Advertising Age Data Center
101-200 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
101 U.S. dairy products U.S. dairy producers, processors 108.8 93.1 16.8% 95.2 75.8 25.6% 6.2 8.2 -24.4%
102 Infiniti vehicles Nissan Motor Co. 107.8 120.6 -10.6% 69.3 89.1 -22.2% 35.4 30.4 16.4%
103 Lowe's building supplies Lowe's Cos. 106.5 58.7 81.4% 69.1 30.6 125.8% 33.7 26.1 29.1%
104 Advil remedies American Home Products Corp. 106.5 123.2 -13.5% 99.4 113.2 -12.2% 6.3 10.0 -37.0%
105 Huggies disposable diapers & wipes Kimberly-Clark Corp. 106.2 93.8 13.2% 77.5 69.9 10.9% 28.7 23.8 20.6%
106 Old Navy apparel stores Gap 105.5 65.3 61.6% 84.4 56.5 49.4% 8.3 2.0 315.0%
107 BellSouth telephone svcs BellSouth Corp. 105.5 135.4 -22.1% 46.9 73.9 -36.5% 45.0 50.6 -11.1%
108 Ameritrade financial svcs Ameritrade 104.5 14.2 635.8% 92.8 10.6 775.5% 10.9 3.6 202.8%
109 Canon optical & business machines Canon 104.4 117.8 -11.3% 45.0 54.4 -17.3% 58.9 57.3 2.8%
110 U S West telephone svcs US West 103.0 92.2 11.6% 46.5 39.0 19.2% 37.7 27.3 38.1%
111 State Farm insurance State Farm Mutual Auto Insurance Co. 102.9 76.1 35.2% 54.0 39.7 36.0% 37.7 30.4 24.0%
112 Walgreens drug stores Walgreen Co. 102.9 95.8 7.4% 33.6 23.8 41.2% 69.2 71.9 -3.8%
113 Dr Pepper beverages Cadbury Schweppes 101.6 86.1 18.1% 100.7 84.8 18.8% .8 .8 .0%
114 Maybelline cosmetics L'Oreal 101.3 91.1 11.2% 68.0 62.8 8.3% 33.3 28.2 18.1%
115 Office Depot office supply stores Office Depot 101.1 67.6 49.5% 44.1 16.6 165.7% 54.6 50.2 8.8%
116 Slim-Fast diet products Slim Fast Foods Co. 99.6 73.8 34.9% 97.9 73.8 32.7% 1.7 .0 NA
117 Nintendo video games Nintendo Co. 97.7 90.6 7.9% 87.8 80.7 8.8% 8.0 7.7 3.9%
118 Ameritech telephone svcs SBC Communications 96.4 79.3 21.7% 63.7 58.6 8.7% 19.2 10.3 86.4%
119 First Union banks First Union Corp. 96.4 119.4 -19.2% 66.8 55.2 21.0% 26.9 61.9 -56.5%
120 Robinson's department stores May Department Stores Co. 95.3 88.4 7.9% 2.9 2.8 3.6% 91.1 84.3 8.1%
121 Nabisco cookies, crackers & cereals Nabisco Group Holdings Corp. 95.3 64.0 48.8% 81.4 59.1 37.7% 13.6 4.7 189.4%
122 Mattel toys Mattel 95.3 151.2 -37.0% 88.8 131.2 -32.3% 6.5 18.0 -63.9%
123 Purina pet foods Ralston Purina Co. 95.0 89.9 5.6% 65.0 58.6 10.9% 29.0 30.6 -5.2%
124 Revlon cosmetics Revlon 94.9 100.7 -5.8% 62.8 64.6 -2.8% 32.0 36.0 -11.1%
125 Foley's department stores May Department Stores Co. 94.8 86.1 10.1% 5.4 3.6 50.0% 89.4 82.5 8.4%
126 Marlboro cigarettes Philip Morris Cos. 94.7 134.6 -29.6% .0 .0 NA 93.5 81.6 14.6%
127 Fox TV network News Corp. 93.8 97.8 -4.1% 4.5 2.6 73.1% 61.0 64.4 -5.3%
128 Hallmark greeting cards & gifts Hallmark Cards 93.5 91.2 2.5% 73.5 76.5 -3.9% 19.0 13.2 43.9%
129 Kohl's department stores Kohl's Corp. 93.2 76.4 22.0% 36.8 30.1 22.3% 49.1 40.2 22.1%
130 Crest dental care Procter & Gamble Co. 93.2 122.0 -23.6% 70.3 92.3 -23.8% 21.4 29.1 -26.5%
131 Pacific Bell telephone svcs SBC Communications 92.9 69.6 33.6% 33.9 23.4 44.9% 37.1 25.4 46.1%
132 Kia vehicles Kia Motors Corp. 92.8 56.3 64.8% 90.6 52.4 72.9% 1.3 2.3 -43.5%
133 Apple computers Apple Computer 92.1 80.9 13.8% 37.5 46.3 -19.0% 49.2 30.0 64.0%
