The Ad Age DataCenter compiled the 100 Leading National Advertisers by starting with the 300 largest national advertisers based on measured U.S. media spending. Ad Age pared that to 100 after adding in estimated unmeasured spending.
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100 LEADING NATIONAL ADVERTISERS 2009
Measured media advertising is estimated U.S. spending across 19 media. It consists of 18 media tracked by WPP's TNS Media Intelligence in its Stradegy product plus freestanding inserts tracked by TNS's Marx Promotion Intelligence. Measured media include:
Network TV (6 properties) � ABC, CBS, NBC, Fox, CW, MyTV.
Cable TV (72 properties) - included in this count are four Spanish language cable networks: Galavision, ESPN Desportes, MTV3 and Mun2.
Spanish language network TV (four properties): Univision, Telemundo, Telfutura, TV Azteca.
In the top 101 markets: a total of 636 properties. Of these, 59 are Spanish-language stations.
In the 210 markets: a total of 1,014 properties. Of these, 74 are Spanish-language stations.
Syndication TV (392 programs).
Magazines (236 properties) � includes ad spend in all regional and demographic editions.
Sunday magazines (7 properties).
Local magazines (31 properties).
Hispanic magazines (29 properties).
Business-to-business magazines (470 properties).
Newspapers (148 properties).
National newspapers (3 properties) � NY Times, USA Today, Wall St Journal.
Hispanic newspapers (58 properties).
All measured newspaper data include daily and weekend editions, full-run and part-run ads and FSIs; excluded are classified ads.
Network radio (5 properties).
Local radio (34 markets, provided by Miller Kaplan Arase).
National spot radio (all U.S. markets, provided by sales rep companies).
Outdoor (all U.S. markets, provided by outdoor operators).
Internet (3,003 sites) - display advertising only; search and broadband video not included. TNS in 2009 revised methodology for measuring internet advertising and restated its internet figures for 2008 and 2007.
Unmeasured spending is an Ad Age DataCenter estimate that includes direct marketing, promotion, co-op, coupons, catalogs, product placement, events and unmeasured forms of internet media (such as paid search). Essentially, unmeasured is the difference between a company's measured media (from TNS) and its total ad costs (either reported by the company or estimated by Ad Age). Ad Age weights a company's reported ad costs to reflect a U.S.-only percentage.
Mergers and joint ventures
Brands and companies an LNA buys or divests are treated pro forma in this report as if the deals had occurred at the beginning of the company's previous fiscal year (2007). Media spending for those brands or units is folded into or removed from the company for two consecutive years (2007 and 2008). An LNA must own more than 50% of a product or unit for that product or unit's media to be consolidated with the company.
Ad Age treats joint ventures with 50/50 ownership as stand-alone ventures.
Ad Age determines the top 200 megabrands by aggregating measured spending for all products or services that fall under that brand. For example, Ad Age combines Miller Lite, Miller Genuine Draft and Miller High Life under Miller.
Key data sources
TNS Media Intelligence
TNS's Marx Promotion Intelligence