ABOUT GLOBAL MARKETERS 2010
Advertising Age's DataCenter produced the Global Marketers report.

Global marketers that became the Top 100 were collated from media lists from 93 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region) and provided by monitoring services. Primary sources of data by country include Kantar Media (formerly TNS); Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Synovate (East Africa); Sigma Conseil (North and Western Africa) and Ifat (Israel). (See each country or the source links tab for links.) In some cases, monitoring services are licensees or partners of Nielsen or Kantar. Other independent companies also supplied data. Interpublic's McCann Erickson and UM, Publicis Groupe's Saatchi & Saatchi and WPP's JWT and Mindshare contributed significantly to the report.

To determine the top advertisers in each country, Ad Age DataCenter started with listings from monitoring services that ranged from as few as five advertisers in smaller countries to as many as 500 advertisers in larger countries. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example, Asda spending in the U.K. is attributed to Walmart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars, for example.)

Ad Age DataCenter determined the Global 100 by combining media-spending data from 93 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region), using data contributed by media-tracking services. To qualify as "global," a marketer had to have reported media spending in at least three major regions.

Several major U.S. companies�including Verizon Communications and AT&T, which spent in the range of $2 billion on 2009 measured media�didn't make the list because their spending was almost entirely in the U.S.

Media lists per country were by gross ad rates (unless otherwise noted). Advertising Age adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

A Top 100 marketer had to have reported media spending in at least three of these major regions--U.S. and Canada; Latin America; Europe, Middle East, Africa; Asia and Pacific--to qualify as "global" regardless of headquarters.

Because Ad Age treats exchange rates on a historic basis, exchange rate fluctuations may decrease spending outside the U.S. due to the dollar's rise in 2009 versus 2008.

Advertising spending percent changes are based on more statistically accurate data than Ad Age's published spending figures, which are in millions and rounded to one decimal place.

Global 100 figures shown are estimates of media spending. Related content: See Ad Age's 100 Leading National Advertisers, which ranks marketers by total U.S. spending (media spending plus unmeasured spending estimates); see Marketer Trees 2010 database

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