134 Tide laundry detergents Procter & Gamble Co. 91.7 87.9 4.3% 75.6 78.3 -3.4% 14.3 8.0 78.8%
135 U.S. Army U.S. Government 91.6 77.2 18.7% 73.3 61.5 19.2% 12.1 11.4 6.1%
136 DirecTV satellite systems General Motors Corp. 90.1 87.1 3.5% 55.3 61.4 -9.9% 33.7 25.6 31.6%
137 Campbell's soups Campbell Soup Co. 89.7 108.0 -17.0% 62.0 81.0 -23.5% 23.4 21.8 7.3%
138 Subaru vehicles Fuji Heavy Industries 89.1 83.7 6.4% 60.9 59.0 3.2% 26.2 23.2 12.9%
139 Hertz vehicle rental Ford Motor Co. 87.6 83.6 4.9% 30.8 27.0 14.1% 56.2 53.2 5.6%
140 Morgan Stanley Dean Witter financial svcs Morgan Stanley Dean Witter &Co. 86.3 55.8 54.6% 38.6 27.6 39.9% 46.1 27.5 67.6%
141 Audi cars Volkswagen 84.7 73.5 15.2% 58.2 42.4 37.3% 26.5 31.1 -14.8%
142 Air Touch cellular svcs* Airtouch Communications 83.4 81.9 1.8% 35.5 43.4 -18.2% 29.6 32.7 -9.5%
143 Philips electronics Philips Electronics 82.1 116.0 -29.2% 67.1 83.7 -19.8% 14.9 31.5 -52.7%
144 HBO cable TV Time Warner 82.0 102.3 -19.9% 15.5 36.5 -57.5% 61.0 58.5 4.3%
145 Gatorade beverages Quaker Oats Co. 81.7 68.4 19.4% 73.6 62.4 17.9% 6.8 5.3 28.3%
146 Volvo cars Ford Motor Co. 81.6 81.7 -.1% 42.5 46.1 -7.8% 36.8 30.4 21.1%
147 CBS TV & radio networks Viacom 81.3 87.6 -7.1% 11.6 9.0 28.9% 50.7 57.8 -12.3%
148 Isuzu trucks Isuzu Motors 80.9 137.2 -41.0% 54.1 100.6 -46.2% 25.9 36.4 -28.8%
149 Toys R Us toy stores Toys-R-Us 80.8 69.7 15.8% 50.8 45.8 10.9% 21.7 19.2 13.0%
150 BMW vehicles BMW 80.3 76.7 4.7% 40.5 34.2 18.4% 38.8 42.1 -7.8%
151 Prilosec heartburn Rx Astrazeneca 79.4 49.7 59.7% 41.1 33.2 23.8% 38.1 16.5 130.9%
152 Pier 1 imports store Pier 1 Imports 78.8 45.0 75.0% 47.2 35.8 31.8% 31.3 9.2 240.2%
153 M&M's candies Mars Inc. 78.8 68.3 15.5% 72.2 59.8 20.7% 5.0 7.2 -30.6%
154 NBC TV & radio networks General Electric Co. 78.6 78.1 .6% 4.2 3.2 31.3% 59.2 57.0 3.9%
155 Staples office supply Staples 78.6 79.8 -1.6% 46.5 52.3 -11.1% 28.1 23.8 18.1%
156 Snap.com internet svcs General Electric Co. 77.8 17.4 345.8% 77.3 17.4 344.3% .3 .0 NA
157 Olive Garden restaurants Darden Restaurants 77.4 67.0 15.5% 71.8 66.4 8.1% 4.7 .1 4,600.0%
158 Xenical fat blocker Rx Roche Holdings 76.2 .1 105,815.0% 54.9 .0 NA 20.2 .0 NA
159 Colgate dental care Colgate-Palmolive Co. 75.7 75.1 .8% 68.7 69.2 -.7% 6.5 5.4 20.4%
160 Progressive insurance Progressive Corp. 75.0 34.9 115.0% 71.5 33.3 114.7% 1.0 .4 150.0%
161 Carmax auto superstore Circuit City Stores 74.6 69.1 8.0% 29.8 16.8 77.4% 44.3 51.7 -14.3%
162 Hershey's chocolate Hershey Foods Corp. 72.6 86.2 -15.8% 46.4 60.7 -23.6% 26.1 23.3 12.0%
163 United Parcel Service United Parcel Service 72.6 84.9 -14.5% 49.1 65.4 -24.9% 20.7 17.6 17.6%
164 Nextel cellular svcs Nextel Communications 72.3 63.9 13.0% 20.9 17.1 22.2% 38.5 37.8 1.9%
165 United Airlines UAL Corp. 72.1 62.6 15.2% 27.9 27.8 .4% 42.3 32.6 29.8%
166 Cellular One cellular svcs SBC Communications 71.9 72.1 -.2% 22.8 20.5 11.2% 46.9 48.1 -2.5%
167 Fisher-Price toys Mattel 71.8 43.1 66.6% 58.5 36.6 59.8% 13.3 6.5 104.6%
168 Xerox business machines Xerox Corp. 71.4 81.1 -12.0% 35.0 47.6 -26.5% 32.2 21.3 51.2%
169 Pantene hair care products Procter & Gamble Co. 71.3 139.7 -49.0% 42.3 98.0 -56.8% 28.1 37.3 -24.7%
