Advertising Age Data Center
Top 100 Megabrands by first-half 1999 ad spending
Rank 1999 Rank 1998 Brand, product or service Parent company Total measured ad spending 1999 Total measured ad spending 1998 % chg Magazine Sunday magazine Newspaper National newspaper Outdoor Network TV Spot TV Syndicated TV Cable TV network Network radio National spot radio
1 5 AT&T telephone services AT&T Corp. $387,395.4 $288,993.1 34.1 $17,415.1 $9.3 $76,175.9 $10,971.3 $3,928.9 $158,129.6 $33,987.6 $17,475.2 $56,599.8 $3,884.2 $10,806.1
2 3 MCI WorldCom telephone services MCI WorldCom 381,309.0 294,270.8 29.6 8,935.4 84.6 3,319.1 2,127.8 391.4 124,415.6 7,336.6 109,434.9 122,870.0 50.4 2,393.6
3 2 Ford cars & trucks Ford Motor Co. 378,945.4 326,689.7 16.0 112,365.4 454.8 9,812.0 2,785.1 8,510.2 163,111.6 44,614.5 11,888.0 20,200.5 0.0 5,203.3
4 1 Chevrolet cars & trucks General Motors Corp. 369,211.4 348,884.7 5.8 80,649.0 1,704.5 59,745.5 4,168.4 6,588.7 121,062.8 52,458.9 17,423.9 18,406.0 3,164.6 6,140.9
5 4 Dodge cars & trucks DaimlerChrysler 334,922.9 292,426.9 14.5 68,906.4 48.0 8,474.0 3,510.6 1,572.5 70,737.8 154,436.1 2,888.6 18,571.2 0.0 5,777.7
6 6 McDonald's restaurants McDonald's Corp. 300,233.0 283,816.6 5.8 2,578.2 569.4 582.1 391.6 16,339.1 148,383.7 73,948.1 21,078.3 34,732.3 0.0 1,593.3
7 8 Toyota cars & trucks Toyota Motor Corp. 266,669.8 242,160.8 10.1 74,490.2 1,622.6 4,627.7 4,715.5 1,577.0 80,869.0 82,446.3 1,639.0 13,445.3 0.0 1,237.2
8 7 Sears stores Sears, Roebuck & Co. 262,000.6 249,785.4 4.9 19,057.6 5,582.2 100,405.6 1,026.6 368.6 64,857.9 19,977.0 26,221.7 17,074.4 7,558.8 2,059.7
9 17 Sprint telephone services Sprint Corp. 236,368.7 149,766.0 57.8 10,580.9 0.0 2,135.8 13,262.3 2,049.5 108,710.2 23,859.5 6,949.9 57,325.4 4,554.8 9,576.4
10 9 Honda cars & trucks Honda Motor Co. 229,459.1 195,399.5 17.4 34,711.5 324.9 2,378.1 2,804.4 1,473.8 85,457.5 89,205.0 2,069.1 10,694.6 0.0 340.2
11 29 General Motors cars & trucks General Motors Corp. 221,077.4 117,004.1 88.9 42,054.9 1,753.0 45,145.4 4,498.4 862.9 64,114.4 27,438.6 9,745.9 23,496.7 2,323.5 356.9
12 12 Chrysler cars & trucks DaimlerChrysler 199,184.7 179,615.9 10.9 56,079.3 869.6 4,666.4 2,340.1 3,313.6 58,863.1 55,857.4 2,279.0 13,444.4 0.0 1,147.5
13 10 Burger King restaurants Diageo 198,244.1 187,492.3 5.7 135.0 0.0 199.4 202.0 3,980.6 113,222.5 19,303.5 23,584.7 24,890.9 453.4 12,725.5
14 11 Circuit City stores Circuit City Stores 182,963.6 180,862.0 1.2 0.0 0.0 121,879.3 8,159.3 135.3 2,263.9 38,089.8 289.8 12,132.5 0.0 13.7
