Advertising Age Data Center
100 LEADING NATIONAL ADVERTISERS
RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2004
RANK TOTAL U.S. AD SPENDING U.S. MEASURED MEDIA BREAKOUT FOR 2004
20042003ADVERTISERHEADQUARTERS2004% CHGUNMEASUREDMEDIACONSUMER & BUSINESS MAGAZINESNEWSPAPEROUTDOORTVRADIOINTERNETYELLOW PAGES
11General Motors Corp.Detroit$3,997.4 6.3$1,199.8 $2,797.6 $500.9 $461.2 $48.3 $1,619.3 $62.4 $66.1 $39.4
22Procter & Gamble Co.Cincinnati3,919.717.0914.13,005.6665.5124.93.62,158.441.012.20.0
33Time WarnerNew York3,283.16.81,344.91,938.2364.6377.670.9888.291.7145.30.0
44PfizerNew York2,957.310.31,896.11,061.1258.129.80.8721.127.423.90.0
55SBC CommunicationsSan Antonio, Texas2,686.83.4850.81,835.950.6814.020.5779.6105.956.38.9
66DaimlerChryslerAuburn Hills, Mich./Stuttgart, Germany2,462.13.2651.51,810.6367.7166.823.81,185.813.040.313.3
77Ford Motor Co.Dearborn, Mich.2,458.011.4814.81,643.3395.1179.517.8942.126.661.221.0
89Walt Disney Co.Burbank, Calif.2,241.510.1851.51,390.0181.9258.539.7808.747.953.30.0
913Verizon CommunicationsNew York2,197.331.4669.31,528.036.3648.241.4564.1101.7124.611.9
1010Johnson & JohnsonNew Brunswick, N.J.2,175.710.9783.11,392.5343.938.41.0956.723.229.40.0
1115GlaxoSmithKlineGreenford, Middlesex, U.K.1,828.317.0939.7888.6192.224.22.0647.611.111.50.0
128Sears Holdings Corp.Hoffman Estates, Ill.1,823.0-10.9849.3973.799.5216.42.0611.714.913.815.3
1314Toyota Motor Corp.Toyota City, Japan1,821.011.1723.51,097.5249.187.818.1687.011.543.90.0
1412General Electric Co.Fairfield, Conn.1,819.05.5885.7933.3146.6181.424.0501.746.528.54.5
1511Sony Corp.Tokyo1,665.3-7.8732.6932.6141.8175.712.1545.018.539.50.0
1619Nissan Motor Co.Tokyo1,539.917.6446.61,093.3239.292.929.0721.64.66.00.0
1716Altria GroupNew York1,399.41.0291.31,108.1458.137.41.8544.618.148.10.0
1817McDonald's Corp.Oak Brook, Ill.1,388.91.4749.6639.250.84.838.4529.310.55.30.0
1920L'OrealParis1,341.16.1572.7768.5336.434.22.0392.20.43.30.0
2018UnileverLondon/Rotterdam1,319.1-1.3716.4602.7164.437.95.7370.66.417.60.0
2131NovartisBasel, Switzerland1,284.634.2701.7582.997.510.31.7455.42.915.10.0
2221PepsiCoPurchase, N.Y.1,262.24.3400.8861.4122.817.08.4696.87.09.30.0
2329Home DepotAtlanta1,255.922.6722.0533.962.984.11.4286.888.14.26.5
2425Merck & Co.Whitehouse Station, N.J.1,250.311.2899.8350.5119.417.80.0205.00.08.30.0
2526U.S. GovernmentWashington1,228.59.4516.0712.5144.849.45.4450.333.029.70.0
2623ViacomNew York1,207.34.9482.9724.4143.9148.627.1342.041.021.80.0
2724Honda Motor Co.Tokyo1,204.95.6414.1790.8127.737.12.0602.21.312.97.7
2828Sprint Corp.Westwood, Kan.1,113.57.3256.1857.425.9444.94.7350.518.512.90.0
2927J.C. Penney Co.Plano, Texas1,095.45.3655.8439.650.4141.10.3176.924.246.70.0
3030Estee Lauder Cos.New York1,057.07.2885.8171.1141.31.70.627.00.20.40.0
3132NestleVevey, Switzerland1,028.37.8530.3498.0117.427.54.4311.818.818.00.0
