Advertising Age Data Center
101-200 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
101 98 US West telephone services US West $51,059.6 $47,135.0 8.3 $775.6 $0.0 $17,302.0 $381.3 $931.3 $0.0 $23,598.5 $0.0 $0.0 $0.0 $8,070.9
102 160 Merrill Lynch financial services Merrill Lynch & Co. 50,920.6 34,335.2 48.3 10,272.3 356.3 3,415.5 10,911.5 1.5 21,178.2 268.8 0.0 3,761.9 0.0 754.6
103 152 Mervyn's stores Dayton Hudson Corp. 50,741.2 34,943.3 45.2 529.4 0.0 30,494.6 0.0 12.3 0.0 15,277.2 0.0 0.0 0.0 4,427.7
104 123 Mercedes-Benz cars & trucks DaimlerChrysler 50,665.8 39,876.5 27.1 12,536.1 130.0 408.6 3,833.8 492.7 20,498.6 7,936.5 107.4 4,239.2 0.0 482.9
105 181 Lowes building supply stores Lowes Cos. 50,522.1 30,243.7 67.0 8,729.8 0.0 7,702.0 321.2 1,104.7 0.0 23,241.7 0.0 9,353.4 0.0 69.3
106 96 Pillsbury foods Diageo 50,442.4 48,182.9 4.7 1,188.8 20.6 25.1 0.0 27.6 22,370.0 7,569.4 5,518.6 12,846.9 0.0 875.4
107 93 Southwest Airlines Southwest Airlines 50,374.1 49,946.7 0.9 981.1 0.0 13,800.5 1,294.1 2,157.9 10,062.5 16,954.3 0.0 646.6 0.0 4,477.1
108 46 Isuzu cars & trucks Isuzu Motors 50,073.7 87,549.2 -42.8 11,652.1 0.0 236.9 932.9 26.8 4,439.9 26,654.9 0.0 5,773.6 0.0 356.6
109 116 Pacific Bell telephone services SBC Communications 49,028.6 41,513.3 18.1 62.8 0.0 14,802.8 1,141.5 1,797.3 325.0 18,835.5 0.0 0.0 0.0 12,063.7
110 104 Fox TV network News Corp. 48,862.8 44,704.5 9.3 33,314.2 0.0 4,714.4 1,482.9 2,055.7 0.0 491.8 66.1 6.9 0.0 6,428.5
111 126 Gatorade beverages Quaker Oats Co. 48,639.7 39,621.7 22.8 3,468.5 0.0 69.1 0.0 233.5 27,173.1 5,889.1 5,587.4 5,777.5 0.0 441.5
112 109 Tide laundry detergent Procter & Gamble Co. 48,578.4 43,344.9 12.1 5,333.2 0.0 293.9 115.2 107.9 24,330.1 1,619.5 6,388.6 9,596.6 0.0 793.4
113 102 Xerox business machines Xerox Corp. 48,429.9 45,319.0 6.9 6,617.6 0.0 6,283.5 5,353.1 76.5 10,826.2 637.2 336.8 15,322.5 6,452.8 37.7
114 95 Hershey's chocolate Hershey Foods Corp. 47,588.8 49,080.7 -3.0 15,954.4 0.0 0.0 22.2 29.4 18,108.3 420.4 6,476.0 6,578.1 1,438.3 0.0
115 386 Old Navy stores The Gap 46,821.4 12,548.7 273.1 355.0 0.0 345.1 209.5 873.1 27,224.1 8,338.0 0.0 5,740.1 0.0 3,736.5
116 90 Colgate dental care Colgate-Palmolive Co. 46,684.4 50,935.1 -8.3 5,092.7 0.0 0.0 0.0 236.3 26,997.8 1,119.3 4,609.8 8,450.3 0.0 178.2