15 21 Buick cars General Motors Corp. 178,582.6 131,891.9 35.4 20,078.5 500.1 69,905.5 4,901.4 196.2 52,168.9 12,797.4 3,604.4 13,718.2 0.0 712.0
16 33 Oldsmobile cars & trucks General Motors Corp. 173,521.1 109,195.8 58.9 18,903.9 690.1 41,554.2 1,182.7 922.3 58,057.0 31,408.7 11,717.9 8,680.7 0.0 403.6
17 16 Kellogg's breakfast foods Kellogg Co. 172,136.9 150,639.3 14.3 22,002.0 3,910.1 2,681.4 424.2 2,625.9 47,622.9 15,299.3 34,843.8 39,287.5 0.0 1,952.9
18 13 Nissan cars & trucks Nissan Motor Co. 171,783.7 174,225.5 -1.4 20,889.5 214.3 36,293.4 3,727.9 4,327.3 67,259.8 29,419.5 1,939.7 7,524.9 0.0 187.4
19 15 American Express credit cards American Express Co. 169,141.7 159,443.4 6.1 37,652.1 644.9 10,718.6 12,233.2 2,997.1 51,292.2 6,197.3 2,137.3 42,413.4 0.0 2,855.6
20 23 Microsoft software & online services Microsoft Corp. 166,550.8 128,477.3 29.6 70,885.4 214.2 7,458.4 20,621.0 403.8 46,122.0 1,223.6 169.1 16,492.9 0.0 2,960.4
21 40 Cadillac cars & trucks General Motors Corp. 156,424.5 100,654.2 55.4 11,176.4 14.8 45,758.4 7,750.8 232.2 54,469.7 16,120.1 240.5 20,129.9 0.0 531.7
22 19 Macy's stores Federated Department Stores 150,246.2 141,818.1 5.9 2,339.5 940.4 122,292.3 8,820.5 276.4 0.0 15,449.5 0.0 0.0 0.0 127.6
23 31 L'Oreal haircare & cosmetics L'Oreal 142,608.3 113,048.3 26.1 22,655.2 0.0 0.0 16.1 135.9 85,774.0 567.0 20,325.0 13,135.1 0.0 0.0
24 26 Kmart stores Kmart Corp. 140,026.0 120,840.6 15.9 4,494.7 0.0 67,028.1 1,338.5 48.6 37,686.9 14,361.6 2,462.9 6,212.0 3,427.8 6,083.4
25 37 Jeep vehicles DaimlerChrysler 139,753.3 105,561.2 32.4 26,258.5 0.0 3,524.6 3,917.5 2,283.4 29,458.3 65,685.2 1,648.2 6,977.6 0.0 0.0
26 49 Volkswagen cars Volkswagen 139,127.9 84,617.9 64.4 15,724.3 0.0 4,523.2 4,032.7 1,053.1 79,740.8 28,189.7 0.0 5,713.1 0.0 151.0
27 18 IBM computers & business services IBM Corp. 138,000.8 145,669.2 -5.3 40,650.3 499.9 8,829.2 25,242.7 551.8 45,920.8 3,009.6 1,477.8 9,125.0 0.0 2,693.7
28 20 General Mills cereals General Mills 137,974.0 132,703.2 4.0 4,136.8 0.0 0.0 0.0 0.9 38,139.1 65,120.1 3,090.9 27,116.8 496.5 241.0
29 14 Budweiser beers Anheuser-Busch Cos. 131,159.5 166,842.3 -21.4 665.0 0.0 370.8 742.1 2,341.4 96,109.9 14,391.6 126.4 16,374.3 0.0 38.0
30 28 Pontiac cars & trucks General Motors Corp. 127,772.1 117,686.1 8.6 15,440.5 0.0 17,235.6 463.4 1,595.8 43,242.4 31,181.9 1,245.8 15,884.0 0.0 1,482.7
31 24 Nike shoes Nike Inc. 124,528.5 122,336.0 1.8 30,410.2 0.0 311.1 467.2 318.4 72,317.2 2,055.7 921.9 17,548.4 0.0 178.4