3271CitigroupNew York1,000.6119.9390.2610.4150.186.411.2306.32.054.50.0
3322Microsoft Corp.Redmond, Wash.986.6-16.4503.2483.5164.211.83.0148.32.4153.70.0
3435Best Buy Co.Eden Prairie, Minn.950.56.9560.8389.741.5144.20.6170.30.432.70.0
3533General MillsMinneapolis912.5-4.3280.8631.655.661.10.2498.64.311.90.0
3636Target Corp.Minneapolis904.13.1377.9526.269.2151.46.2268.42.029.10.0
3734Hewlett-Packard Co.Palo Alto, Calif.898.5-4.9350.4548.1169.969.12.2167.91.5137.50.0
3840News Corp.New York890.512.1209.3681.173.8156.420.3339.356.035.30.0
3944Schering-Plough Corp.Madison, N.J.852.719.2458.1394.653.44.90.0322.57.06.70.0
4048Wal-Mart StoresBentonville, Ark.841.421.2241.1600.247.626.00.8454.320.649.51.4
4151Gillette Co.Boston836.630.8270.7565.998.228.33.2422.210.73.30.0
4237WyethMadison, N.J.828.7-0.5482.7346.032.40.20.0276.611.725.10.0
4338Anheuser-Busch Cos.St. Louis817.3-0.4310.6506.732.812.558.8398.10.73.80.0
4447Cendant Corp.Parsippany, N.J.803.115.5515.0288.122.635.528.5128.214.351.97.0
4546May Department Stores Co.St. Louis792.811.9190.3602.540.5430.00.6115.412.33.70.0
4642Yum BrandsLouisville, Ky.779.43.4116.4663.03.53.85.7633.79.41.55.3
4741Bristol-Myers Squibb Co.New York772.9-1.5481.4291.484.217.00.9180.90.48.20.0
4849DellAustin, Texas756.212.9131.1625.0156.6114.51.5218.114.7119.50.0
4943Federated Department StoresCincinnati744.12.0126.5617.631.5476.62.389.93.613.70.0
5039Mars Inc.McLean, Va.739.8-9.3332.9406.980.91.11.3314.73.95.00.0
5181AstraZenecaLondon722.976.6231.6491.3132.434.30.0280.62.441.50.0
5254American Express Co.New York717.920.7312.9405.1106.147.87.4201.510.232.10.0
5350Kroger Co.Cincinnati686.14.8559.4126.70.784.34.536.90.20.20.0
5457Sanofi-AventisParis674.317.2404.6269.7127.03.70.2120.18.410.40.0
5562InterActiveCorpNew York647.523.1226.6420.932.513.69.6210.722.6131.90.0
5656Kellogg Co.Battle Creek, Mich.647.112.2207.0440.096.615.20.0316.23.48.60.0
5745IBM Corp.Armonk, N.Y.631.9-10.8322.3309.6122.346.91.9129.80.38.40.0
5874Berkshire HathawayOmaha, Neb.617.041.2245.2371.838.312.013.9260.246.60.80.0
5961SafewayPleasanton, Calif.605.713.1478.2127.52.031.93.140.849.60.10.0
6067Deutsche TelekomBonn, Germany603.622.6158.3445.322.5150.90.2239.75.322.04.6
6152DiageoLondon593.5-5.5430.0163.558.73.720.874.05.60.60.0
62146Eli Lilly & Co.Indianapolis586.8207.6346.2240.648.44.20.1177.73.86.40.0
6353VolkswagenWolfsburg, Germany580.1-5.0162.4417.776.832.31.6297.51.48.10.0
6478Nextel CommunicationsReston, Va.575.835.2236.1339.715.4159.817.8118.519.98.30.0
6560NikeBeaverton, Ore.573.95.4353.8220.178.52.62.0128.91.96.20.0
6664Lowe's Cos.North Wilkesboro, N.C.542.37.0211.5330.820.870.80.7217.519.01.80.0
6763Burger King Corp.Miami542.13.1227.7314.410.40.63.7286.612.30.70.0
6872Coca-Cola Co.Atlanta540.520.8161.1379.425.22.812.3331.04.83.30.0
6998Hyundai Motor Co.Seoul533.660.4160.1373.533.86.31.2327.70.73.80.0
7069Kohl's Corp.Menomonee Falls, Wis.532.713.2197.1335.619.3106.90.7180.927.60.10.0
