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DATABASE OF 100 LEADING NATIONAL ADVERTISERS (DECEMBER 2012)
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2011 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people (updated in December 2012).
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Comcast Corp. [This record free to all users]
U.S. advertising spending $2.47 billion
4U.S. AD SPENDING ($ 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
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 (University of Phoenix)
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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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Boehringer Ingelheim
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Bristol-Myers Squibb Co.
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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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Coty
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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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eBay
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Eli Lilly & Co.
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Estee Lauder Cos.
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Expedia
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Fiat (Chrysler Group)
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Ford Motor Co.
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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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Google
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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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Kimberly-Clark Corp.
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Kohl's Corp.
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Kraft Foods Group (spinoff of Kraft Foods Inc.)
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Kraft Foods Inc. (now Mondelez International)
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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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Mattel
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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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Sanofi
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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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Yum Brands
Advertising Age's DataCenter updated Marketer Trees 2012 in November and December 2012 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's 100 largest advertisers.
Collection of data on brands, agency assignments and executives was coordinated by Research Editor Catherine Wolf. Research Assistants Shawna Lent, Rahel F. Rasu, Michael Sandler and Valerie Wojs contributed to this report.
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. Email: DataCenter@AdAge.com
This document (published December 31, 2012), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2012) 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.
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