Advertising Age Data Center
Copyright © 1992-2016

TOP 200 MEGABRANDS
Ranked by total measured U.S. media in 2005
RANKMEASURED MEDIA SPENDING IN FIRST HALF
20052004MEGABRANDPARENT COMPANYTOTAL 2005TOTAL 2004% CHG
11VerizonVerizon Communications$1,715.2 $1,614.5 6.2
23CingularAT&T1,314.3 911.344.2
36SprintSprint Nextel Corp.995.0 893.311.4
42FordFord Motor Co.984.6 954.43.2
55ChevroletGeneral Motors Corp.876.6 908.1-3.5
64NissanNissan Motor Co.813.7 910.2-10.6
711DellDell776.3 630.423.1
88ToyotaToyota Motor Corp.766.9 797.5-3.8
910McDonald'sMcDonald's Corp.742.3 678.29.5
1015HondaHonda Motor Co.637.1 567.912.2
1117ChryslerDaimlerChrysler604.4 543.811.1
1219TargetTarget Corp.601.5 526.314.3
1320GMGeneral Motors Corp.600.6 521.315.2
1425American ExpressAmerican Express Co.592.7 411.544.0
1516CitiCitigroup587.9 565.14.0
1612Wal-MartWal-Mart Stores563.3 579.8-2.9
1721Macy'sFederated Department Stores553.6 473.716.8
1813Home DepotHome Depot533.6 579.0-7.8
1922T-MobileDeutsche Telekom521.6 453.115.1
209DodgeDaimlerChrysler516.8 715.3-27.8
2118HPHewlett-Packard Co.496.5 535.3-7.3
2214SearsSears Holdings Corp.484.7 569.4-14.9
2327HyundaiHyundai Motor Co.425.4 378.212.5
2429Lowe'sLowe's Cos.423.7 366.615.6
2524J.C. PenneyJ.C. Penney Co.417.6 437.2-4.5
26319VonageVonage Holdings Corp.413.5 63.4552.6
2748GeicoBerkshire Hathaway403.3 286.240.9
2834Kohl'sKohl's Corp.401.4 352.713.8
2944Budweiser & Bud LightAnheuser-Busch Cos.385.8 305.126.4
3028Wendy'sWendy's International375.1 368.11.9
3146AOLTime Warner364.0 296.922.6
3231VisaVisa International360.2 362.4-0.6
3353OlayProcter & Gamble Co.359.1 268.134.0
3441MicrosoftMicrosoft Corp.357.1 315.613.1
3532Capital OneCapital One Financial Corp.352.0 361.1-2.5
3626Best BuyBest Buy Co.338.7 391.3-13.5
3736MasterCardMasterCard International335.5 340.6-1.5
3843L'OrealL'Oreal328.1 307.16.8
3938SubwayDoctor's Associates325.3 324.50.2
4037KelloggKellogg Co.323.7 326.0-0.7
4123SBCAT&T321.8 452.0-28.8
4235VolkswagenVolkswagen321.0 342.7-6.3
4354State FarmState Farm Mutual Auto. Ins. Co.320.1 260.123.1
4449Coca-Cola & Diet CokeCoca-Cola Co.317.0 279.513.4
4559GMCGeneral Motors Corp.300.2 242.723.7
4656ComcastComcast Corp.299.7 255.217.5
4733JeepDaimlerChrysler297.7 354.2-16.0
4842IBMIBM Corp.294.7 310.0-4.9
4945AllstateAllstate Corp.289.2 298.9-3.2
5040MillerSABMiller283.4 317.1-10.6
5130NextelSprint Nextel Corp.278.5 365.1-23.7
5252General MillsGeneral Mills277.9 269.33.2
5339Burger KingBurger King Corp.268.8 323.0-16.8
5458LexusToyota Motor Corp.262.9 247.06.4
5564Pepsi & Diet PepsiPepsiCo262.7 239.09.9
5665DirecTVDirecTV Group254.2 237.17.2
5780ProgressiveProgressive Corp.252.4 200.525.9
5879CloroxClorox Co.251.1 201.724.5
5966Circuit CityCircuit City Stores247.7 231.67.0
6067KFCYum Brands246.0 228.97.5
6197PontiacGeneral Motors Corp.239.4 172.538.7
6274Taco BellYum Brands231.8 211.19.8
6361CadillacGeneral Motors Corp.226.6 242.0-6.4
6460NexiumAstraZeneca226.3 242.1-6.5
6590DisneyWalt Disney Co.225.5 186.720.8
6691NabiscoAltria Group220.6 186.318.4
6755CrestProcter & Gamble Co.219.0 255.4-14.2
6857KiaKia Motors Corp.218.0 252.5-13.7
69100TD AmeritradeTD Ameritrade Holding Corp.217.7 168.729.1
