5 McDonald's restaurants McDonald's Corp. 627.2 571.7 9.7% 585.1 530.7 10.3% 10.2 3.3 209.1%
6 Toyota vehicles Toyota Motor Corp. 569.4 500.3 13.8% 393.2 338.8 16.1% 169.7 156.5 8.4%
7 Sears department stores Sears, Roebuck & Co. 556.1 572.0 -2.8% 281.7 286.9 -1.8% 258.2 267.4 -3.4%
8 Sprint telephone svcs Sprint Corp. 470.1 352.1 33.5% 384.7 273.5 40.7% 61.6 51.7 19.1%
9 Chrysler vehicles DaimlerChrysler 426.5 384.6 10.9% 261.0 230.0 13.5% 151.5 143.0 5.9%
10 Nissan vehicles Nissan Motor Co. 416.9 340.6 22.4% 260.2 263.4 -1.2% 146.7 76.5 91.8%
11 Honda vehicles Honda Motor Co. 413.5 353.8 16.9% 338.2 282.1 19.9% 73.2 66.4 10.2%
12 Circuit City stores Circuit City Stores 410.5 403.7 1.7% 130.1 124.5 4.5% 280.1 278.9 .4%
13 Burger King restaurants Diageo 403.6 407.5 -.9% 369.2 380.4 -2.9% 2.3 2.2 4.5%
14 Macy's department stores Federated Department Stores 367.3 343.7 6.9% 39.9 34.8 14.7% 326.7 308.3 6.0%
15 Buick cars General Motors Corp. 342.4 229.6 49.1% 183.8 143.7 27.9% 155.4 85.6 81.5%
16 Kmart discount stores Kmart Corp. 337.5 309.6 9.0% 165.8 144.2 15.0% 156.0 134.5 16.0%
17 Oldsmobile vehicles General Motors Corp. 330.4 242.0 36.5% 211.7 176.5 19.9% 116.6 64.3 81.3%
18 American Express credit cards American Express Co. 329.3 279.9 17.7% 156.5 177.2 -11.7% 155.8 98.2 58.7%
19 General Mills cereals General Mills 323.2 296.9 8.9% 307.6 276.4 11.3% 14.4 18.8 -23.4%
20 J.C. Penney department stores J.C. Penney Co. 300.6 318.5 -5.6% 136.0 129.8 4.8% 148.8 162.2 -8.3%
21 Wal-Mart discount stores Wal-Mart Stores 298.0 233.6 27.5% 264.7 200.1 32.3% 32.6 31.3 4.2%
22 Pontiac vehicles General Motors Corp. 285.2 201.4 41.6% 206.9 168.8 22.6% 72.6 30.2 140.4%
23 Cadillac vehicles General Motors Corp. 284.9 189.0 50.7% 164.7 126.8 29.9% 118.5 57.6 105.7%
24 Jeep sport-utility vehicles DaimlerChrysler 282.9 246.9 14.6% 200.3 173.9 15.2% 78.3 70.4 11.2%
25 Volkswagen vehicles Volkswagen 281.1 180.8 55.4% 226.0 151.9 48.8% 50.9 24.7 106.1%
26 IBM computers & svcs IBM Corp. 275.6 270.5 1.9% 119.7 144.7 -17.3% 144.0 118.7 21.3%
27 Saturn cars General Motors Corp. 274.7 210.0 30.8% 219.6 163.3 34.5% 49.8 39.6 25.8%
28 Visa credit cards Visa USA 268.3 226.2 18.6% 225.2 189.5 18.8% 32.7 24.1 35.7%
29 Kellogg's cereals Kellogg Co. 265.0 278.7 -4.9% 200.3 226.0 -11.4% 55.0 50.1 9.8%
30 Target discount stores Target Corp. 260.7 231.6 12.6% 106.7 91.3 16.9% 144.1 124.2 16.0%
31 L'Oreal beauty products L'Oreal 256.6 226.6 13.2% 216.1 173.0 24.9% 40.2 53.3 -24.6%
32 Best Buy stores Best Buy Co. 251.0 206.7 21.4% 102.6 98.2 4.5% 144.4 108.4 33.2%
33 Microsoft software & Internet svcs Microsoft Corp. 247.1 216.6 14.0% 99.0 63.2 56.6% 139.2 143.8 -3.2%
34 GMC trucks General Motors Corp. 246.6 118.2 108.6% 165.7 93.8 76.7% 80.1 23.3 243.8%
35 Budweiser beers Anheuser-Busch Cos. 244.4 261.0 -6.4% 234.5 250.7 -6.5% 5.3 5.8 -8.6%
36 Home Depot home stores Home Depot 236.3 215.7 9.6% 166.7 148.2 12.5% 60.5 62.2 -2.7%
37 Gateway computers Gateway 223.9 183.2 22.2% 116.2 73.4 58.3% 101.7 101.5 .2%
