Global Marketer Trees 2009

• Read Top 100 global advertisers heap their spending abroad; Spent 62% of budgets outside U.S. last year, and a lot went to China. By Laurel Wentz and Bradley Johnson

• Database expands vertically. Under each tab below, CLICK THE PLUS SIGNS for expanded data. Click here to see Global 100 ranking. Under the Dots tab: Global client agency network assignments.

• Ad Age's premium data are offered only to subscribers of the Ad Age DataCenter. Orange entries for Coca-Cola Co. (in Global 100) and Belgium and Hong Kong (in Top 10 by Country) are viewable samples. For subscription information, go to adage.com/datasub

• Read "About Global Marketers 2009" at the bottom of the page.

Global 100

By Country

Analysis

Sources

Dots

Top 100 marketers by worldwide media spending. Click here to see Global 100 in rank order.

CLICK THE PLUS SIGN TO EXPAND. Top 10 marketers by country in 2008 (U.S.$ in millions) in more than 90 countries and regions. Sources are listed under the country name.

Totals by region and category for the 100, plus GroupM's worldwide media spending estimates

Media measurement companies by country

Global accounts: Multinational agency network assignments

ABOUT GLOBAL MARKETERS 2009
Advertising Age's DataCenter produced the Global Marketers report.

Global marketers that became the Top 100 were collated from media lists from 89 countries (plus breakouts for Hong Kong, Puerto Rico and the Pan Arab region) and provided by monitoring services, primarily Primary sources of data by country include TNS Media Intelligence / Kantar Media; Nielsen Co.; Ibope (Latin America); AGB Nielsen Media Research; Pan Arab Research Center; Steadman Group (East Africa; part of Synovate); Sigma Conseil (North and Western Africa) and Ifat (Israel). (See each country or the source links tab for links.) In some cases, monitoring services are licensees or partners of Nielsen or TNS. Other independent companies also supplied data. . Interpublic's McCann Erickson, Publicis Groupe's Saatchi & Saatchi and WPP's JWT and Mindshare also contributed significantly to the report.

To determine the top advertisers in each country, Ad Age DataCenter started with listings from monitoring services that ranged from as few as 10 advertisers in smaller countries to as many as 500 advertisers in larger countries. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example, ASDA spending in the U.K. is attributed to Walmart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars, for example.)

Media lists per country were by gross ad rates. Advertising Age adjusted some markets' gross media expenditures to reflect a market's global media volume among all countries.

A Top 100 marketer had to have reported media spending this year on at least three continents to qualify as "global" regardless of headquarters.

Because Ad Age treats exchange rates on a historic basis, exchange rate fluctuations increased spending outside the U.S. due to the falling dollar. Europe's 2008 media tallies were affected by a 7.7% increase in the euro versus the dollar. Similar fluctuations affected Asia.

Advertising spending percent changes are based on more statistically accurate data than Ad Age's published spending figures, which are in millions and rounded to one decimal place.

Global 100 figures shown are estimates of media spending. Related content: See Ad Age's 100 Leading National Advertisers, which ranks marketers by total U.S. spending (media spending plus unmeasured spending estimates); see Marketer Trees 2009 database

• Questions? Comments? Updates? Contact us: DataCenter@AdAge.com
• This database was last updated November 30, 2009.
• Global Marketing reports -- 1997 to present are here.

This document (published November 30, 2009), and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2009) 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.