32 45 Wal-Mart discount stores Wal-Mart Stores 120,887.2 88,814.2 36.1 7,211.3 2,796.1 4,188.3 101.0 111.7 43,622.6 46,053.2 3,050.3 13,588.3 0.0 0.0
33 36 Home Depot stores Home Depot 120,351.2 106,250.8 13.3 7,057.8 0.0 21,760.4 1,496.4 245.6 32,496.6 39,915.7 881.9 11,697.4 0.0 4,799.4
34 32 Visa credit cards Visa International 119,707.2 112,651.8 6.3 12,654.9 44.5 290.4 1,734.8 22.2 78,637.6 828.8 8,225.8 14,917.8 2,495.5 1,606.1
35 55 KFC restaurants Tricon Global Restaurants 112,123.1 78,187.6 43.4 344.1 110.0 467.3 17.7 710.8 66,253.4 29,459.4 5,356.0 8,991.6 0.0 412.8
36 27 Tylenol remedies Johnson & Johnson 111,487.9 117,752.5 -5.3 6,479.2 602.7 0.0 0.0 0.0 71,255.6 1,083.1 15,916.8 15,652.4 0.0 498.1
37 41 Wendy's restaurants Wendy's International 111,139.6 97,074.6 14.5 1,821.1 0.0 0.0 0.0 2,800.1 61,598.3 17,933.9 12,055.0 14,102.7 0.0 828.5
38 25 J.C. Penney stores J.C. Penney Co. 109,784.3 121,997.1 -10.0 5,498.6 66.1 56,433.9 1,555.0 343.0 33,275.4 700.2 411.3 5,243.9 6,741.8 2,967.8
39 42 Target stores Dayton Hudson Corp. 106,502.6 95,741.8 11.2 8,511.0 1,325.9 49,947.6 2,174.2 473.9 25,000.4 10,348.3 2,563.7 2,796.7 0.0 3,360.9
40 34 Saturn cars General Motors Corp. 104,581.1 108,053.2 -3.2 9,894.1 0.0 1,558.7 114.3 1,159.6 52,512.7 21,837.3 9,689.8 7,297.4 0.0 517.2
41 52 Best Buy electronics stores Best Buy Co. 103,118.3 81,926.0 25.9 182.3 0.0 61,205.3 0.0 28.5 98.0 35,813.4 62.5 5,716.6 0.0 11.7
42 56 Pepsi & Diet Pepsi beverages PepsiCo 101,795.5 78,050.9 30.4 709.8 0.0 580.6 0.0 3,071.1 64,481.6 21,986.2 199.5 9,542.8 0.0 1,223.9
43 50 Gateway computers Gateway 97,509.3 82,918.7 17.6 11,309.6 428.9 29,360.0 7,099.0 676.6 25,917.2 6,391.5 558.3 13,332.2 0.0 2,436.0
44 35 Bell Atlantic telephone services Bell Atlantic Corp. 97,050.6 107,494.5 -9.7 313.5 19.6 45,926.3 9,473.4 757.6 0.0 31,848.9 0.0 44.6 0.0 8,666.7
45 63 Claritin allergy Rx Schering-Plough Corp. 93,271.4 66,993.1 39.2 42,066.3 918.6 0.0 0.0 417.0 36,019.2 416.2 6,847.6 4,687.9 3,878.8 1.6
46 44 U.S. dairy products U.S. dairy producers, processors 93,077.6 90,381.1 3.0 37,610.7 507.2 56.0 886.6 3,907.0 19,275.3 12,022.1 5,340.3 13,280.2 0.0 192.2
47 48 Kraft foods Philip Morris Cos. 90,764.0 85,080.6 6.7 20,558.0 2,009.0 283.3 0.0 809.7 26,124.9 24,299.4 4,294.4 10,866.0 782.5 1,519.3
48 39 Taco Bell restaurants Tricon Global Restaurants 89,296.2 102,095.1 -12.5 56.2 0.0 73.9 94.9 1,270.0 51,989.1 28,850.5 36.7 3,854.6 0.0 3,070.3
