Advertising Age Data Center
101-200 Megabrands 1998
Rank Megabrand 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
101 Huggies disposable diapers Kimberly-Clark Corp. 93.8 75.6 24.0% 69.9 57.2 22.2% 23.8 18.5 28.6%
102 U.S. dairy products U.S. Dairy Producers, Processors 93.8 106.4 -11.8% 76.3 88.6 -13.9% 8.1 1.1 636.4%
103 Mervyn's stores Dayton Hudson Corp. 92.5 90.2 2.6% 23.5 25.5 -7.8% 67.0 61.8 8.4%
104 U S West telephone svcs U S West 92.2 79.1 16.5% 39.0 35.5 9.9% 27.3 16.7 63.5%
105 Hallmark cards Hallmark Cards 91.8 93.1 -1.4% 76.6 75.2 1.9% 13.7 17.8 -23.0%
106 Maybelline cosmetics L'Oreal 91.1 83.5 9.1% 62.8 57.6 9.0% 28.2 25.9 8.9%
107 Propecia hair loss remedy Merck & Co. 91.0 .0 NA 72.4 .0 NA 18.5 .0 NA
108 Nintendo video game system Nintendo Co. 90.6 53.5 69.3% 80.7 50.7 59.2% 7.7 2.8 175.0%
109 Purina pet foods Ralston Purina Co. 89.9 75.6 19.0% 58.6 48.5 20.8% 30.6 26.7 14.6%
110 Hewlett-Packard computer equipment Hewlett-Packard Co. 89.8 117.9 -23.8% 7.8 19.5 -60.0% 78.9 95.2 -17.1%
111 Robinsons-May stores May Department Stores Co. 88.4 81.0 9.1% 2.8 3.1 -9.7% 84.3 76.8 9.8%
112 Tide laundry detergent Procter & Gamble Co. 87.9 70.2 25.1% 78.3 59.9 30.7% 8.0 8.2 -2.4%
113 DirecTV satellite systems General Motors Corp. 87.1 56.1 55.4% 61.4 39.1 57.0% 25.6 16.7 53.3%
114 Fidelity financial svcs FMR Corp. 86.9 90.2 -3.7% 34.6 35.6 -2.8% 48.8 50.7 -3.7%
115 Cover Girl cosmetics Procter & Gamble Co. 86.5 91.4 -5.4% 50.4 59.9 -15.9% 36.1 31.5 14.6%
116 Hersheys candy Hershey Foods Corp. 86.2 84.5 2.1% 60.6 70.5 -14.0% 23.3 11.4 104.4%
117 Foleys stores May Department Stores Co. 86.1 88.3 -2.5% 3.6 3.0 20.0% 82.5 85.3 -3.3%
118 Dr Pepper & Diet Dr Pepper beverages Cadbury Schweppes 86.1 79.9 7.7% 84.8 79.1 7.2% .8 .8 .0%
119 United Parcel Service United Parcel Service of America 85.2 65.3 30.4% 65.4 42.9 52.4% 17.9 17.2 4.1%
120 Rite Aid pharmacies Rite Aid Corp. 84.9 42.1 101.4% 46.2 14.8 212.2% 35.1 25.2 39.3%
121 Bose audio equipment Bose Corp. 84.7 67.5 25.5% 7.1 9.4 -24.5% 77.3 57.9 33.5%
122 Allstate insurance Allstate Corp. 84.6 76.2 11.0% 42.9 41.5 3.4% 14.6 18.1 -19.3%
123 milk U.S. Dairy Producers, Processors 84.5 80.4 5.1% .0 .0 NA 84.5 80.4 5.1%
124 Pampers disposable diapers Procter & Gamble Co. 83.8 69.6 20.4% 69.2 52.8 31.1% 14.6 16.8 -13.1%
125 Subaru vehicles Fuji Heavy Industries 83.7 78.8 6.2% 59.0 52.1 13.2% 23.2 24.8 -6.5%
126 Hertz car rental Ford Motor Co. 83.6 55.6 50.3% 27.0 20.6 31.1% 53.2 33.0 61.2%
127 CBS TV network CBS Corp. 83.1 80.2 3.7% 7.8 16.5 -52.7% 55.2 52.2 5.7%
128 Mercedes-Benz cars & trucks DaimlerChrysler 82.2 101.5 -19.0% 46.1 61.7 -25.3% 34.2 38.1 -10.2%
129 Volvo cars Volvo 82.0 64.2 27.8% 46.1 38.0 21.3% 30.7 25.8 19.0%
130 AirTouch cellular telephone Airtouch Communications 81.9 77.2 6.1% 43.4 37.6 15.4% 32.7 34.9 -6.3%
131 Apple computer equipment Apple Computer 81.3 48.4 67.9% 46.3 8.5 444.7% 30.4 37.4 -18.7%
132 Xerox office machines Xerox Corp. 81.3 55.6 46.1% 47.6 23.3 104.3% 21.5 21.2 1.4%
133 Hyundai cars Hyundai Corp. 80.4 107.7 -25.4% 61.2 94.6 -35.3% 17.7 8.8 101.1%