7155Sara Lee Corp.Chicago528.9-8.9322.7206.333.713.73.6151.91.81.50.0
7265Gap Inc.San Francisco525.53.8121.0404.583.515.86.6277.35.216.10.0
7358Clorox Co.Oakland, Calif.522.1-7.775.3446.9180.111.11.6251.22.60.20.0
7479Albertson'sBoise, Idaho512.321.2374.4137.92.639.14.272.818.01.20.0
7588SC JohnsonRacine, Wis.510.839.485.5425.329.142.20.0351.42.50.10.0
7668Visa InternationalSan Francisco505.43.9151.6353.835.04.80.9271.810.630.60.0
7792Capital One Financial Corp.Falls Church, Va.487.939.1126.8361.015.94.80.0332.71.36.40.0
7866MattelEl Segundo, Calif.481.7-2.8289.0192.728.90.20.3158.81.13.50.0
7975SABMillerLondon471.08.5164.9306.241.212.722.5222.05.02.70.0
8080Doctor's AssociatesMilford, Conn.463.013.0151.7311.35.42.53.7293.91.84.00.0
8176BayerLeverkusen, Germany459.15.9200.2258.920.28.10.4221.47.41.40.0
8273MasterCard InternationalNew York444.5-0.5115.6328.959.48.30.8237.28.614.60.0
8383Wendy's InternationalDublin, Ohio435.812.774.1361.738.30.27.3312.03.10.70.0
8477Campbell Soup Co.Camden, N.J.425.3-1.195.9329.581.324.11.0214.52.65.90.0
85100Mazda Motor Corp.Hiroshima, Japan412.929.7119.8293.286.19.22.7187.10.08.10.0
8690BellSouth Corp.Atlanta404.913.0268.7136.23.624.12.176.320.13.36.7
8787Limited BrandsColumbus, Ohio398.56.2308.590.016.21.01.563.90.27.20.0
88103Bank of America Corp.Charlotte, N.C.398.527.2103.6294.920.856.217.2146.629.424.70.0
8970AT&T Corp.Basking Ridge, N.J.396.8-15.4119.1277.827.222.23.2203.56.215.50.0
90152DreamWorks SKGGlendale, Calif.380.0105.662.0318.09.782.711.5208.10.55.50.0
9195Cadbury SchweppesLondon374.810.0118.3256.612.35.03.8232.70.72.10.0
9285Mitsubishi Motors Corp.Tokyo374.0-1.0112.2261.836.712.21.5209.30.12.00.0
93114Allstate Corp.Northbrook, Ill.373.933.480.8293.039.211.410.6165.034.813.818.3
9499United Parcel ServiceAtlanta366.410.9177.4188.916.66.70.1131.322.95.55.8
9559ConAgra FoodsOmaha, Neb.363.8-35.1206.8157.129.526.20.296.72.22.40.0
96107Reckitt BenckiserWindsor, Berkshire, U.K.363.619.050.7312.927.829.30.0254.51.30.00.0
9794Kia Motors Corp.Seoul355.52.2106.7248.922.62.21.8212.28.31.80.0
9886Circuit City StoresRichmond, Va.350.0-7.1120.7229.34.370.50.2118.33.832.20.0
9991Kimberly-Clark Corp.Irving, Texas341.9-2.773.9267.9101.721.80.0137.13.83.60.0
10093Molson Coors Brewing Co.Golden, Colo./Montreal330.8-5.1162.1168.78.53.815.7133.43.53.70.0

Notes: Dollars are in millions. 2003 rankings represent data compiled in 2005. Measured media from TNS Media Intelligence's Stradegy , and Yellow Pages Association. Consumer magazine includes Sunday magazine, local magazine, business-to-business magazine and Spanish-language magazine; newspaper includes national newspaper, Spanish-language newspaper and FSI data from TNS' Marx Promotion Intelligence; TV includes network, spot, syndicated, Spanish-language and network cable TV; radio includes network and national spot.