7070AcuraHonda Motor Co.216.1 218.1-0.9
71NALunestaSepracor215.1 0.0NA
7276Pizza HutYum Brands213.2 207.92.6
7373RadioShackRadioShack Corp.212.3 211.70.3
7482InfinitiNissan Motor Co.209.7 197.56.2
75304ChaseJPMorgan Chase & Co.209.5 67.5210.1
7662Dillard'sDillard's209.4 240.1-12.8
7787Fry'sFry's Electronics209.3 187.611.5
7847MazdaMazda Motor Corp.208.7 294.5-29.1
7950Bank of AmericaBank of America Corp.208.7 276.2-24.4
8081NetflixNetflix208.1 198.64.8
81123GatoradePepsiCo206.3 141.645.7
8284PanteneProcter & Gamble Co.205.7 194.35.9
8368GilletteProcter & Gamble Co.205.5 226.8-9.4
84106ABCWalt Disney Co.199.5 158.725.7
8551MitsubishiMitsubishi Motors Corp.193.9 270.2-28.3
86121QuakerPepsiCo193.5 142.735.6
8775UPSUnited Parcel Service192.7 208.2-7.5
8863KmartSears Holdings Corp.189.9 239.2-20.6
8969SaturnGeneral Motors Corp.189.8 221.5-14.3
9085SonySony Corp.187.4 193.1-3.0
91112Campbell'sCampbell Soup Co.183.4 151.321.2
9294Ingles Sin BarrerasLexicon Marketing Corp.182.5 178.62.2
93134Petmed ExpressPetmed Express178.7 130.237.2
9499NeutrogenaJohnson & Johnson177.9 168.95.3
9593BoseBose Corp.177.6 181.3-2.0
96143BuickGeneral Motors Corp.177.0 123.243.7
9783Old NavyGap176.1 196.6-10.4
9896WalgreensWalgreen Co.174.2 172.90.8
99107CoorsMolson Coors Brewing Co.170.9 158.47.9
100101SubaruFuji Heavy Industries169.2 168.10.6
10198WachoviaWachovia Corp.168.2 169.5-0.8
102116Washington MutualWashington Mutual165.9 145.214.2
103128Applebee'sApplebee's International165.7 136.021.9
10477NikeNike165.5 205.7-19.6
105122MercuryFord Motor Co.165.1 141.816.4
106104KraftAltria Group163.0 164.3-0.8
10778GEGeneral Electric Co.162.8 204.3-20.3
108113SouthwestSouthwest Airlines161.8 150.87.2
109331GlaxoSmithKlineGlaxoSmithKline160.8 60.1167.3
110120Domino's PizzaDomino's Pizza155.3 143.08.6
111364VytorinMerck & Co./Schering-Plough Corp.155.3 52.2197.2
112138AppleApple Computer155.2 124.824.4
113316BlockbusterBlockbuster154.0 64.8137.7
114115DoveUnilever153.6 145.45.6
115140Rooms To GoRooms To Go151.4 124.421.7
116130FidelityFMR Corp.149.6 132.213.1
117260Classmates.comUnited Online147.9 76.892.5
11889MercedesDaimlerChrysler147.8 186.8-20.9
119181PeoplePCPeoplePC147.6 100.247.4
12072TylenolJohnson & Johnson145.2 212.9-31.8
121118U.S. ArmyU.S. Government144.6 145.0-0.3
122165LamisilNovartis143.0 109.830.3
12371CrestorAstraZeneca141.8 216.2-34.4
12495OrthoJohnson & Johnson141.4 177.8-20.5
125133FoxNews Corp.139.1 131.16.1
126227E-TradeE-Trade Financial Corp.137.8 86.459.5
12788ExpediaExpedia137.7 187.6-26.6
128136WrigleyWm. Wrigley Jr. Co.137.3 127.18.0
129111BMWBMW136.9 152.0-9.9
130218AdvairGlaxoSmithKline136.9 88.754.3
131145PostAltria Group136.7 121.612.4
132127GarnierL'Oreal135.7 137.3-1.1
133200GladeSC Johnson135.5 93.944.2
134131SamsungSamsung Group134.5 132.11.8
13592Office of Nat'l Drug Control PolicyU.S. Government134.3 181.8-26.1
136209Re/MaxRe/Max International132.0 90.745.5
137108CanonCanon131.0 156.9-16.5
138170AveenoJohnson & Johnson130.6 108.320.6
139329AmbienSanofi-Aventis130.2 61.0113.4
140110Oral-BProcter & Gamble Co.128.8 152.0-15.3
141184PlayStationSony Corp.127.9 99.628.4
142249Lowermybills.comGUS127.6 78.762.1