134 Staples office supply stores Staples Inc. 79.8 63.9 25.0% 52.3 37.3 40.2% 23.8 22.5 5.8%
135 Ameritech telephone svcs Ameritech Corp. 79.3 96.4 -17.8% 58.6 70.2 -16.5% 10.3 15.4 -33.1%
136 Columbia House recorded entertainment clubs Sony Corp. 78.3 62.8 24.6% 19.2 11.3 69.9% 57.6 50.6 13.8%
137 NBC TV network General Electric Co. 78.2 79.8 -2.0% 3.2 1.4 128.6% 57.0 59.1 -3.6%
138 Camel cigarettes RJR Nabisco Holdings Corp. 77.9 61.8 26.1% .0 .0 NA 39.8 25.6 55.5%
139 U.S. Army U.S. Government 77.2 89.6 -13.9% 61.5 72.8 -15.5% 11.4 11.3 .9%
140 Geico Insurance Berkshire Hathaway 77.1 30.4 154.0% 45.2 17.0 165.9% 7.6 5.2 46.2%
141 BMW vehicles BMW 76.7 77.3 -.8% 34.2 36.3 -5.8% 42.1 40.7 3.4%
142 Kohls stores Kohls Corp. 76.4 61.2 24.7% 30.1 22.2 35.6% 40.2 34.4 16.9%
143 State Farm insurance State Farm Mutual Automobile Insurance Co. 76.1 57.0 33.6% 39.7 29.2 36.0% 30.4 22.4 35.7%
144 Zyrtec allergy remedy Pfizer 75.2 53.5 40.6% 57.7 16.4 251.8% 16.5 37.1 -55.5%
145 Colgate dental care Colgate-Palmolive Co. 75.0 67.6 11.0% 69.2 66.1 4.7% 5.4 1.1 390.9%
146 CompUSA computer stores CompUSA 75.0 74.4 .7% 1.8 2.7 -33.3% 45.5 47.2 -3.6%
147 Audi cars Volkswagen 74.5 51.1 45.7% 42.4 24.6 72.4% 32.1 26.5 21.1%
148 Slim Fast diet & supplements Slim Fast Foods Co. 73.8 77.8 -5.1% 73.8 72.5 1.8% .0 5.3 -100.0%
149 Neutrogena toiletries Johnson & Johnson 73.4 67.7 8.4% 46.5 41.4 12.3% 26.5 26.2 1.1%
150 Red Lobster restaurants Darden Restaurants 72.4 80.7 -10.3% 63.4 79.2 -19.9% 1.3 .1 1,200.0%
151 Cellular One telephone svcs SBC Communications 72.1 68.7 4.8% 20.5 20.1 2.0% 48.1 45.7 5.3%
152 Publisher's Choice multimedia National Syndications 71.1 53.9 32.0% .0 .0 NA 71.1 53.9 31.9%
153 American Airlines AMR Corp. 70.7 64.6 9.6% 20.4 23.5 -13.2% 47.7 39.3 21.4%
154 Toys R Us stores Toys R Us 69.7 66.7 4.5% 45.8 31.5 45.4% 19.2 30.2 -36.4%
155 Pacific Bell telephone svcs SBC Communications 69.6 55.9 24.5% 23.4 21.3 9.9% 25.5 18.2 40.1%
156 Estee Lauder cosmetics & fragrances Estee Lauder Cos. 69.3 70.3 -1.4% 25.2 25.0 .8% 43.8 45.0 -2.7%
157 Blue Cross & Blue Shield insurance Blue Cross & Blue Shield Association 69.1 73.8 -6.3% 45.6 47.7 -4.4% 13.6 18.4 -26.1%
158 CarMax auto superstore Circuit City Stores 69.0 33.4 106.9% 16.8 9.3 80.6% 51.7 24.0 115.4%
159 Gatorade beverages Quaker Oats Co. 68.4 61.9 10.6% 62.4 54.1 15.3% 5.3 5.3 .0%
160 DeBeers diamonds DeBeers Consolidated Mines 67.8 60.5 12.1% 45.1 42.6 5.9% 21.9 17.8 23.0%
161 Office Depot office supply stores Office Depot 67.6 72.7 -7.0% 16.6 15.2 9.2% 50.2 56.6 -11.3%
162 M&M candies Mars Inc. 67.3 67.7 -.5% 58.9 62.3 -5.5% 7.2 5.4 33.3%
163 Olive Garden restaurants Darden Restaurants 67.0 57.7 16.2% 66.4 57.0 16.5% .1 .1 .0%
164 ABC TV network Walt Disney Co. 66.9 65.4 2.3% 4.6 5.1 -9.8% 51.0 47.5 7.4%
165 Northwest airlines Northwest Airlines Corp. 66.7 48.2 38.5% 9.2 3.9 135.9% 52.5 39.6 32.6%
166 Jell-O desserts Philip Morris Cos. 65.6 75.3 -12.8% 44.4 47.7 -6.9% 21.2 25.0 -15.2%
167 Old Navy apparel & accessories Gap Inc. 65.3 22.7 187.6% 56.5 13.8 309.4% 2.0 7.3 -72.6%
