Advertising Age Data Center<
TOP 200 BRANDS
Ranked by total measured U.S. advertising spending for the first half of 2006
RANKMEASURED U.S. AD SPENDING
20062005BRANDPARENT COMPANYTOTAL 2006TOTAL 2005% CHG
1 1 Verizon Verizon Communications 937.7 828.6 13.2
2 2 Cingular AT&T 628.6 698.9 -10.1
3 3 Ford Ford Motor Co. 540.3 498.5 8.4
4 NA AT&T* AT&T 511.5 19.8 NA
5 7 Sprint Sprint Nextel Corp. 496.0 379.7 30.6
6 5 Toyota Toyota Motor Corp. 485.8 434.1 11.9
7 4 Chevrolet General Motors Corp. 443.0 436.8 1.4
8 8 McDonald's McDonald's Corp. 379.5 361.6 5.0
9 9 Dell Dell 336.4 351.4 -4.3
10 10 Home Depot Home Depot 306.9 317.7 -3.4
11 6 Nissan Nissan Motor Co. 298.0 394.5 -24.5
12 12 Honda Honda Motor Co. 296.9 291.0 2.0
13 27 Vonage Vonage Holdings Corp. 293.2 189.2 55.0
14 19 T-Mobile Deutsche Telekom 284.6 231.4 23.0
15 20 Target Target Corp. 279.1 227.8 22.5
16 18 Hyundai Hyundai Corp. 268.2 232.3 15.4
17 25 Lowe's Lowe's Cos. 243.7 205.1 18.8
18 17 Wal-Mart Wal-Mart Stores 233.5 235.6 -0.9
19 23 American Express American Express Co. 229.6 216.4 6.1
20 15 Dodge DaimlerChrysler 229.1 251.4 -8.9
21 16 Macy's Federated Department Stores 225.3 239.9 -6.1
22 32 Geico Berkshire Hathaway 223.9 174.6 28.2
23 35 Visa Visa International 223.8 170.7 31.1
24 30 Coca-Cola Coca-Cola Co. 223.3 181.2 23.2
25 13 Citi Citigroup 220.3 288.7 -23.7
26 21 Budweiser Anheuser-Busch Cos. 208.6 218.9 -4.7
27 33 Kellogg's Kellogg Co. 205.1 174.2 17.8
28 26 Wendy's Wendy's International 199.6 195.7 2.0
29 24 Sears Sears Holdings Corp. 184.4 209.2 -11.8
30 56 Allstate Allstate Corp. 184.4 125.1 47.4
31 37 JC Penney JC Penney Co. 182.7 169.2 8.0
32 14 Chrysler DaimlerChrysler 176.6 256.2 -31.1
33 39 Subway Doctor's Associates 175.5 166.4 5.5
34 28 Olay Procter & Gamble Co. 174.2 184.6 -5.6
35 11 General Motors Corp. General Motors Corp. 170.3 315.7 -46.1
36 42 Kohl's Kohl's Corp. 168.8 155.8 8.4
37 227 Lunesta Sepracor 161.9 41.6 289.1
38 45 GMC General Motors Corp. 156.4 152.8 2.4
39 34 Microsoft Microsoft Corp. 154.7 173.5 -10.9
40 36 L'Oreal L'Oreal 150.7 170.1 -11.4
41 38 State Farm State Farm Mutual Auto Insurance Co. 150.1 169.2 -11.3
42 69 Capital One Capital One Financial Corp. 147.9 111.9 32.1
43 48 Comcast Comcast Corp. 147.2 137.3 7.2
44 22 Hewlett-Packard Hewlett-Packard Co. 144.1 217.6 -33.8
45 51 Clorox Clorox Co. 140.2 133.5 5.1
46 55 Burger King Burger King Holdings 139.9 127.3 9.9
47 29 AOL Time Warner 138.6 181.2 -23.5
48 46 MasterCard MasterCard International 136.5 149.2 -8.5
49 62 Gillette Procter & Gamble Co. 135.5 119.3 13.6
50 58 KFC Yum Brands 134.6 123.4 9.1
51 44 Miller SABMiller 133.8 152.8 -12.4
