Big In Print
DataCenter
DATABASE OF 100 LEADING NATIONAL ADVERTISERS (DECEMBER 2011)
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2010 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.
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Comcast Corp. [This record free to all users]
U.S. advertising spending $1.85 billion
14U.S. AD SPENDING ($ in thousands) By media 2010 2009 % chg Magazine $93,129 $89,170 4.4 Sunday magazine 763 1,796 -57.5 B-to-B magazine 12,837 17,539 -26.8 Local magazine 497 337 47.2 Spanish-language magazine 70 161 -56.6 Newspaper 107,033 139,942 -23.5 National newspaper 23,247 28,011 -17.0 Spanish-language newspaper 1,546 2,000 -22.7 FSI (freestanding inserts) NA 7 NA Network TV 197,834 240,430 -17.7 Spot TV 265,125 218,428 21.4 Syndicated TV 32,322 35,159 -8.1 Cable TV networks 197,223 199,136 -1.0 Spanish-language network TV 16,222 15,405 5.3 Network radio 4,939 2,920 69.1 National spot radio 101,378 72,949 39.0 Local radio 105,625 94,066 12.3 Outdoor 53,922 43,728 23.3 Internet (display only) 165,135 108,456 52.3 Measured media 1,378,847 1,309,639 5.3 Unmeasured spending 473,687 472,408 0.3 Total 1,852,533 1,782,047 4.0 Media spending by megabrand 2010 2009 % chg Universal Studios movies 460,586 446,098 3.2 Comcast 252,517 430,789 -41.4 Xfinity 235,966 0 NA NBC 140,543 95,696 46.9 NBCU videos 58,163 72,488 -19.8 Focus Features movies 53,642 100,182 -46.5 USA Network 34,130 34,215 -0.3 MSNBC 27,948 5,023 456.4 E! Entertainment TV 20,897 27,921 -25.2 Style Network 10,761 7,853 37.0 Bravo 10,697 15,879 -32.6 SALES & EARNINGS ($ in millions) Comcast Corp. (Nasdaq: CMCSA) Worldwide 2010 2009 % chg Sales $37,937 $35,756 6.1 Earnings 3,635 3,638 -0.1 Division sales 2010 2009 % chg Cable 35,762 33,867 5.6 NBC Universal 16,590 15,085 10.0 Programming 1,674 1,496 11.9 Corporate & other 883 739 19.5 Eliminations -382 -346 NA
Sources: Measured media from Kantar Media. Unmeasured spending estimates from Ad Age DataCenter. Sales and earnings from public documents. See methodology.
Headquarters
Comcast Corp./1 Comcast Ctr., Philadelphia, Pa. 19103/Phone: (215) 286-1700.
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Abbott Laboratories
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Allstate Corp.
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Amazon
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American Express Co.
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Anheuser-Busch InBev
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Apollo Group
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Apple
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AstraZeneca
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AT&T
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Bank of America Corp.
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Bayer
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Berkshire Hathaway
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Best Buy Co.
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Bristol-Myers Squibb Co.
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Burger King Holdings
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Campbell Soup Co.
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Capital One Financial Corp.
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Citigroup
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Clorox Co.
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Coca-Cola Co.
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Colgate-Palmolive Co.
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Coty
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CVS Caremark Corp.
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Daimler
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Dell
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Deutsche Telekom
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Diageo
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DirecTV
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Discover Financial Services
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Dish Network Corp.
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Doctor's Associates (Subway)
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Dr Pepper Snapple Group
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Eli Lilly & Co.
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Estee Lauder Cos.
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Fiat (Chrysler Group)
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Ford Motor Co.
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Fortune Brands (pre-breakup)
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Fry's Electronics
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Gap Inc.
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General Mills
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General Motors Co.
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GlaxoSmithKline
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Hershey Co.
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Hewlett-Packard Co.
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Home Depot
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Honda Motor Co.
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Hyundai Motor Co.
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IBM Corp.
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J.C. Penney Co.
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Johnson & Johnson
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JPMorgan Chase & Co.
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Kellogg Co.
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Kia Motors Corp.
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Kohl's Corp.
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Kraft Foods
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Kroger Co.
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L'Oreal
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Limited Brands
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Lowe's Cos.
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LVMH Moet Hennessy Louis Vuitton
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Macy's
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Mars Inc.
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McDonald's Corp.
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Merck & Co.
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Microsoft Corp.
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Nestle
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News Corp.
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Nike
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Nissan Motor Co.
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Novartis
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PepsiCo
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Pfizer
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Procter & Gamble Co.
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Progressive Corp.
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Reckitt Benckiser
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SABMiller (MillerCoors)
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Safeway
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Samsung Electronics Co.
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SC Johnson
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Sears Holdings Corp.
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Sony Corp.
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Sprint Nextel Corp.
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State Farm Mutual Auto Insurance Co.
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Target Corp.
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Time Warner
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Time Warner Cable
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Toyota Motor Corp.
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U.S. Government
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Unilever
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Verizon Communications
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Viacom
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Visa
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Volkswagen
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Walgreen Co.
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Walmart Stores
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Walt Disney Co.
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Wells Fargo & Co.
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Wendy's Co. (formerly Wendy's/Arby's Group)
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Yum Brands
Advertising Age's DataCenter updated Marketer Trees 2011 in November and December 2011 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's top 100 advertisers.
Collection of data on brands, agency assignments and executives was coordinated by Research Editor Keri Lynch.
To find rankings of marketers by medium, selected market share data and other industry analysis, see the 100 Leading National Advertisers 2011 report. For more on how this list was compiled, see Methodology.
For more information on agencies, see Agency Report 2011. and Agency Family Trees 2011.
Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. E-mail: DataCenter@AdAge.com
This document (published December 19, 2011), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2011) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without the prior written consent of The Ad Age Group.