38 Nike footwear & apparel Nike 219.9 196.4 12.0% 148.9 145.9 2.1% 68.7 45.4 51.3%
39 KFC restaurants Tricon Global Restaurants 218.8 161.7 35.3% 213.6 157.7 35.4% 1.7 1.3 30.8%
40 10-10-220 telephone svcs MCI WorldCom 218.4 65.3 234.5% 215.1 62.5 244.2% 3.2 2.8 14.3%
41 Wendy's restaurants Wendys International 217.8 188.4 15.6% 203.4 180.6 12.6% 6.8 .7 871.4%
42 Taco Bell restaurants Tricon Global Restaurants 206.5 203.2 1.6% 196.0 192.0 2.1% .4 .2 100.0%
43 Bell Atlantic telephone svcs* Verizon Communications 200.2 220.7 -9.3% 59.3 94.8 -37.4% 118.8 103.6 14.7%
44 Alltel telephone svcs Alltel 198.6 128.1 55.0% 34.9 7.5 365.3% 154.5 115.4 33.9%
45 Dillard's department stores Dillard's 194.5 170.1 14.3% .3 .5 -40.0% 193.9 169.4 14.5%
46 Charles Schwab financial svcs Charles Schwab Corp. 191.0 97.1 96.8% 119.8 55.2 117.0% 70.4 41.0 71.7%
47 Sony electronics Sony Corp. 188.2 191.3 -1.7% 101.6 112.9 -10.0% 82.2 72.0 14.2%
48 Mazda vehicles Mazda Motor Corp. 186.2 199.6 -6.7% 153.6 153.8 -.1% 21.9 43.1 -49.2%
49 Mitsubishi vehicles Mitsubishi Motors Corp. 185.7 174.7 6.3% 173.3 147.4 17.6% 10.0 25.9 -61.4%
50 General Motors Corp. corporate General Motors Corp. 181.5 142.9 27.0% 87.1 84.6 3.0% 88.3 48.7 81.3%
51 MasterCard credit cards Mastercard International 180.4 157.5 14.6% 135.3 122.7 10.3% 42.2 34.7 21.6%
52 MCI WorldCom telephone svcs MCI Worldcom 177.8 218.8 -18.7% 149.2 171.2 -12.9% 25.7 29.2 -12.0%
53 Coke & Diet Coke beverages Coca-Cola Co. 174.4 153.6 13.5% 153.3 131.5 16.6% 15.4 17.1 -9.9%
54 Tylenol remedies Johnson & Johnson 171.1 213.4 -19.8% 151.2 200.3 -24.5% 19.1 11.8 61.9%
55 Geico insurance Berkshire Hathaway 170.9 77.1 121.6% 124.6 45.2 175.7% 14.9 7.6 96.1%
56 Fidelity financial svcs FMR Corp. 168.5 87.1 93.4% 61.7 34.6 78.3% 97.6 49.0 99.2%
57 Hewlett-Packard computer equipment Hewlett-Packard Co. 167.7 89.8 86.8% 25.3 7.8 224.4% 138.3 78.9 75.3%
58 Lincoln vehicles Ford Motor Co. 167.5 121.7 37.6% 94.5 70.3 34.4% 71.1 48.7 46.0%
59 Compaq computers Compaq Computer Corp. 165.9 120.8 37.4% 37.0 12.8 189.1% 127.6 107.0 19.3%
60 Pepsi & Diet Pepsi beverages PepsiCo 165.7 145.3 14.0% 155.1 133.5 16.2% 3.8 3.3 15.2%
61 Intel computer components Intel Corp. 165.4 105.9 56.1% 99.9 69.0 44.8% 63.2 29.9 111.4%
62 1-800-Collect telephone svcs MCI WorldCom 164.5 147.6 11.4% 162.7 127.9 27.2% 1.6 .5 220.0%
63 Olay skin care & cosmetics Procter & Gamble Co. 163.0 122.1 33.5% 83.6 80.1 4.4% 77.0 37.9 103.2%
64 Discover financial svcs Morgan Stanley Dean Witter & Co. 160.9 102.3 57.4% 106.4 61.5 73.0% 53.6 24.0 123.3%
65 Kraft foods Philip Morris Cos. 157.7 146.1 8.0% 108.0 113.8 -5.1% 40.4 24.1 67.6%
66 Dell computers Dell Computer Corp. 156.8 94.4 66.0% 60.0 26.0 130.8% 96.4 68.2 41.3%
67 Philip Morris Cos. corporate Philip Morris Cos. 153.7 17.1 801.3% 113.4 10.2 1,011.8% 10.6 6.8 55.9%
68 Kodak photo equipment Eastman Kodak Co. 152.6 150.9 1.2% 102.0 102.9 -.9% 45.9 39.6 15.9%
69 10-10-321 telephone svcs MCI WorldCom 152.6 178.7 -14.6% 150.0 178.7 -16.1% .6 .0 NA