52 54 Lexus Toyota Motor Corp. 133.0 127.5 4.3
53 64 Kia Kia Motors Corp. 128.9 117.6 9.7
54 68 Taco Bell Yum Brands 125.2 113.9 10.0
55 49 Gatorade PepsiCo 123.8 135.7 -8.8
56 50 Progressive Progressive Corp. 123.7 134.3 -7.9
57 61 DirecTV DirecTV Group 122.2 120.3 1.6
58 52 Best Buy Best Buy Co. 122.0 133.3 -8.5
59 57 Disney Walt Disney Co. 121.9 123.8 -1.5
60 120 Circuit City Circuit City Stores 121.7 71.8 69.4
61 121 Apple Apple Computer 121.1 71.7 68.8
62 95 Crest Procter & Gamble Co. 119.8 89.8 33.4
63 109 Chase JPMorgan Chase & Co. 119.7 78.0 53.5
64 41 Pepsi PepsiCo 119.4 158.2 -24.5
65 47 Volkswagen Volkswagen 119.3 145.7 -18.2
66 73 Pantene Procter & Gamble Co. 116.7 105.9 10.2
67 86 Applebee's Applebee's International 113.8 93.3 22.0
68 149 Ambien Sanofi-Aventis 113.8 56.2 102.5
69 67 Nabisco Altria Group 112.7 114.7 -1.8
70 43 Jeep DaimlerChrysler 112.6 155.1 -27.4
71 82 Mazda Mazda Motor Corp. 112.3 96.8 16.0
72 60 General Mills cereals General Mills 111.9 120.5 -7.2
73 148 TD Ameritrade TD Ameritrade Holding Corp. 111.6 56.4 97.9
74 70 Infiniti Nissan Motor Co. 109.1 107.4 1.6
75 116 Fidelity FMR Corp. 108.4 74.0 46.4
76 74 Netflix Netflix 108.3 102.3 5.9
77 100 Wrigley's William Wrigley Jr. Co. 108.2 82.5 31.2
78 72 Pizza Hut Yum Brands 108.0 106.1 1.7
79 87 Petmed Express Petmed Express 107.8 93.0 15.9
80 71 Acura Honda Motor Co. 106.7 106.3 0.4
81 89 Quaker PepsiCo 104.5 92.2 13.3
82 76 Neutrogena Johnson & Johnson 104.3 102.2 2.1
83 79 Fry's Electronics Fry's Electronics 104.2 100.4 3.8
84 90 Dove Unilever 95.0 90.9 4.5
85 94 H&R Block H&R Block 94.8 90.1 5.2
86 53 Pontiac General Motors Corp. 93.3 129.5 -28.0
87 80 Nexium AstraZeneca 92.5 100.2 -7.7
88 101 Domino's Pizza Domino's Pizza 92.4 81.9 12.8
89 81 Dillard's Dillard's 91.2 98.0 -7.0
90 93 GE General Electric Co. 90.1 90.2 -0.1
91 238 Dish Network EchoStar Communications Corp. 89.7 39.7 125.7
92 65 IBM IBM Corp. 89.6 115.7 -22.5
93 96 Bank of America Bank of America Corp. 89.6 89.8 -0.2
94 170 Charles Schwab Charles Schwab Corp. 89.6 51.8 72.8
95 99 Mercury Ford Motor Co. 89.3 84.1 6.2
96 66 Cadillac General Motors Corp. 88.5 115.5 -23.4
97 102 Walgreens Walgreen Co. 88.3 81.0 9.0
98 123 Aveeno Johnson & Johnson 87.5 70.4 24.3
99 137 FedEx FedEx Corp. 87.3 62.3 40.2
100 83 Tylenol Johnson & Johnson 86.5 96.3 -10.2
101 78 UPS United Parcel Service 86.3 101.3 -14.7
102 162 Monster Monster Worldwide 86.0 54.0 59.3
103 88 Nike Nike 85.9 92.9 -7.5
104 166 U.S. Army U.S. Government 85.7 52.8 62.4
105 168 Campbell's Campbell Soup Co. 85.6 52.2 63.8
106 348 NutriSystem NutriSystem 84.9 24.7 244.1