170 Propecia hair loss Rx Merck & Co. 71.1 91.0 -21.8% 50.8 72.4 -29.8% 20.2 18.5 9.2%
171 Johnson & Johnson personal care Johnson & Johnson 70.7 51.0 38.6% 61.8 44.7 38.3% 8.8 6.0 46.7%
172 Clorox bleaches & cleaning products Clorox Co. 70.5 40.4 74.5% 50.9 34.2 48.8% 18.6 5.8 220.7%
173 Arthur S. DeMoss Foundation Arthur S. DeMoss Foundation 70.1 6.6 960.6% 43.5 5.8 650.0% 26.5 .8 3,212.5%
174 Pampers disposable diapers Procter & Gamble Co. 69.9 83.8 -16.6% 52.8 69.2 -23.7% 16.8 14.6 15.1%
175 Omnipoint cellular svcs Omnipoint Communications Services 68.9 57.4 20.0% 14.7 12.8 14.8% 51.0 42.2 20.9%
176 Lord & Taylor department stores May Department Stores Co. 68.7 64.0 7.4% .1 .0 NA 67.4 63.1 6.8%
177 Sprite beverages Coca-Cola Co. 68.4 56.5 20.9% 64.9 53.5 21.3% 3.3 2.9 13.8%
178 Arby's restaurants Triarc Cos. 68.4 59.5 14.9% 62.9 54.8 14.8% .6 .5 20.0%
179 Jell-O gelatins & puddings Philip Morris Cos. 68.3 65.6 4.1% 40.8 44.4 -8.1% 27.5 21.2 29.7%
180 Polo Ralph Lauren apparel & accessories Polo/Ralph Lauren Corp. 68.3 55.8 22.4% .0 1.0 -100.0% 67.6 54.5 24.0%
181 Kleenex tissues Kimberly-Clark Corp. 68.1 52.9 28.7% 41.9 37.5 11.7% 25.8 15.1 70.9%
182 GE appliances, electronics & financial svcs General Electric Co. 67.6 40.9 65.4% 51.3 32.0 60.3% 15.1 8.9 69.7%
183 milk U.S. dairy producers, processors 67.5 84.5 -20.1% .0 .0 NA 67.5 84.5 -20.1%
184 Motorola cellular equipment & svcs Motorola 67.0 63.1 6.3% 39.9 25.6 55.9% 25.4 36.7 -30.8%
185 DeBeers jewelry De Beers Consolidated Mines 67.0 67.8 -1.1% 50.4 45.1 11.8% 14.8 21.9 -32.4%
186 Bose audio equipment Bose Corp. 66.8 84.7 -21.1% 3.8 7.1 -46.5% 62.2 77.3 -19.5%
187 Publishers Choice multi-products National Syndications 66.0 71.1 -7.1% .0 .0 NA 66.0 71.1 -7.2%
188 Burlington Coat Factory stores Burlington Coat Factory Warehouse Corp. 65.4 57.4 14.1% 61.4 49.5 24.0% 3.8 7.7 -50.6%
189 Fry's electronics stores Fry's Electronics 65.0 58.9 10.5% 1.1 .8 37.5% 64.0 58.1 10.2%
190 Cover Girl cosmetics Procter & Gamble Co. 64.7 86.5 -25.1% 33.6 50.4 -33.3% 31.1 36.1 -13.9%
191 Estee Lauder cosmetics & fragrances Estee Lauder Cos. 64.3 69.3 -7.2% 24.3 25.2 -3.6% 39.6 43.8 -9.6%
192 Ortho Tri-Cyclen contraceptives Johnson & Johnson 64.1 30.0 113.7% 46.6 10.9 327.5% 17.5 19.1 -8.4%
193 Time-Life books, recordings & videos Time Warner 63.9 59.7 7.2% 58.6 57.7 1.6% 5.3 2.0 165.0%
194 Jack in the Box restaurants Jack in the Box 63.5 51.2 23.9% 60.8 49.3 23.3% .0 .0 NA
195 Bloomingdale's department stores Federated Department Stores 63.5 57.7 10.0% .8 .6 33.3% 60.9 56.8 7.2%
196 Pfizer corporate Pfizer 63.3 15.1 318.7% 42.7 8.7 390.8% 20.6 6.4 221.9%
197 ABC TV & radio networks Walt Disney Co. 63.1 66.2 -4.7% 4.7 4.4 6.8% 47.0 50.5 -6.9%
198 CompUSA computer stores CompUSA 62.8 75.0 -16.2% 1.1 1.8 -38.9% 52.4 45.5 15.2%
199 Thermasilk hair care products Unilever 62.2 62.3 -.2% 45.2 41.1 10.0% 15.7 20.2 -22.3%
200 FedEx delivery svcs FedEx Corp. 61.6 56.0 9.9% 56.2 50.7 10.8% 4.5 4.5 .0%
Notes: Dollars are in millions. *The U.S. wirelessbrands of Vodafone AirTouch, GTE, PrimeCo and Bell Atlantic are now branded as Verizon Wireless. Source: Competitive Media Reporting.