143119BellSouthBellSouth Corp.127.5 143.2-11.0
144185EbayEbay126.5 99.627.0
145189HummerGeneral Motors Corp.125.9 99.326.8
146868NasonexSchering-Plough Corp.124.2 10.11,129.2
147153AlltelAlltel Corp.123.6 115.96.6
148125Fedex & Fedex KinkosFedex Corp.123.1 137.7-10.6
149196PurinaNestle123.1 96.527.6
150139FebrezeProcter & Gamble Co.121.9 124.6-2.2
151173Chili's Grill & BarBrinker International121.1 106.513.7
152109SchwabCharles Schwab Corp.120.6 152.7-21.0
153117HallmarkHallmark Cards118.9 145.1-18.0
154151MaybellineL'Oreal118.9 116.71.9
155259Dish NetworkEchoStar Communications Corp.116.8 76.951.9
156206NBC TVGeneral Electric Co.116.5 91.727.1
157199MonsterMonster Worldwide115.8 94.522.6
158213Red LobsterDarden Restaurants115.1 90.027.8
159171ClaritinSchering-Plough Corp.113.6 108.24.9
160137AmeriquestAmeriquest Mortgage Co.113.5 126.8-10.5
161168SafewaySafeway113.5 108.74.4
162208AARPAARP113.4 90.824.9
163150FlonaseGlaxoSmithKline112.8 118.6-4.9
164178Time WarnerTime Warner112.4 101.610.6
165193Olive GardenDarden Restaurants111.7 98.813.0
166105CialisEli Lilly & Co.110.9 163.8-32.3
167192LincolnFord Motor Co.110.7 98.812.0
168167PlavixBristol-Myers Squibb Co.110.2 109.01.1
169269Land RoverFord Motor Co.109.8 73.948.7
170166WellbutrinGlaxoSmithKline108.1 109.1-0.9
171191Blue Cross & Blue ShieldBlue Cross & Blue Shield Assn.107.7 99.38.5
172129Philip MorrisAltria Group107.2 135.4-20.8
173262SuzukiSuzuki Motor Corp.107.1 76.540.1
174201Carnival CruisesCarnival Corp.106.8 93.214.6
175102Gap & Baby GapGap106.8 166.6-35.9
176157SingulairMerck & Co.105.1 112.5-6.6
177254BowflexNautilus103.9 78.033.1
17886ClairolProcter & Gamble Co.103.4 189.4-45.4
179162MervynsMervyns102.9 109.9-6.4
180190Dr PepperCadbury Schweppes102.8 99.33.5
181144Robinsons MayFederated Department Stores102.7 122.5-16.2
182216CBC TVCBS Corp.102.4 89.314.7
183244AudiVolkswagen101.4 79.926.9
184266PhilipsPhilips Electronics101.3 74.236.6
185252EmpireEmpire Today101.2 78.528.9
186210Johnson & JohnsonJohnson & Johnson101.2 90.611.7
187240StaplesStaples101.2 80.625.5
188390PrilosecProcter & Gamble Co.100.4 47.0113.9
189126AllegraSanofi-Aventis100.2 137.6-27.2
190149Office DepotOffice Depot100.1 118.9-15.8
191197H&R BlockH&R Block99.4 96.33.2
192255SonicSonic Corp.99.1 77.827.3
193135SwifferProcter & Gamble Co.98.9 129.2-23.4
194177Arby'sTriarc Cos.98.6 103.0-4.3
195270ESPNWalt Disney Co.98.0 73.732.9
196296LendingTreeIAC/InterActiveCorp97.5 69.240.9
197257ITT Technical InstituteITT Educational Services97.5 77.426.0
198152KodakEastman Kodak Co.97.3 116.0-16.2
199174AdvilWyeth97.0 104.3-7.0
200243Liberty Medical SuppliesPolyMedica Corp.96.9 79.921.4
Notes: Dollars are in millions. 2004 rankings represent data compiled in 2006. Measured media from TNS Media Intelligence's Stradegy is based on spending in 18 media: Magazines—consumer magazines, Sunday magazines, local magazines, and business-to-business magazines; newspaper—local and national newspapers; television—network TV, spot TV, syndicated TV and network cable TV; radio—network, national spot and local; Spanish-language media—Spanish-language magazines, newspapers and TV networks. Brands aggregated by Ad Age.