117 135 Huggies disposable diapers Kimberly-Clark Corp. 46,397.5 38,050.9 21.9 9,642.1 0.0 0.0 0.0 0.0 25,874.9 3,249.3 1,995.0 5,636.2 0.0 0.0
118 105 U.S. Army U.S. Government 45,524.7 44,623.1 2.0 5,661.1 0.0 208.6 0.0 44.4 21,360.3 2,264.1 2,459.9 10,398.7 1,282.4 873.6
119 588 Discover Brokerage online Morgan Stanley Dean Witter & Co. 45,060.2 6,154.2 632.2 9,727.4 0.0 10,563.6 5,088.2 0.0 1,358.1 15,130.7 0.0 3,192.2 0.0 0.0
120 60 Crest dental care Procter & Gamble Co. 44,509.7 68,590.3 -35.1 10,008.9 0.0 33.7 0.0 0.0 20,054.9 3,755.6 4,032.0 5,880.4 22.5 744.2
121 1,107 Philip Morris cigarette related adv. Philip Morris Cos. 44,078.1 882.1 NA 211.8 0.0 42.5 787.2 16,022.1 12,732.1 1,515.0 8,110.3 4,657.1 0.0 0.0
122 103 Ameritech telephone services Ameritech Corp. 43,803.5 44,765.2 -2.1 75.9 0.0 7,521.2 244.6 402.1 812.8 27,018.2 127.0 1,646.5 39.6 5,955.2
123 1,678 Viagra impotence Rx Pfizer 43,525.9 67.8 NA 19,690.5 0.0 0.0 0.0 0.0 21,754.2 676.5 0.0 1,404.7 0.0 0.0
124 117 Walgreens drug stores Walgreen Co. 43,288.6 41,073.9 5.4 200.1 0.0 32,940.0 0.0 66.3 0.0 3,214.5 0.0 6,867.7 0.0 0.0
125 167 Audi cars Volkswagen 43,265.1 33,087.4 30.8 6,933.5 0.0 1,402.9 6,155.1 0.0 724.7 18,709.3 161.5 9,178.1 0.0 0.0
126 108 HBO cable TV Time Warner 43,184.5 43,566.1 -0.9 20,601.1 522.6 8,632.4 3,757.3 689.7 349.6 1,620.4 1,364.6 3,824.3 919.4 1,569.9
127 92 Canon optical & business machines Canon 43,128.3 50,076.3 -13.9 16,868.8 344.0 1,090.7 8,625.1 204.6 7,089.8 5,088.2 195.8 3,456.4 0.0 164.9
128 86 Hallmark cards Hallmark Cards 42,817.9 52,666.9 -18.7 2,642.4 4,652.8 54.3 583.2 34.4 22,488.3 443.5 6,687.0 4,856.4 0.0 375.6
129 153 DirecTV satellite system General Motors Corp. 42,563.1 34,827.2 22.2 6,920.8 5,656.1 2,784.2 1,676.5 13.2 16,563.1 147.6 2,309.5 6,492.1 0.0 0.0
130 208 Gillette shaving products Gillette Co. 42,124.5 25,729.1 63.7 6,885.7 0.0 0.0 51.9 12.8 25,836.0 1,435.6 2,417.6 4,487.4 1,245.5 710.3
131 149 United Airlines UAL Corp. 41,805.0 35,092.7 19.1 7,909.8 43.5 8,851.3 4,519.8 456.3 14,591.2 1,920.0 113.4 2,769.3 0.0 630.4
132 145 Radio Shack electronics stores Tandy Corp. 41,294.8 35,759.4 15.5 941.3 6.4 11,500.1 1,946.8 587.2 15,964.9 742.4 4,875.7 3,343.1 7,473.5 829.7
133 132 M&M's candy Mars Inc. 40,872.2 38,252.9 6.8 2,748.4 0.0 0.0 0.0 426.5 29,660.6 532.7 3,385.3 3,607.2 0.0 511.5
134 134 Airtouch cellular service Airtouch Communications 40,836.9 38,151.5 7.0 0.0 0.0 14,290.7 0.0 534.5 0.0 18,322.8 0.0 0.0 0.0 7,688.9
