Advertising Age Data Center
Top 100 Megabrands 1998
Major brands with ad spending greater than $94.4 million in 1998
Rank Megabrand Division (Company) Total measured advertising 1998 Total measured advertising 1997 % chg Total TV advertising 1998 Total TV advertising 1997 % chg Total print advertising 1998 Total print advertising 1997 % chg
1 Chevrolet cars & trucks Chevrolet Motor Division (General Motors Corp.) 645.5 656.3 -1.6% 375.0 400.2 -6.3% 246.2 233.6 5.4%
2 MCI telephone svcs MCI WorldCom 636.2 439.9 44.6% 570.4 356.7 59.9% 28.2 46.5 -39.4%
3 Ford cars & trucks Ford Division 621.4 569.9 9.0% 384.3 363.8 5.6% 224.4 198.4 13.1%
4 Dodge cars & trucks Dodge Division (DaimlerChrysler) 602.8 551.8 9.2% 442.5 385.9 14.7% 140.2 140.1 .1%
5 McDonald's restaurants McDonald's Corp. 571.7 580.8 -1.6% 530.7 555.0 -4.4% 3.3 3.3 .0%
6 Sears stores Sears, Roebuck & Co. 571.4 664.6 -14.0% 286.9 369.3 -22.3% 266.8 251.2 6.2%
7 AT&T telephone svcs AT&T Consumer & Small Business 550.8 475.9 15.8% 338.4 307.0 10.2% 170.0 129.6 31.2%
8 Toyota cars & trucks Toyota Motor Sales USA 500.0 453.8 10.2% 338.8 306.8 10.4% 156.2 138.4 12.9%
9 Sprint telephone svcs* Sprint Corp. 462.4 343.9 34.5% 277.2 230.1 20.5% 156.7 100.6 55.8%
10 Burger King restaurants Burger King Corp. (Diageo) 407.5 427.0 -4.6% 380.4 405.2 -6.1% 2.2 4.1 -46.3%
11 Circuit City stores Circuit City Stores 403.7 400.1 .9% 124.5 115.1 8.2% 278.9 284.9 -2.1%
12 Honda cars & trucks American Honda Motor Co. 353.9 335.6 5.4% 282.1 271.6 3.9% 66.5 60.8 9.4%
13 Macy's stores Macy's East (Federated Department Stores) 343.7 315.3 9.0% 34.8 31.4 10.8% 308.3 283.4 8.8%
14 Nissan cars & trucks Nissan Division 340.6 347.0 -1.8% 263.4 268.4 -1.9% 76.5 77.0 -.6%
15 Chrysler cars & trucks Chrysler/Plymouth/Jeep (DaimlerChrysler) 334.8 289.6 15.6% 193.1 154.6 24.9% 131.2 124.7 5.2%
16 J.C. Penney stores J.C. Penney Co. 318.5 311.0 2.4% 129.8 150.1 -13.5% 162.2 142.5 13.8%
17 Kmart stores Kmart Corp. 309.6 233.5 32.6% 144.2 99.7 44.6% 134.5 118.5 13.5%
18 General Mills cereals General Mills 296.7 271.1 9.4% 276.4 248.5 11.2% 18.7 20.4 -8.3%
19 American Express credit cards American Express Travel Related Services Co. 279.6 304.4 -8.2% 177.2 190.9 -7.2% 97.9 109.7 -10.8%
20 Kellogg's breakfast foods Kellogg USA 278.7 340.3 -18.1% 226.0 319.7 -29.3% 50.1 19.2 160.9%
21 IBM computers IBM Server Group & Personal Systems Group 270.3 202.5 33.5% 144.7 91.9 57.5% 118.6 108.4 9.4%
22 General Motors cars & trucks Pontiac/GMC Division (General Motors Corp.) 262.4 279.6 -6.2% 179.3 163.5 9.7% 72.0 105.2 -31.6%