70 Quaker cereals & foods Quaker Oats Co. 151.2 100.2 50.9% 123.0 82.3 49.5% 27.7 17.5 58.3%
71 Gap apparel stores Gap 147.8 123.4 19.8% 115.4 90.9 27.0% 25.8 28.4 -9.2%
72 Acura vehicles Honda Motor Co. 147.7 130.9 12.8% 105.4 88.1 19.6% 42.3 42.7 -.9%
73 Miller beers Philip Morris Cos. 147.5 181.2 -18.6% 119.9 161.1 -25.6% 13.6 11.7 16.2%
74 Blockbuster video stores Viacom 145.8 152.4 -4.4% 124.6 133.7 -6.8% 1.6 4.1 -61.0%
75 Post cereals Philip Morris Cos. 143.7 153.7 -6.5% 113.8 132.1 -13.9% 28.7 16.7 71.9%
76 Lexus vehicles Toyota Motor Corp. 138.2 151.4 -8.7% 96.1 108.2 -11.2% 39.7 42.1 -5.7%
77 Neutrogena cosmetics & personal care Johnson & Johnson 137.1 73.4 86.9% 89.2 46.5 91.8% 47.8 26.5 80.4%
78 Claritin allergy Rx Schering-Plough Corp. 136.8 172.8 -20.8% 80.1 101.8 -21.3% 54.4 57.5 -5.4%
79 RadioShack electronics stores Tandy Corp. 134.1 108.8 23.3% 94.7 39.4 140.4% 31.6 48.4 -34.7%
80 Coors beers Adolph Coors Co. 133.1 113.0 17.8% 127.2 104.1 22.2% 1.2 3.5 -65.7%
81 Subway Restaurants Doctors Associates 132.7 99.6 33.3% 130.9 98.4 33.0% .6 .7 -14.3%
82 Disney entertainment & resorts Walt Disney Co. 131.9 108.9 21.2% 91.4 77.1 18.5% 36.1 29.9 20.7%
83 Mercury vehicles Ford Motor Co. 131.3 169.7 -22.6% 77.9 109.9 -29.1% 53.4 59.8 -10.7%
84 E*Trade financial svcs E*Trade Group 130.6 41.4 215.6% 96.9 18.8 415.4% 31.4 22.4 40.2%
85 Montgomery Ward department stores Montgomery Ward & Co. 128.3 149.7 -14.3% 43.3 57.0 -24.0% 73.0 81.2 -10.1%
86 Pizza Hut restaurants Tricon Global Restaurants 125.7 131.1 -4.2% 114.7 123.9 -7.4% .6 .5 20.0%
87 Pillsbury foods Diageo 124.8 106.1 17.7% 110.8 94.8 16.9% 12.6 10.4 21.2%
88 GTE telephone svcs* Verizon Communications 119.5 118.4 1.0% 26.0 28.9 -10.0% 53.6 55.6 -3.6%
89 U.S. Postal Service U.S. Government 117.7 139.2 -15.5% 87.7 96.1 -8.7% 24.2 32.6 -25.8%
90 Wrigley's chewing gums Wm. Wrigley Jr. Co. 117.0 121.7 -3.8% 105.6 101.5 4.0% .2 .0 NA
91 Clairol haircare products Bristol-Myers Squibb Co. 115.7 141.8 -18.4% 82.4 104.1 -20.8% 32.6 37.4 -12.8%
92 Hyundai cars Hyundai Motor Co. 115.3 80.4 43.5% 94.4 61.2 54.2% 17.9 17.7 1.1%
93 Mercedes-Benz vehicles DaimlerChrysler 114.8 81.9 40.3% 69.6 46.1 51.0% 42.4 33.8 25.4%
94 Merrill Lynch financial svcs Merrill Lynch & Co. 114.7 56.2 104.2% 62.7 21.3 194.4% 51.0 32.9 55.0%
95 Domino's pizza restaurants Dominos Pizza 114.0 114.0 .0% 111.1 111.4 -.3% 1.3 1.5 -13.3%
96 Prudential financial svcs Prudential Insurance Co. of America 112.6 131.7 -14.5% 44.7 62.1 -28.0% 64.4 57.6 11.8%
97 Southwest airlines Southwest Airlines 111.5 108.8 2.4% 72.4 61.9 17.0% 28.7 36.0 -20.3%
98 Office of National Drug Control Policy U.S. Government 111.3 62.0 79.3% 68.1 38.6 76.4% 30.2 13.4 125.4%
99 Mervyn's department stores Target Corp. 110.4 92.5 19.3% 33.8 23.5 43.8% 66.8 67.0 -.3%
100 Allstate insurance Allstate Corp. 109.8 84.6 29.7% 58.2 42.9 35.7% 20.2 14.6 38.4%
Notes: Dollars are in millions. Advertising dollars from Competitive Media Reporting. *With the merger of Bell Atlantic and GTE, both brands will be known as Verizon.