135 139 Nextel cellular services Nextel Communications 40,666.1 37,246.3 9.2 5.5 0.0 21,199.4 1,136.0 4,254.5 2,774.8 2,418.5 0.0 5,655.6 0.0 2,237.2
136 179 Volvo cars Ford Motor Co. 40,302.8 30,665.4 31.4 10,549.5 71.4 3,838.2 2,042.8 425.9 5,868.2 8,588.7 0.0 5,343.1 0.0 3,575.0
137 140 Foley's stores May Department Stores Co. 40,279.3 36,745.4 9.6 429.1 0.0 38,101.1 0.0 22.1 0.0 1,727.0 0.0 0.0 0.0 0.0
138 1,986 Arthur S. DeMoss Pro-Life Campaign Arthur S. DeMoss Fndtn 39,816.1 11.5 NA 9,559.7 6,883.5 0.0 312.6 0.0 1,812.8 13,054.6 477.9 7,715.0 0.0 0.0
139 184 BMW vehicles BMW AG 39,813.9 29,573.1 34.6 15,006.3 142.9 671.4 3,828.2 44.0 285.0 14,519.2 0.0 5,098.9 0.0 218.0
140 78 United Parcel Service United Parcel Service of America 39,805.4 56,878.8 -30.0 6,657.8 0.0 1,757.4 3,674.1 17.6 19,297.4 4,674.6 0.0 1,928.2 0.0 1,798.3
141 97 Jell-O desserts Philip Morris Cos. 39,472.8 48,115.4 -18.0 14,062.4 0.0 0.0 0.0 0.0 15,241.8 5,680.7 487.7 4,000.2 0.0 0.0
142 77 Franklin Mint collectibles Roll International Corp. 39,323.0 57,967.0 -32.2 14,175.6 24,777.2 282.5 87.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0
143 143 Olive Garden restaurants Darden Restaurants 39,260.1 35,955.6 9.2 3,138.8 0.0 0.0 186.2 272.9 28,452.1 726.4 1,903.2 4,481.6 0.0 98.9
144 162 Zyrtec allergy Rx Pfizer 39,105.9 34,191.1 14.4 16,725.0 97.9 0.0 0.0 0.0 17,215.3 3,326.3 0.0 1,243.6 0.0 497.8
145 146 Robinsons-May stores May Department Stores Co. 39,082.1 35,748.1 9.3 27.5 139.5 37,129.1 0.0 0.0 0.0 1,257.7 0.0 0.0 0.0 528.3
146 101 Philips electronics Philips Electronics 38,911.6 45,601.9 -14.7 5,573.5 0.0 0.0 497.6 13.8 19,223.3 73.9 4,310.2 9,219.3 0.0 0.0
147 172 Thermasilk haircare products Unilever 38,738.4 32,647.2 18.7 8,034.5 382.7 314.1 0.0 183.9 21,569.8 265.3 4,401.4 2,491.5 550.0 1,095.2
148 62 Marlboro cigarettes Philip Morris Cos. 38,641.7 67,824.1 -43.0 37,617.0 0.0 177.9 0.0 846.8 0.0 0.0 0.0 0.0 0.0 0.0
149 176 State Farm insurance State Farm Mutual Auto Insurance Co. 38,583.2 31,544.0 22.3 12,977.2 9.8 1,418.7 202.0 480.4 11,896.4 2,469.2 253.7 4,692.2 1,673.2 1,202.9
150 168 Federal Express freight service Federal Express Corp. 38,064.6 33,001.0 15.3 1,096.6 0.0 414.2 562.5 18.8 25,909.6 5,781.6 15.1 3,606.7 111.3 659.5
