U.S. AD SPENDING ($ in thousands)
By media	2008	2007	% chg
Magazine	$73,022	$58,055	25.8
Sunday magazine	2,282	NA	NA
B-to-B magazine	1,928	1,720	12.1
Local magazine	313	84	272.6
Spanish-language magazine	587	186	215.6
Newspaper	3,489	2,279	53.1
National newspaper	3,796	4,289	-11.5
Spanish-language newspaper	411	398	3.3
FSI (freestanding inserts)	6,015	5,138	17.1
Network TV	218,651	184,363	18.6
Spot TV	6,287	3,453	82.1
Syndicated TV	6,408	4,947	29.5
Cable TV networks	27,666	38,010	-27.2
Spanish-language network TV	21,089	24,602	-14.3
Network radio	1,343	1,250	7.4
National spot radio	167	119	40.3
Local radio	30,168	24,898	21.2
Outdoor	30,304	27,588	9.8
Internet (display only)	8,004	14,554	-45.0
Measured media	441,930	395,933	11.6
Unmeasured spending	310,197	330,421	-6.1
Total	752,127	726,354	3.5
Media spending by megabrand	2008	2007	% chg
Coca-Cola	253,515	278,658	-9.0
Glaceau	68,366	36,133	89.2
Minute Maid	34,432	26,009	32.4
Simply	23,195	13,998	65.7
Powerade	16,543	11,617	42.4
Sprite	16,350	12,505	30.7
Fuze	11,215	767	1362.2
SALES & EARNINGS ($ in millions)
Coca-Cola Co. (NYSE: KO)
Worldwide	2008	2007	% chg
Sales	$31,944	$28,857	10.7
Earnings	5,807	5,981	-2.9
Geographic sales	2008	2007	% chg
Bottling Investments	8,731	7,570	15.3
U.S.	8,014	7,556	6.1
Europe	4,785	4,447	7.6
Pacific	4,358	3,997	9.0
Latin America	3,623	3,069	18.1
Eurasia & Africa	2,135	1,941	10.0
Rest of North America	191	205	-6.8
Corporate	107	72	48.6
Division sales	2008	2007	% chg
Coca-Cola Co.	28,857	5,807	396.9

Sources: Measured media from TNS Media Intelligence. FSIs from TNS's Marx Promotion Intelligence. Unmeasured spending estimates from Ad Age DataCenter. Sales and earnings from public documents. See methodology.

Headquarters
Coca-Cola Co./1 Coca-Cola Plaza, Atlanta, Ga. 30313/Phone: (404) 676-2121.

Website
http://coca-cola.com


Fast facts
Coca-Cola Co. bills itself as the world’s largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups. Coca-Cola owns or licenses nearly 500 brands, including diet and light beverages,waters, enhanced waters, juices and juice drinks, teas and coffees, and energy and sports drinks. In its 10-K for year-end 2008, Coca-Cola said: “Of the approximately 54 billion beverage servings of all types consumed worldwide every day, beverages bearing trademarks owned by or licensed to us account for approximately 1.6 billion.”

President-COO Muhtar Kent in December 2007 was named president-CEO effective July 1, 2008; Chairman-CEO E. Neville Isdell relinquished the CEO post but remained as chairman till April 2009, when Kent added the chairman’s post.

Coca-Cola in July 2007 hired Joseph V. Tripodi as chief marketing and commercial officer. He took over marketing duties formerly handled by Mary Minnick, who left in February 2007 as exec VP-president of marketing, strategy and innovation. Minnick had been in the running for the company’s president-COO post but was passed over in December 2006 when the company named Muhtar Kent to that post.

Tripodi joined Coca-Cola from Allstate Insurance Co., where he was senior VP-CMO. Before joining Allstate in November 2003, he was CMO at Bank of New York. He earlier served as CMO for Seagram Spirits & Wine Group (1999-2002) and exec VP-global marketing, products and services for MasterCard International (1989-1998).

Coca-Cola in June 2007 paid $4.1 billion for Energy Brands, also known as Glaceau, the marketer of “enhanced” water brands including Vitaminwater, Fruitwater and Smartwater.

Coca-Cola in first-quarter 2007 bought Fuze Beverage, a U.S.-based marketer of Fuze enhanced juices and teas, and Leao Junior, a Brazilian herbal beverage company.

Coca-Cola in February 2008 bought 40% of premium tea marketer Honest Tea with an option to buy the rest after three years.

Coca-Cola was founded in 1886.

http://coca-cola.com