23 Budweiser beers Anheuser-Busch 261.0 206.7 26.3% 250.6 196.5 27.5% 5.8 6.2 -6.5%
24 Jeep vehicles Chrysler/Plymouth/Jeep (DaimlerChrysler) 246.9 250.6 -1.5% 173.9 155.0 12.2% 70.4 77.3 -8.9%
25 Oldsmobile cars & trucks Oldsmobile Division (General Motors Corp.) 242.3 228.6 6.0% 176.5 161.5 9.3% 64.6 66.0 -2.1%
26 Microsoft software Microsoft Corp. 236.1 197.8 19.4% 81.7 75.3 8.5% 144.4 112.1 28.8%
27 Wal-Mart stores Wal-Mart Stores 233.6 168.9 38.3% 200.1 150.1 33.3% 31.3 18.6 68.3%
28 Target stores Target Stores (Dayton Hudson Corp.) 231.6 193.4 19.7% 91.3 86.4 5.7% 124.2 99.8 24.4%
29 Buick cars Buick Motor Division (General Motors Corp.) 229.6 252.9 -9.2% 143.7 159.5 -9.9% 85.6 92.0 -7.0%
30 L'Oreal haircare & cosmetics L'Oreal Retail 226.6 171.5 32.1% 173.0 135.6 27.6% 53.3 35.8 48.9%
31 Visa credit cards Visa USA 226.1 242.2 -6.7% 189.5 187.9 .9% 24.0 28.1 -14.6%
32 Bell Atlantic telephone svcs Bell Atlantic Corp. 225.1 185.0 21.7% 99.1 72.0 37.6% 103.6 88.0 17.7%
33 Home Depot stores Home Depot 215.7 188.7 14.3% 148.2 129.9 14.1% 62.2 52.8 17.8%
34 Cadillac cars Cadillac Motor Car Division (General Motors Corp.) 214.0 247.6 -13.6% 136.6 182.4 -25.1% 72.8 62.8 15.9%
35 Tylenol remedies McNeil Consumer Products Co. (Johnson & Johnson) 213.4 253.6 -15.9% 200.3 242.3 -17.3% 11.8 9.9 19.2%
36 Saturn cars Saturn Corp. (General Motors Corp.) 210.0 215.8 -2.7% 163.3 172.0 -5.1% 39.6 33.7 17.5%
37 Best Buy stores Best Buy Co. 206.7 169.5 21.9% 98.2 81.7 20.2% 108.4 87.8 23.5%
38 Taco Bell restaurants Taco Bell (Tricon Global Restaurants) 203.2 185.1 9.8% 192.0 176.1 9.0% .2 .2 .0%
39 Pontiac cars & trucks Pontiac/GMC Division (General Motors Corp.) 201.4 229.5 -12.2% 168.8 168.3 .3% 30.2 59.8 -49.5%
40 Mazda cars & trucks Mazda North American Operations 199.6 232.2 -14.0% 153.8 187.4 -17.9% 43.1 44.5 -3.1%
41 Nike shoes & sportswear Nike 196.4 207.9 -5.5% 145.9 154.7 -5.7% 45.4 44.8 1.3%
42 Sony PlayStation & Electronics Sony Electronics 191.1 121.8 56.9% 112.9 63.2 78.6% 71.8 58.2 23.4%
43 Wendy's restaurants Wendy's International 188.4 172.2 9.4% 180.6 164.8 9.6% .7 .3 133.3%
44 Gateway computers Gateway 183.2 99.6 83.9% 73.4 41.0 79.0% 101.5 56.2 80.6%
45 Miller beers Miller Brewing Co. (Philip Morris Cos.) 181.2 236.5 -23.4% 161.1 214.0 -24.7% 11.7 13.2 -11.4%
46 Volkswagen cars Volkswagen of America 180.8 106.6 69.7% 151.9 96.7 57.1% 24.7 8.9 177.5%
47 Mitsubishi cars & trucks Mitsubishi Motor Sales of America 174.7 129.3 35.2% 147.4 93.1 58.3% 25.9 30.8 -15.9%
48 Claritin allergy remedy Claritin (Schering-Plough Corp.) 172.8 68.4 152.5% 101.8 36.9 175.9% 57.5 26.8 114.6%
