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Marketers' "Big Four" agencies are hot linked to Agency Family Trees 2012;
click on those links for agency profiles.
Questions? Comments? Updates? Contact us: DataCenter@AdAge.com
This database was last updated June 25, 2012. A more recent edition is here: Marketer Trees 2012 Update.
2011 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.
U.S. advertising spending $2.47 billion
4| U.S. AD SPENDING ($ in thousands) | |||
| By media | 2011 | 2010 | % chg |
| Magazine | $94,768 | $93,170 | 1.7 |
| Sunday magazine | 4,737 | 870 | 444.4 |
| B-to-B magazine | 14,731 | 13,755 | 7.1 |
| Local magazine | 230 | 502 | -54.2 |
| Spanish-language magazine | 312 | 75 | 314.2 |
| Newspaper | 99,830 | 108,720 | -8.2 |
| National newspaper | 21,602 | 23,247 | -7.1 |
| Spanish-language newspaper | 2,073 | 1,546 | 34.1 |
| FSI (freestanding inserts) | 2 | NA | NA |
| Network TV | 241,726 | 220,735 | 9.5 |
| Spot TV | 302,585 | 269,613 | 12.2 |
| Syndicated TV | 47,481 | 35,140 | 35.1 |
| Cable TV networks | 219,719 | 203,938 | 7.7 |
| Spanish-language network TV | 23,283 | 16,326 | 42.6 |
| Network radio | 3,977 | 4,939 | -19.5 |
| National spot radio | 111,596 | 101,649 | 9.8 |
| Local radio | 117,973 | 106,920 | 10.3 |
| Outdoor | 66,888 | 54,066 | 23.7 |
| Internet (display only) | 211,052 | 146,799 | 43.8 |
| Measured media | 1,584,564 | 1,402,012 | 13.0 |
| Unmeasured spending | 880,808 | 754,200 | 16.8 |
| Total | 2,465,372 | 2,156,213 | 14.3 |
| Media spending by megabrand | 2011 | 2010 | % chg |
| Comcast (Universal) movies | 585,913 | 492,193 | 19.0 |
| Xfinity | 348,360 | 227,170 | 53.3 |
| Comcast | 193,609 | 257,029 | -24.7 |
| NBC | 152,073 | 139,482 | 9.0 |
| Comcast (NBCU) videos | 49,895 | 58,088 | -14.1 |
| USA Network | 48,616 | 34,007 | 43.0 |
| Universal Hotels & Resorts | 40,680 | 39,737 | 2.4 |
| MSNBC | 23,365 | 26,766 | -12.7 |
| Universal Studios | 19,239 | 19,444 | -1.0 |
| E! Entertainment TV | 17,931 | 20,917 | -14.3 |
| Telemundo | 14,381 | 7,761 | 85.3 |
| Golf Channel | 13,112 | 10,883 | 20.5 |
| Syfy Channel | 10,789 | 9,689 | 11.4 |
| Style Network | 10,114 | 10,757 | -6.0 |
| SALES & EARNINGS ($ in millions) | |||
| Comcast Corp. (Nasdaq: CMCSA) | |||
| Worldwide | 2011 | 2010 | % chg |
| Sales | $55,852 | $37,937 | 47.2 |
| Earnings | 4,160 | 3,635 | 14.4 |
| Division sales | 2011 | 2010 | % chg |
| Cable Communications | 37,226 | 35,363 | 5.3 |
| NBC Universal Cable Networks | 8,496 | 7,679 | 10.6 |
| Broadcast Television | 6,399 | 6,888 | -7.1 |
| Filmed Entertainment | 4,592 | 4,576 | 0.3 |
| Theme Parks | 1,989 | 1,600 | 24.3 |
| NBCU Headquarters, Other and Eliminations | -352 | -369 | NA |
| Corporate, Other and Eliminations | -689 | -683 | NA |
Advertising Age's DataCenter updated Marketer Trees 2012 in May and June 2012 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's top 100 advertisers.
To find rankings of marketers by medium, selected market share data and other industry analysis, see the 100 Leading National Advertisers 2012 report. For more on how this list was compiled, see Methodology.
For more information on agencies, see Agency Report 2012 and Agency Family Trees 2012.
Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. E-mail: DataCenter@AdAge.com
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