151 173 Kia cars & trucks Kia Motors Corp. 37,928.2 32,216.1 17.7 0.0 0.0 553.0 320.4 390.4 5,692.2 23,974.2 0.0 6,879.5 0.0 118.5
152 127 Apple computers Apple Computer 37,743.1 39,365.8 -4.1 18,862.6 0.0 985.9 1,236.6 2,818.3 9,180.9 103.3 0.0 4,432.0 0.0 123.5
153 194 Kleenex facial tissue Kimberly-Clark Corp. 37,190.2 27,499.3 35.2 14,509.9 854.3 0.0 0.0 0.0 17,375.2 517.0 169.2 3,379.0 0.0 385.6
154 115 Goodyear tires Goodyear Tire & Rubber Co. 36,875.1 41,907.4 -12.0 6,046.2 475.7 3,754.0 275.1 230.7 19,628.7 266.9 0.0 3,653.0 2,403.7 912.4
155 119 Rite Aid pharmacies Rite Aid Corp. 36,735.4 40,839.7 -10.0 2,911.0 0.0 6,344.5 78.0 1,901.6 0.0 17,163.5 398.8 7,900.6 0.0 37.4
156 1,681 Meridia weight loss Rx Knoll Pharmaceutical Co. 36,696.6 67.2 NA 7,098.0 0.0 0.0 0.0 0.0 22,640.1 61.1 1,425.8 5,471.6 0.0 0.0
157 1,200 Lipitor cholesterol Rx Warner-Lambert Co. 36,090.6 605.8 NA 8,058.1 7,104.6 0.0 828.6 0.0 16,093.4 3,215.9 0.0 790.0 0.0 0.0
158 170 NBC TV & radio network General Electric Co. 35,895.5 32,880.0 9.2 15,911.1 2,133.8 6,907.5 1,849.3 956.6 1,676.2 577.0 0.0 214.8 5,171.9 2,460.5
159 158 Publishers Choice multimedia National Syndications 35,811.3 34,462.9 3.9 132.8 35,589.3 61.8 27.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0
160 NR Nasonex allergy Rx Schering-Plough Corp. 35,715.4 0.0 NA 4,912.6 1,827.4 20.0 6.9 0.0 16,903.9 5,591.1 1,054.2 5,399.3 0.0 0.0
161 166 CarMax auto superstore Circuit City Stores 35,644.2 33,131.5 7.6 0.0 0.0 20,223.8 0.0 295.6 0.0 15,124.4 0.0 0.4 0.0 0.0
162 632 Lotus software IBM Corp. 35,293.5 5,346.4 560.1 7,256.4 0.0 1,995.8 2,718.0 294.9 19,033.1 60.7 542.3 2,762.2 0.0 630.1
163 192 Prilosec heartburn Rx AstraZeneca 35,285.7 28,022.0 25.9 8,772.0 6,544.4 0.0 0.0 0.0 13,147.5 123.7 1,530.2 5,167.9 0.0 0.0
164 141 CBS TV & radio network CBS Corp. 34,967.3 36,690.5 -4.7 14,164.5 568.9 5,559.8 1,553.1 1,271.1 0.0 3,776.0 0.0 264.5 3,317.6 3,806.6
165 180 Sprite & Diet Sprite beverages Coca-Cola Co. 34,360.4 30,381.6 13.1 1,879.7 0.0 170.3 0.0 124.4 17,805.9 5,760.8 3,865.3 4,754.0 0.0 0.0
166 114 Columbia House entertainment clubs Sony Corp. 34,104.6 42,011.1 -18.8 20,148.7 4,484.1 135.6 25.6 0.0 105.0 3,985.5 266.0 4,625.0 197.8 221.0
167 154 Cellular One wireless services SBC Communications 33,924.3 34,813.0 -2.6 0.0 29.6 22,689.1 0.0 1,205.4 3,491.5 6,040.3 18.6 351.8 0.0 98.0