168 Energizer batteries Ralston Purina Co. 64.4 61.0 5.7% 54.1 59.7 -9.4% 10.3 1.3 692.3%
169 Maxwell House coffees Philip Morris Cos. 64.2 79.7 -19.5% 41.2 59.7 -31.0% 21.8 17.4 25.3%
170 Nabisco foods RJR Nabisco Holdings Corp. 64.0 67.2 -4.7% 59.1 63.8 -7.4% 4.7 3.3 42.4%
171 Money Store financial svcs First Union Corp. 64.0 55.7 14.9% 63.7 54.1 17.7% .1 .5 -80.0%
172 Lord & Taylor stores May Department Stores Co. 64.0 59.0 8.4% .0 .0 NA 63.1 58.5 7.9%
173 Nextel cellular svcs Nextel Communications 63.9 42.1 52.0% 17.1 11.1 54.1% 37.8 26.9 40.5%
174 Aleve pain remedy Bayer 63.9 74.9 -14.7% 55.8 74.9 -25.5% 8.0 .0 NA
175 United Airlines UAL Corp. 63.6 67.2 -5.5% 27.8 28.2 -1.4% 33.6 37.5 -10.4%
176 Adidas athleticwear Adidas-Salomon 63.5 21.6 194.2% 39.1 15.6 150.6% 24.2 5.6 332.1%
177 Motorola cellular svcs Motorola 63.1 46.1 36.8% 25.6 30.1 -15.0% 36.7 15.2 141.4%
178 Shell oil & gasoline Royal Dutch/Shell Group of Cos. 63.0 40.6 55.2% 38.6 28.3 36.4% 14.9 2.7 451.9%
179 Payless ShoeSource stores May Department Stores Co. 62.9 60.2 4.6% 62.4 57.9 7.8% .5 .3 66.7%
180 Goodyear tires & service centers Goodyear Tire & Rubber Co. 62.8 62.5 .6% 34.8 33.3 4.5% 20.2 19.2 5.2%
181 Thermasilk haircare pdts Unilever 62.3 .0 NA 41.1 .0 NA 20.2 .0 NA
182 Tiger electronic games Hasbro 62.1 71.9 -13.6% 60.7 69.0 -12.0% 1.4 2.8 -50.0%
183 Office of National Drug Control U.S. Government 61.9 .0 NA 38.6 .0 NA 13.4 .0 NA
184 Pringles potato chips Procter & Gamble Co. 60.4 42.9 41.0% 47.2 37.3 26.5% 9.1 1.6 468.7%
185 OfficeMax office supply stores OfficeMax 60.4 58.1 4.1% 6.1 6.9 -11.6% 51.9 46.9 10.7%
186 Levi's apparel Levi Strauss & Co. 59.9 57.6 4.0% 41.6 49.4 -15.8% 11.0 5.7 93.0%
187 Firstplus financial svcs Firstplus Financial 59.9 35.4 69.3% 58.8 35.2 67.0% 1.1 .1 1,000.0%
188 Folgers coffee Procter & Gamble Co. 59.9 65.9 -9.1% 54.6 55.8 -2.2% .0 7.4 -100.0%
189 Time-Life entertainment Time Warner 59.6 52.8 13.0% 57.7 47.7 21.0% 2.0 5.1 -60.8%
190 Pravachol cholesterol remedy Bristol-Myers Squibb Co. 59.6 66.5 -10.4% 22.8 7.6 200.0% 36.6 58.9 -37.9%
191 Mobil oil & gasoline Mobil Oil Corp. 59.5 59.2 .6% 34.2 37.8 -9.5% 12.0 12.7 -5.5%
192 Arby's restaurants Triarc Cos. 59.5 49.6 20.0% 54.8 46.4 18.1% .5 .4 25.0%
193 Boston Market restaurants Boston Chicken 59.1 111.6 -47.0% 55.4 108.7 -49.0% .9 2.2 -59.1%
194 Fry's electronics stores Fry's Electronics 58.9 37.1 58.6% .8 .3 166.7% 58.1 36.9 57.5%
195 Lowe's building supply stores Lowes Cos. 58.7 42.2 39.1% 30.6 21.9 39.7% 26.1 19.5 33.8%
196 Motrin pain remedies Johnson & Johnson 58.7 50.1 17.1% 48.7 46.0 5.9% 9.8 4.1 139.0%
197 Aetna & U.S. Healthcare insurance Aetna 58.0 63.3 -8.3% 27.8 31.8 -12.6% 27.5 27.1 1.5%
198 Bloomingdale's Stores Federated Department Stores 57.7 43.6 32.5% .6 .3 100.0% 56.8 42.8 32.7%
199 Southwestern Bell telephone svcs SBC Communications 57.6 67.9 -15.1% 25.0 23.6 5.9% 23.8 30.2 -21.2%
200 Omnipoint wireless svcs Omnipoint Communications Services 57.4 20.3 182.7% 12.8 4.4 190.9% 42.2 15.7 168.8%
Notes: Dollars are in millions. Source: Competitive Media Reporting.