107 130 Subaru Fuji Heavy Industries 84.5 67.9 24.4
108 124 E-Trade E-Trade Financial Corp. 83.8 70.1 19.5
109 110 Mercedes-Benz DaimlerChrysler 83.5 77.8 7.3
110 113 Rooms To Go Rooms To Go 83.4 74.9 11.4
111 103 Wachovia Wachovia Corp. 83.2 80.1 3.9
112 315 ESPN Walt Disney Co. 83.1 28.7 190.0
113 31 Nextel Sprint Nextel Corp. 82.2 176.2 -53.3
114 129 Purina Nestle 82.1 68.9 19.2
115 114 Advair GlaxoSmithKline 82.1 74.8 9.7
116 153 Crestor AstraZeneca 81.6 55.8 46.3
117 131 Re/Max Re/Max International 80.9 65.9 22.7
118 77 Kraft Altria Group 80.8 101.8 -20.6
119 140 Lincoln Ford Motor Co. 80.8 61.8 30.8
120 115 Kmart Sears Holdings Corp. 80.4 74.3 8.3
121 85 Ingles Sin Barreras Lexicon Marketing Corp. 78.3 93.3 -16.1
122 107 Old Navy Gap 78.1 78.6 -0.6
123 98 Coors Molson Coors Brewing Co. 76.9 85.3 -9.8
124 112 Classmates.com United Online 76.4 75.7 1.0
125 104 Lamisil Novartis 75.7 80.0 -5.4
126 133 BellSouth BellSouth Corp. 75.3 65.7 14.7
127 126 Garnier L'Oreal 74.8 69.8 7.1
128 111 Southwest Airlines Southwest Airlines 73.9 76.9 -3.8
129 105 Washington Mutual Washington Mutual 73.1 80.0 -8.6
130 138 Johnson & Johnson Johnson & Johnson 71.1 62.3 14.2
131 75 Saturn General Motors Corp. 71.1 102.3 -30.5
132 63 Buick General Motors Corp. 69.7 117.7 -40.7
133 134 Maybelline L'Oreal 69.3 65.3 6.0
134 186 Plavix Bristol-Myers Squibb/Sanofi-Aventis 68.6 47.4 44.7
135 106 Nasonex Schering-Plough Corp. 68.4 78.6 -12.9
136 537 Merck Merck & Co. 67.3 12.5 438.1
137 119 PeoplePC EarthLink 67.2 73.5 -8.5
138 97 RadioShack RadioShack Corp. 66.5 87.6 -24.1
139 159 Alltel Alltel Corp. 65.8 54.1 21.5
140 127 Office of National Drug Control U.S. Government 65.3 69.4 -5.9
141 91 Vytorin Merck & Co/Schering-Plough Corp. 65.1 90.8 -28.3
142 174 GlaxoSmithKline GlaxoSmithKline 64.2 51.0 25.8
143 146 Hallmark Hallmark Cards 63.3 57.1 10.8
144 172 Revlon MacAndrews & Forbes Holdings 62.9 51.7 21.6
145 158 Hummer General Motors Corp. 62.7 54.4 15.3
146 570 Esurance White Mountains Insurance Group 62.3 11.1 460.2
147 143 Sony Sony Corp. 61.9 58.7 5.4
148 284 Lipitor Pfizer 61.9 33.2 86.4
149 2048 Zetia Merck & Co. 61.8 0.0 NA
150 139 Carnival Carnival Corp. 61.7 62.0 -0.5
151 799 Boniva GlaxoSmithKline/Roche Holdings 61.5 5.1 NA
152 183 Bowflex Nautilus 61.2 48.2 27.0
153 142 Claritin Schering-Plough Corp. 60.6 60.0 1.0
154 152 Bose Bose Corp. 60.4 55.9 8.0
155 320 Swiffer Procter & Gamble Co. 59.1 28.1 110.6
156 209 Heineken Heineken 58.9 43.9 34.2
157 163 Time Warner Time Warner 58.9 53.5 10.1
158 217 LendingTree IAC/InterActiveCorp 58.8 42.7 37.7
159 194 Singulair Merck & Co. 58.6 46.3 26.6
160 224 Staples Staples 58.4 41.8 39.9