168 164 Payless ShoeSource stores Payless ShoeSource 33,872.4 33,919.5 -0.1 0.0 0.0 196.7 0.0 3.4 28,978.2 145.8 2,792.2 1,752.1 0.0 4.0
169 125 American Airlines AMR Corp. 33,768.9 39,653.0 -14.8 2,797.9 1,175.5 14,570.7 6,804.2 558.8 1,070.9 4,957.3 0.0 97.4 0.0 1,736.2
170 201 Delta Airlines Delta Airlines 33,588.7 26,720.6 25.7 12,197.5 392.2 6,131.9 7,458.4 346.5 0.0 3,910.3 0.0 1,560.1 0.0 1,151.5
171 281 Midas muffler shops Midas Inc. 33,395.3 19,703.8 69.5 0.0 0.0 39.5 0.0 20.6 23,422.8 465.2 0.0 9,253.0 0.0 194.2
172 113 Cover Girl cosmetics Procter & Gamble Co. 33,360.4 42,733.5 -21.9 17,003.6 0.0 0.0 0.0 0.0 11,026.2 1,003.9 1,540.5 2,786.2 0.0 0.0
173 186 Staples office supply stores Staples Inc. 33,029.4 29,159.9 13.3 137.4 0.0 11,611.4 942.6 44.4 8,535.9 8,685.0 0.0 1,866.7 0.0 1,206.0
174 214 Nestle candy & drink mixes Nestle 33,026.9 25,070.4 31.7 3,802.7 0.0 132.1 0.0 934.0 7,186.4 3,310.3 7,313.5 9,465.0 0.0 882.9
175 187 Northwest Airlines Northwest Airlines Corp. 32,832.5 28,956.9 13.4 5,808.0 130.0 16,207.5 5,832.1 494.7 127.6 1,061.3 0.0 402.3 316.8 2,315.4
176 NR Detrol bladder control Rx Pharmacia & Upjohn 32,769.3 0.0 NA 10,124.5 1,195.6 1,091.6 51.9 0.0 12,848.9 2,118.7 1,317.8 4,020.3 0.0 0.0
177 150 Office Depot stores Office Depot 32,632.9 35,041.8 -6.9 1,042.3 0.0 24,959.0 384.5 192.2 825.6 3,129.3 0.0 2,100.0 0.0 0.0
178 540 Value America online store Value America 32,482.4 7,035.4 361.7 2,281.0 0.0 8,461.5 11,316.5 0.0 0.0 2,826.6 0.0 3,327.8 0.0 4,269.0
179 210 Denny's restaurants Advantica Restaurant Group 32,211.1 25,617.4 25.7 126.4 0.0 0.0 262.4 1,735.4 1,960.7 16,445.3 160.3 3,427.4 0.0 8,093.2
180 209 Always feminine hygiene products Procter & Gamble Co. 32,200.6 25,704.5 25.3 8,315.2 0.0 0.0 0.0 0.0 15,802.5 1,803.5 1,836.1 4,443.3 0.0 0.0
181 229 Flonase nasal Rx Glaxo Wellcome 32,137.9 23,976.2 34.0 6,230.7 1,027.2 0.0 0.0 0.0 15,196.8 776.2 681.9 8,225.1 0.0 0.0
182 326 Jaguar cars Ford Motor Co. 32,121.0 16,088.9 99.6 11,723.8 142.8 159.6 2,954.2 0.0 8,743.8 4,671.6 68.0 2,688.8 0.0 968.4
183 248 Bayer pain remedy Bayer 32,008.5 21,697.7 47.5 7,920.8 71.4 16.1 1,165.3 97.2 15,912.8 114.4 2,604.9 3,148.7 1,340.7 9.4
184 188 Adidas shoes & athleticwear Adidas-Salomon 31,859.8 28,722.3 10.9 3,515.3 0.0 141.4 0.0 176.1 23,335.3 357.2 328.4 3,944.8 0.0 61.3