49 82 Alltel cellular services Alltel Corp. 87,174.6 54,204.8 60.8 63.0 0.0 63,649.5 4,333.0 944.6 9,038.8 4,618.0 5.1 884.8 0.0 3,637.8
50 47 Dillard's stores Dillard Department Stores 86,563.5 86,170.4 0.5 2,869.5 0.9 83,377.9 0.0 40.3 0.0 197.4 0.0 0.0 0.0 77.5
51 111 Charles Schwab financial services Charles Schwab Corp. 85,980.0 42,843.1 100.7 15,141.5 1,517.6 2,654.6 19,604.6 0.0 30,324.3 7,444.4 140.0 8,721.6 556.0 431.4
52 54 Mitsubishi cars & trucks Mitsubishi Motors Corp. 83,601.5 81,169.9 3.0 2,950.1 0.0 219.4 0.0 146.4 54,749.4 10,616.6 10,474.8 4,444.8 0.0 0.0
53 43 Coke & Diet Coke beverages Coca-Cola Co. 83,081.1 93,546.2 -11.2 6,115.6 565.1 233.5 0.0 3,108.8 39,559.6 16,271.2 6,939.6 10,256.0 0.0 31.7
54 53 Clairol haircare products Bristol-Myers Squibb Co. 82,405.5 81,559.2 1.0 18,210.5 71.4 0.0 2.9 0.0 47,410.7 1,032.4 6,594.3 8,781.0 0.0 302.3
55 51 Post cereals Philip Morris Cos. 81,125.4 82,329.3 -1.5 10,841.6 351.0 0.0 0.0 475.3 39,799.7 5,844.0 5,874.2 17,327.2 3,323.9 105.6
56 84 Quaker cereals & foods Quaker Oats Co. 80,645.6 54,028.2 49.3 10,945.2 468.6 34.0 0.0 26.4 33,560.9 2,991.0 24,640.3 7,938.7 0.0 40.5
57 38 Mercury cars & trucks Ford Motor Co. 78,578.4 104,972.8 -25.1 27,870.1 0.0 4,139.5 1,230.5 0.0 13,522.7 23,481.0 752.2 7,570.9 0.0 11.5
58 68 Blockbuster video stores Viacom 77,596.6 62,776.3 23.6 155.9 0.0 283.8 206.6 4,604.4 16,059.7 47,894.0 0.0 3,641.8 0.0 4,750.4
59 22 Mazda cars & trucks Mazda Motor Corp. 75,807.3 131,513.2 -42.4 3,311.1 0.0 4,916.7 523.1 0.0 20,209.3 41,143.6 0.0 3,309.9 0.0 1,573.2
60 174 Compaq computers Compaq Computer Corp. 74,710.6 32,031.9 133.2 39,848.5 0.0 3,467.3 17,701.3 40.1 4,630.4 1,918.6 0.0 7,099.4 0.0 5.0
61 99 First Union bank First Union Corp. 73,919.6 47,008.4 57.2 990.8 0.0 10,418.3 1,007.3 78.6 52,719.2 957.3 198.8 6,132.5 0.0 1,416.8
62 138 Hewlett-Packard computer equip. Hewlett-Packard Co. 72,401.8 37,462.2 93.3 47,876.1 0.0 1,725.3 17,513.3 48.9 1,704.0 41.7 0.0 3,480.2 0.0 12.3
63 136 Fidelity Investments brokerage FMR Corp. 72,070.4 38,048.2 89.4 16,038.8 130.0 5,043.0 22,883.0 529.0 17,334.6 1,719.5 145.9 5,108.4 0.0 3,138.2
64 137 Intel computer components Intel Corp. 71,101.6 37,886.1 87.7 20,585.2 0.0 2,472.0 5,213.8 430.0 34,922.3 42.9 0.0 5,904.8 0.0 1,530.6
65 76 Disney entertainment Walt Disney Co. 70,888.3 58,509.1 21.2 8,755.6 45.4 7,539.2 706.7 863.0 16,690.8 15,785.4 10,238.5 9,318.4 0.0 945.3
66 69 Kodak photo equipment Eastman Kodak Co. 68,918.6 62,664.9 10.0 7,701.3 9,017.3 153.8 78.0 85.6 41,633.0 968.1 2,367.6 3,856.3 2,124.5 3,057.6
