2012 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people (updated in June 2013).
U.S. advertising spending $1.19 billion
29| U.S. AD SPENDING ($ in thousands) | |||
| By media | 2012 | 2011 | % chg |
| Magazine | $29,674 | $38,243 | -22.4 |
| Sunday magazine | 172 | 806 | -78.6 |
| B-to-B magazine | 7,458 | 9,223 | -19.1 |
| Local magazine | 53 | 74 | -28.5 |
| Spanish-language magazine | 198 | NA | NA |
| Newspaper | 53,861 | 51,366 | 4.9 |
| National newspaper | 22,199 | 98,355 | -77.4 |
| Spanish-language newspaper | 359 | 304 | 18.2 |
| FSI (freestanding inserts) | 1,275 | 8,938 | -85.7 |
| Network TV | 175,129 | 170,621 | 2.6 |
| Spot TV | 10,794 | 16,611 | -35.0 |
| Syndicated TV | 10,805 | 12,738 | -15.2 |
| Cable TV networks | 127,969 | 173,400 | -26.2 |
| Spanish-language network TV | 11,579 | 19,649 | -41.1 |
| Network radio | 2,969 | 3,460 | -14.2 |
| National spot radio | 25,201 | 32,506 | -22.5 |
| Local radio | 39,377 | 46,187 | -14.7 |
| Outdoor | 33,623 | 37,337 | -9.9 |
| Internet (display only) | 30,869 | 69,974 | -55.9 |
| Measured media | 583,565 | 789,793 | -26.1 |
| Unmeasured spending | 605,066 | 578,532 | 4.6 |
| Total | 1,188,632 | 1,368,326 | -13.1 |
| Media spending by megabrand | 2012 | 2011 | % chg |
| Twentieth Century Fox Film | 302,451 | 309,096 | -2.1 |
| Fox | 162,590 | 158,602 | 2.5 |
| Fox Searchlight Pictures | 53,693 | 60,001 | -10.5 |
| DVDs and videos | 51,379 | 68,738 | -25.3 |
| FX | 24,093 | 23,422 | 2.9 |
| National Geographic Channel | 21,210 | 10,451 | 103.0 |
| TV stations | 10,320 | 12,239 | -15.7 |
| SALES & EARNINGS ($ in millions; for fiscal year ended 6/30/2012 and comparable prior year) | |||
| 21st Century Fox (Nasdaq: FOX) | |||
| Worldwide | 2012 | 2011 | % chg |
| Sales | $25,052 | $24,310 | 3.1 |
| Geographic sales | 2012 | 2011 | % chg |
| U.S. | 14,800 | 14,400 | 2.8 |
| Rest of world | 10,252 | 9,910 | 3.5 |
| Division sales | 2012 | 2011 | % chg |
| Cable Network Programming | 9,132 | 8,037 | 13.6 |
| Filmed Entertainment | 7,302 | 6,899 | 5.8 |
| Television | 4,734 | 4,778 | -0.9 |
| Direct Broadcast Satellite Television | 3,672 | 3,761 | -2.4 |
| Other/reconciliation | 212 | 835 | -74.6 |
Advertising Age's DataCenter produced Marketer Trees 2013 in June 2013 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's 100 largest advertisers.
Research editors Catherine Wolf and Shawna Lent coordinated collection of data on brands, agency assignments and executives. Research assistants Amanda Murphy, Katie Robinson, Rachael Turski 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 2013 report. For more on how this list was compiled, see Methodology.
For more information on agencies, see Agency Report 2013. and Agency Family Trees 2013.
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 June 24, 2013), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (Copyright 2013) 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.