161 309 Victoria's Secret Limited Brands 58.3 29.1 100.2
162 195 Listerine Pfizer 58.2 46.1 26.2
163 182 Office Depot Office Depot 58.1 48.5 19.7
164 251 CVS CVS Corp. 57.3 37.5 53.0
165 128 Expedia Expedia 56.9 69.1 -17.7
166 136 University of Phoenix Apollo Group 56.9 63.5 -10.4
167 117 BMW BMW 56.0 73.7 -24.0
168 258 Febreze Procter & Gamble Co. 55.8 36.2 54.3
169 147 Olive Garden Darden Restaurants 55.4 56.5 -2.0
170 184 Chili's Brinker International 55.3 48.2 14.7
171 250 Blue Cross Blue Shield Blue Cross & Blue Shield Assn. 55.0 37.6 46.5
172 240 Cover Girl Procter & Gamble Co. 54.8 39.3 39.4
173 255 Tide Procter & Gamble Co. 54.4 37.1 46.6
174 160 Coldwell Banker Realogy Corp. 54.0 54.1 -0.1
175 245 EBay EBay 53.6 38.4 39.6
176 155 Red Lobster Darden Restaurants 53.4 55.1 -3.2
177 422 Almay MacAndrews & Forbes Holdings 53.2 18.4 188.2
178 200 T. Rowe Price T. Rowe Price Group 53.2 45.2 17.7
179 210 Travelocity Sabre 53.1 43.7 21.7
180 203 Royal Caribbean Royal Caribbean International 53.0 44.9 18.0
181 236 Scottrade Scottrade 53.0 40.1 32.3
182 176 Valtrex GlaxoSmithKline 53.0 50.2 5.4
183 211 Sonic Sonic Corp. 52.9 43.6 21.2
184 778 Lenovo Lenovo Group 52.8 5.5 867.1
185 229 TGI Friday's Carlson Cos. 52.5 41.3 27.1
186 198 Suzuki Suzuki Motor Co. 52.5 45.3 15.8
187 206 Empire Today Empire Today 52.4 44.5 17.8
188 132 Dr Pepper Cadbury Schweppes 52.2 65.9 -20.7
189 164 Zyrtec Pfizer 52.2 53.0 -1.4
190 151 Wellbutrin GlaxoSmithKline 52.0 56.0 -7.1
191 150 Hershey's Hershey Co. 51.6 56.1 -8.0
192 192 ITT Technical Institute ITT Educational Services 51.3 46.7 9.9
193 177 AARP AARP 51.3 50.1 2.3
194 197 M&Ms Mars Inc. 51.1 46.0 11.0
195 307 Nationwide Nationwide Mutual Insurance Co. 50.9 29.8 71.0
196 108 Post Altria Group 50.8 78.0 -35.0
197 231 Dunkin' Donuts Dunkin' Brands 50.7 41.1 23.3
198 1188 Cymbalta Eli Lilly & Co. 50.1 1.4 NA
199 154 Sylvan Learning Systems Sylvan Learning Systems 50.1 55.2 -9.3
200 274 AIG American International Group 49.2 34.7 41.9
Notes: Dollars are in millions. 2005 rankings represent data compiled in 2006. Measured media from TNS Media Intelligence's Stradegy. Brands aggregated by Ad Age. *AT&T in 2006 is largely a rebranded SBC. Measured media from TNS Media Intelligence's Stradegy is based on spending in 17 media. Magazines -- consumer magazines, Sunday magazines, local magazines; internet; newspaper -- local and national newspapers; television -- network TV, spot TV, syndicated TV and network cable TV; radio -- network, national spot and local; outdoor, and Spanish-language media -- Spanish-language magazines, newspapers and TV networks.