67 30 Miller beers Philip Morris Cos. 68,606.5 114,465.1 -40.1 4,259.0 0.0 281.5 124.1 5,597.2 31,434.0 7,462.4 5,124.4 13,537.4 0.0 786.5
68 185 Geico insurance Berkshire Hathaway 68,374.2 29,389.0 132.7 3,865.1 2,360.1 1,454.9 313.7 1,361.5 11,089.8 9,282.0 11,609.8 13,613.7 7,103.4 7,510.4
69 88 Gap stores The Gap 67,934.8 52,328.3 29.8 12,665.6 71.1 0.0 28.3 2,726.0 38,784.4 827.3 5,227.0 7,605.1 0.0 0.0
70 120 Dell computers Dell Computer Corp. 66,986.6 40,700.7 64.6 32,584.8 703.1 3,191.3 5,820.2 0.0 13,761.4 13.1 0.0 10,893.8 0.0 18.9
71 94 Oil of Olay skincare products Procter & Gamble Co. 66,634.2 49,937.4 33.4 31,582.5 528.0 3,113.0 0.0 0.0 20,613.1 744.0 3,886.7 6,157.3 0.0 9.6
72 477 E*Trade online brokerage E-Trade Securities 65,869.2 8,956.7 635.4 5,750.3 0.0 1,363.9 8,600.0 895.7 26,181.9 5,902.8 10.0 17,164.6 0.0 0.0
73 106 Subway restaurants Doctor's Associates 65,843.0 44,524.5 47.9 125.1 0.0 158.2 0.0 251.4 31,411.4 24,227.5 0.0 9,358.1 0.0 311.3
74 57 Lexus cars & trucks Toyota Motor Corp. 65,214.0 75,611.5 -13.8 18,142.9 0.0 231.2 3,240.7 582.3 23,659.1 10,595.1 899.7 7,004.4 0.0 858.6
75 75 Acura cars Honda Motor Co. 64,809.0 58,628.5 10.5 15,745.8 0.0 3,622.5 2,489.6 19.5 4,629.7 30,768.2 0.0 7,533.7 0.0 0.0
76 87 Coors beers Adolph Coors Co. 64,175.0 52,652.2 21.9 245.7 0.0 361.1 0.0 1,726.6 53,582.2 1,773.8 37.7 5,911.9 0.0 536.0
77 129 Neutrogena personal care products Johnson & Johnson 64,036.9 38,601.8 65.9 22,516.4 0.0 0.0 0.0 0.0 31,491.8 1,688.2 2,051.4 6,200.4 0.0 88.7
78 70 MasterCard credit cards MasterCard International 63,261.5 61,478.2 2.9 12,675.5 0.0 623.8 1,197.0 7.8 33,469.0 2,704.2 4,227.0 7,903.6 0.0 453.6
79 58 Sony electronics Sony Corp. 61,194.6 68,864.7 -11.1 30,788.6 142.9 58.2 1,766.4 114.8 14,800.5 975.2 3,076.3 8,475.2 0.0 996.5
80 61 Revlon cosmetics Revlon 61,153.6 68,313.5 -10.5 15,039.9 0.0 6,866.7 244.1 0.0 35,113.9 2,230.7 210.2 1,448.1 0.0 0.0
81 74 Montgomery Ward stores Montgomery Ward & Co. 61,014.3 58,655.4 4.0 0.0 0.0 32,707.3 37.5 0.0 0.0 20,882.1 0.0 2,661.9 0.0 4,725.5
82 66 Pizza Hut restaurants Tricon Global Restaurants 60,609.4 65,611.2 -7.6 0.0 0.0 266.5 101.0 324.5 27,702.8 22,688.6 6.7 4,284.6 0.0 5,189.7
83 72 GTE telephone services GTE Corp. 59,865.6 59,245.0 1.0 6,469.3 0.0 18,366.1 2,826.8 2,745.3 1,553.9 10,700.7 0.0 76.2 0.0 17,127.3
84 91 Dr Pepper & Diet Dr Pepper Cadbury Schweppes 59,550.0 50,446.3 18.0 637.2 0.0 0.0 0.0 9.3 49,924.2 2,353.7 3,584.0 3,029.1 0.0 12.5
