Advertising Age Data Center
TOP MEGABRAND AD CATEGORIES
Ranked by total measured U.S. advertising spending by the top 200 for the first half of 2006
RANKMEASURED MEDIA SPENDING IN FIRST HALF
20062005CATEGORY20062005% CHG
1 1 Automotive $4,718.5 $5,049.7 -6.6
2 2 Telecommunications 3,374.8 2,643.5 27.7
3 3 Retail 2,808.8 2,642.2 6.3
4 4 Financial services 1,976.7 1,735.0 13.9
5 5 Restaurants 1,788.7 1,655.5 8.0
6 7 Pharmaceuticals 1,539.4 1,090.3 41.2
7 6 Personal care 1,427.9 1,286.1 11.0
8 8 Computers & electronics 1,020.9 1,050.0 -2.8
9 9 Food 962.3 918.3 4.8
10 10 Insurance 899.5 716.4 25.6
11 12 Media & entertainment 623 503.3 23.8
12 11 Soft drinks 518.7 541 -4.1
13 13 Beer 478.3 501 -4.5
14 16 Household products 309.5 234.8 31.8
15 14 Travel 298.7 296.6 0.7
16 15 Internet service providers 205.9 254.7 -19.2
17 18 Shipping 173.7 163.6 6.2
All other 1,609.4 1,415.6 13.7
Notes: Dollars are in millions. 2005 rankings represent data compiled in 2006. Measured media from TNS Media Intelligence's Stradegy. Categories aggregated by Ad Age.

MEGABRAND SPENDING BY MEDIA
Ranked by total measured U.S. advertising spending by the top 200 for the first half of 2005
RANKMEASURED MEDIA SPENDING IN FIRST HALF
20062005MEDIUM20062005%CHG
1 1 Network TV $7,589.9 $6,662.7 13.9
2 2 Cable TV network 3,488.6 3,224.5 8.2
3 4 Consumer magazine 2,855.0 2,690.6 6.1
4 3 Local newspaper 2,484.1 2,832.2 -12.3
5 5 Spot TV 2,445.4 2,252.6 8.6
6 6 Internet 1,650.7 1,314.4 25.6
7 7 Syndicated TV 1,019.6 856.7 19.0
8 8 Spanish-lang. TV nets* 882.5 677 30.4
9 9 Local radio 641.8 663.1 -3.2
10 10 National newspaper** 483 462.2 4.5
11 11 National spot radio 369.7 339.1 9.0
12 12 Outdoor 340 317.9 7.0
13 13 Sunday magazine 285.5 224.1 27.4
14 14 Network radio 148.6 134.2 10.7
15 15 Hispanic newspaper 30.5 26 17.2
16 16 Hispanic magazine*** 14.5 16 -9.6
17 17 Local magazine 5.1 4.3 17.7
Total 24,734.6 22,697.6 9.0
Notes: Dollars are in millions. Data from TNS Media Intelligence. *Univision, TeleFutura and Telemundo. **Includes WSJ, NYT and USA. ***Excludes four PIB publications, which are in consumer magazine totals.

TOP 10 MOVIES
Ranked by total U.S. measured media in the first half of 2006
RANKAD SPENDING
2006MOVIE2006STUDIO/DISTRIBUTOR
1 Cars $47,619 Buena Vista
2 Poseidon 43,334 Warner Bros.
3 Over the Hedge 42,382 DreamWorks Animation SKG
4 Mission: Impossible III 41,043 Paramount
5 The Da Vinci Code 41,023 Sony
6 V for Vendetta 38,175 Warner Bros.
7 Ice Age 2: The Meltdown 36,123 20th Century Fox
8 Firewall 34,000 Warner Bros.
9 Failure to Launch 33,801 Paramount
10 X-Men: The Last Stand 33,562 20th Century Fox
Notes: Dollars in thousands. Media from TNS Media Intelligence's Stradegy. Movies are not ranked among the Top 200 brands because they lack continuity in media spending from year to year.

TOP MOVIE COMPANIES
Ranked by total U.S. measured media in the first half of 2006
RANKFIRST-HALF 2006 MOVIES & DVD AD SPENDING
2006COMPANYTOTALMOVIESDVD*
1 Time Warner $419.7 $342.6 $77.1
2 General Electric Co. 356 299.8 56.2
3 Sony Corp. 346.5 295.3 51.2
4 News Corp. 321 271.7 49.2
5 Walt Disney Co. 311.2 230.2 81
6 Viacom** 215.8 169.3 46.5
7 Lionsgate Entertainment Corp. 77.6 49.5 28.2
8 Weinstein Co. 72.9 71.3 1.6
9 DreamWorks Animation SKG 42.4 42.4 0
Total top 9 2,163.1 1,772.1 391
Notes: Dollars are in millions. Measured media from TNS Media Intelligence's Stradegy. *Includes video. **Viacom includes Paramount and DreamWorks SKG studios.