49 Dillard's stores Dillard's 170.1 154.5 10.0% .5 .1 400.0% 169.4 154.3 9.8%
50 Mercury cars & trucks Lincoln Mercury Division (Ford Motor Co.) 169.7 161.2 5.3% 109.9 108.6 1.2% 59.8 52.6 13.7%
51 KFC restaurants KFC Corp. (Tricon Global Restaurants) 161.7 168.5 -4.0% 157.6 165.8 -4.9% 1.3 .5 160.0%
52 MasterCard credit cards MasterCard International 157.5 109.4 44.0% 122.7 85.2 44.0% 34.7 18.8 84.6%
53 Post cereals Kraft Foods (Philip Morris Cos.) 153.7 156.0 -1.4% 132.1 142.6 -7.4% 16.7 6.8 145.6%
54 Coke & Diet Coke beverages Coca-Cola Co. 153.6 159.8 -3.9% 131.5 147.1 -10.6% 17.1 9.9 72.7%
55 Blockbuster video stores Blockbuster Video (Viacom) 152.4 89.5 70.3% 133.7 73.5 81.9% 4.1 3.5 17.1%
56 Lexus cars & trucks Toyota Motor Sales USA 151.4 138.5 9.3% 108.2 102.4 5.7% 42.2 35.8 17.9%
57 Mattel toys Mattel 150.9 140.9 7.1% 130.9 131.1 -.2% 18.0 8.8 104.5%
58 Kodak photo equipment Eastman Kodak Co. 150.9 128.9 17.1% 102.9 101.5 1.4% 39.6 20.7 91.3%
59 Montgomery Ward stores Montgomery Ward & Co. 149.7 155.5 -3.8% 57.0 53.8 5.9% 81.2 84.9 -4.4%
60 Kraft foods Kraft Foods (Philip Morris Cos.) 146.1 167.5 -12.8% 113.8 124.5 -8.6% 24.1 36.0 -33.1%
61 Pepsi & Diet Pepsi beverages Pepsi-Cola Co. 145.2 129.8 11.9% 133.5 124.8 7.0% 3.2 2.3 39.1%
62 Clairol haircare products Clairol (Bristol-Myers Squibb Co.) 141.8 125.2 13.2% 104.1 98.2 6.0% 37.4 25.0 49.6%
63 Pantene haircare products Procter & Gamble Co. 139.7 141.4 -1.2% 98.0 106.3 -7.8% 37.3 33.3 12.0%
64 U.S. Postal Service U.S. Postal Service (U.S. Government) 139.2 129.6 7.4% 96.1 95.9 .2% 32.6 27.5 18.5%
65 Isuzu cars & trucks American Isuzu Motors 137.2 91.3 50.3% 100.6 76.9 30.8% 36.4 14.2 156.3%
66 BellSouth telephone svcs BellSouth Telecommunications 136.1 135.2 .7% 74.0 70.3 5.3% 51.1 57.4 -11.0%
67 Marlboro cigarettes Philip Morris USA 134.6 114.5 17.6% .0 .0 NA 81.6 60.2 35.5%
68 Pizza Hut restaurants Pizza Hut (Tricon Global Restaurants) 131.1 147.2 -10.9% 123.9 141.6 -12.5% .5 .2 150.0%
69 Acura cars American Honda Motor Co. 130.9 100.6 30.1% 88.1 72.1 22.2% 42.7 28.3 50.9%
70 Prudential financial svcs Prudential Investments 128.3 129.0 -.6% 62.1 57.1 8.8% 54.2 66.0 -17.9%
71 Disney entertainment & resorts Walt Disney Co. 125.0 127.4 -1.9% 78.7 80.3 -2.0% 44.0 45.2 -2.7%
72 Gap clothing & accessories Gap Inc. 123.4 50.8 142.9% 90.9 30.2 201.0% 28.4 18.3 55.2%
73 Advil remedies Whitehall-Robins (American Home Products Corp.) 123.2 113.1 9.0% 113.2 103.0 9.9% 10.0 10.1 -1.0%
74 Oil of Olay skin care Procter & Gamble Co. 122.1 89.3 36.7% 80.1 64.8 23.6% 37.9 24.5 54.7%
75 Crest dental care Procter & Gamble Co. 122.0 101.2 20.6% 92.3 87.2 5.8% 29.1 13.9 109.4%