85 81 Maybelline cosmetics L'Oreal 57,995.2 54,545.7 6.3 17,376.7 0.0 0.0 0.0 0.0 34,317.4 154.0 4,397.4 1,749.7 0.0 0.0
86 71 Lincoln cars & trucks Ford Motor Co. 57,749.7 61,268.8 -5.7 16,006.2 142.8 7,688.5 1,231.5 779.6 9,187.1 14,213.9 441.0 7,736.4 0.0 322.7
87 669 Universal Studios theme parks Seagram Co./Rank Group 57,275.6 4,768.9 NA 19,949.1 0.0 332.3 127.1 457.9 26,968.3 3,562.1 0.0 5,739.5 0.0 139.3
88 65 U.S. Postal Service U.S. Government 56,435.8 66,830.2 -15.6 10,072.0 318.0 1,303.1 2,407.0 452.9 29,724.1 4,331.0 20.6 4,808.0 0.0 2,999.1
89 89 Hertz Rent-a-Car Ford Motor Co. 56,102.7 51,972.4 7.9 5,008.6 0.0 23,887.9 5,915.1 217.5 13,117.3 4,520.6 0.0 3,334.3 0.0 101.4
90 67 Prudential insurance & brokerage Prudential Insurance Co. 55,949.0 63,788.0 -12.3 9,367.3 1,987.2 5,088.8 10,435.1 564.8 21,875.1 2,716.6 145.9 3,428.6 0.0 339.6
91 110 Nabisco foods Nabisco Group Holdings Corp. 55,765.4 43,308.2 28.8 4,678.9 1,317.7 49.5 78.0 0.0 33,759.2 1,230.3 5,398.6 9,100.5 156.6 0.0
92 85 Purina pet food Ralston Purina Co. 55,650.7 53,900.4 3.2 20,699.6 0.0 35.9 0.0 760.9 21,656.4 977.2 3,847.1 7,554.3 162.3 45.8
93 73 Domino's pizza Dominos Pizza 55,456.9 59,192.8 -6.3 456.9 0.0 237.7 0.0 260.8 22,257.9 24,672.2 66.0 6,891.8 0.0 613.6
94 753 Nat'l Youth Anti-Drug Campaign Office of Nat'l Drug Control 54,014.0 3,625.9 NA 5,044.4 1,623.2 6,562.9 1,883.3 1,526.3 31,155.2 1,225.3 0.0 770.6 0.0 2,889.2
95 80 Advil pain remedies American Home Products Corp. 53,641.3 54,993.8 -2.5 2,982.9 0.0 113.8 121.2 0.0 34,625.8 2,670.0 5,319.8 7,002.5 0.0 0.0
96 148 Hyundai cars Hyundai Corp. 53,005.2 35,198.1 50.6 6,764.3 0.0 727.3 223.2 163.5 18,622.7 18,681.6 0.0 6,543.9 0.0 1,278.7
97 118 Slim Fast diet supplement Slim Fast Foods Co. 52,309.7 40,920.6 27.8 1,641.0 0.0 0.0 0.0 0.0 39,117.9 796.9 4,489.8 6,264.1 0.0 0.0
98 195 Propecia hair loss Rx Merck & Co. 52,156.5 27,488.1 89.7 10,314.0 0.0 162.5 0.0 28.6 23,207.5 462.9 1,654.4 16,326.6 0.0 0.0
99 59 BellSouth telephone services BellSouth Corp. 51,602.5 68,852.5 -25.1 2,404.5 0.0 16,650.6 691.6 2,230.9 3,248.0 21,889.4 351.8 0.0 0.0 3,982.7
100 83 Wrigley's gums Wm. Wrigley Jr. Co. 51,158.5 54,138.4 -5.5 0.0 0.0 0.0 0.0 0.0 20,552.6 4,623.8 9,930.1 10,643.6 7,592.0 1,392.7
Notes: Dollars are in thousands. Source: Competitive Media Reporting. Rank Group is a joint partner of Universal Studios theme parks in Florida, contributing $36.6 million to the brand in the first-half of '99, up from $3.6 million in first-half '98. AA chart: Megan Friedly