185 151 CompUSA computer stores CompUSA 31,762.5 34,972.5 -9.2 0.0 0.0 21,089.5 1,714.3 24.0 975.0 0.1 0.0 0.0 0.0 7,959.6
186 163 ABC TV & radio network Walt Disney Co. 31,728.6 33,930.2 -6.5 16,369.5 14.8 4,175.2 1,885.8 4,265.5 0.0 2,820.5 0.0 19.1 0.0 2,089.9
187 182 Winston cigarettes R.J. Reynolds Tobacco Holdings 31,638.8 30,176.7 4.8 30,254.8 0.0 0.0 0.0 1,384.0 0.0 0.0 0.0 0.0 0.0 0.0
188 273 Omnipoint wireless svcs Omnipoint Communications Svcs 31,568.5 19,970.1 58.1 42.7 0.0 19,595.7 3,538.4 334.6 0.0 6,557.0 0.0 0.0 0.0 1,500.1
189 331 GE appliances & financial svcs General Electric Co. 31,397.8 15,712.0 99.8 6,160.9 71.4 161.2 380.6 0.6 19,662.1 2,319.4 0.0 2,348.7 0.0 292.9
190 270 Pier 1 Imports stores Pier 1 Imports 31,241.1 20,229.5 54.4 2,894.0 6,642.1 249.2 179.2 0.0 13,148.0 198.5 4,558.7 3,172.7 0.0 198.7
191 206 Fry's Electronics stores Fry's Electronics 31,222.6 26,236.9 19.0 0.0 3.2 30,823.1 0.0 0.0 0.0 396.3 0.0 0.0 0.0 0.0
192 100 Bank of America Bank of America 31,070.6 45,757.8 -32.1 759.1 10.4 18,433.0 1,888.0 1,358.3 1,750.4 1,530.7 0.0 323.2 0.0 5,017.5
193 203 Nicorette nicotine gum SmithKline Beecham 31,063.5 26,649.1 16.6 1,209.6 0.0 432.0 386.4 0.0 24,106.4 247.9 1,934.1 2,318.6 0.0 94.1
194 147 Subaru vehicles Fuji Heavy Industries 31,058.2 35,718.6 -13.0 9,119.8 0.0 535.0 119.0 64.7 0.0 11,197.9 224.9 8,866.3 0.0 930.6
195 235 Kinkos copy services Kinkos Corp. 30,934.4 23,220.7 33.2 3,436.4 0.0 235.4 101.0 2,005.5 19,525.0 227.5 5.5 5,370.2 0.0 27.9
196 155 Pampers disposable diapers Procter & Gamble Co. 30,859.3 34,809.5 -11.3 7,050.8 403.8 0.0 0.0 0.0 11,699.8 973.3 4,393.0 6,338.6 0.0 0.0
197 237 Lamisil fungus Rx & cream Novartis 30,663.0 22,838.7 34.3 5,605.8 2,113.7 0.0 0.0 0.0 9,836.6 3,881.5 55.6 9,169.8 0.0 0.0
198 205 Kohl's stores Kohl's Corp. 30,614.9 26,424.5 15.9 232.8 6.7 17,317.8 0.0 409.9 0.0 9,948.8 0.0 0.0 0.0 2,698.9
199 1,385 Snap.com internet services General Electric Co. 30,585.6 266.5 NA 0.0 0.0 0.0 0.0 0.0 30,179.8 283.1 61.7 23.4 0.0 37.6
200 436 Progressive insurance Progressive Corp. 30,504.5 10,644.1 186.6 350.3 0.0 116.5 13.8 1,057.4 10,661.1 13,544.6 0.0 4,621.6 0.0 139.2
Notes: Dollars are in thousands. Measured media include consumer magazines; Sunday magazines; local and national newspapers; outdoor; network, spot, syndicated and cable TV; national spot radio and network radio. Source: Competitive Media Reporting.