76 Lincoln cars & trucks Lincoln Mercury Division (Ford Motor Co.) 121.9 134.3 -9.3% 70.3 69.4 1.3% 48.8 63.3 -22.9%
77 Wrigley's gums Wm. Wrigley Jr. Co. 121.7 123.4 -1.4% 101.5 92.0 10.3% .0 7.4 -100.0%
78 Compaq computers Compaq Computer Corp. 120.8 106.6 13.4% 12.8 16.0 -20.0% 107.0 90.4 18.4%
79 Infiniti cars & trucks Infiniti Division (Nissan Corp.) 120.6 105.7 14.1% 89.1 77.1 15.6% 30.4 28.4 7.0%
80 First Union financial svcs First Union Corp. 119.4 53.9 121.6% 55.2 14.9 270.5% 61.9 37.2 66.4%
81 GTE telephone svcs GTE Corp. 118.4 105.5 12.2% 28.9 26.9 7.4% 55.6 56.4 -1.4%
82 Canon optical & business machines Canon USA 117.8 109.7 7.3% 54.4 40.5 34.3% 57.3 63.5 -9.8%
83 Philips electronics Philips Electronics North America 116.0 122.6 -5.4% 83.7 96.8 -13.5% 31.5 25.8 22.1%
84 Domino's Pizza Dominos Pizza 114.0 122.6 -7.0% 111.4 118.5 -6.0% 1.5 .9 66.7%
85 Coors beers Coors Brewing Co. 113.0 126.0 -10.3% 104.1 116.8 -10.9% 3.5 4.7 -25.5%
86 RadioShack electronics stores Tandy Corp. 109.5 145.8 -24.9% 40.1 84.7 -52.7% 48.4 40.3 20.1%
87 Southwest Airlines Southwest Airlines 108.8 101.3 7.4% 61.9 48.6 27.4% 36.0 45.6 -21.1%
88 Campbell's soups Campbell Soup Co. U.S. Grocery Division 108.0 115.1 -6.1% 81.0 88.9 -8.9% 21.8 24.6 -11.4%
89 Intel computer components Intel Corp. 105.9 84.4 25.5% 69.0 50.8 35.8% 29.9 29.4 1.7%
90 Pillsbury foods Pillsbury Co. 104.2 88.5 17.7% 92.9 86.0 8.0% 10.4 1.6 550.0%
91 HBO cable TV Home Box Office (Time Warner) 102.4 112.1 -8.7% 36.5 46.5 -21.5% 58.6 60.7 -3.5%
92 Discover credit card & brokerage Discover Financial Services 102.3 79.7 28.3% 61.5 59.7 3.0% 24.0 8.6 179.1%
93 Revlon cosmetics Revlon Consumer Products Corp. 100.7 98.7 2.1% 64.6 55.7 16.0% 36.0 42.8 -15.9%
94 Fox TV network Fox Broadcasting Co. (News Corp.) 100.4 92.2 8.9% 5.2 11.0 -52.7% 64.2 57.2 12.2%
95 Quaker cereals & foods Quaker Foods US & Canada 100.2 102.6 -2.4% 82.3 77.0 6.9% 17.5 21.1 -17.1%
96 Franklin Mint collectibles Franklin Mint (Roll International Corp.) 99.9 105.3 -5.2% .0 .0 NA 99.9 105.3 -5.1%
97 Subway restaurants Subway Sandwiches & Salads 99.6 85.2 16.9% 98.4 84.1 17.0% .7 .5 40.0%
98 Charles Schwab financial svcs Charles Schwab Corp. 97.1 94.8 2.4% 55.2 40.1 37.7% 41.0 50.3 -18.5%
99 Walgreens drug stores Walgreen Co. 95.8 102.3 -6.3% 23.8 26.2 -9.2% 71.9 73.5 -2.2%
100 Dell computers Dell Computer Corp. 94.4 59.8 58.0% 26.0 23.2 12.1% 68.2 36.5 86.8%
Notes: Dollars are in millions. Advertising dollars from Competitve Media Reporting. *Sprint telephone svcs includes spending on brands owned and marketed by Alltel.