Methodology for 100 Leading National Advertisers, 2010 edition

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Ad Age on June 21, 2010, published the 55th annual 100 Leading National Advertisers report in print and online.

The Ad Age DataCenter compiled the 100 Leading National Advertisers by starting with the 300 largest national advertisers based on measured 2009 U.S. media spending. Ad Age pared that to 100 after adding in estimated unmeasured spending.

Advertising Age's DataCenter produced Marketer Trees 2010 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's top 100 advertisers.

Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. E-mail: [email protected]


Measured media
Measured media advertising is estimated U.S. spending across 19 media. It consists of 18 media tracked by WPP's Kantar Media in its Stradegy product plus free-standing inserts (FSIs) from Kantar Media's Marx.

Measured media include: Network TV (6 properties): ABC, CBS, CW, Fox, MyNetworkTV, NBC.

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, TelaFutura, TV Azteca.

Spot TV
--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 spending 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): Wall Street Journal, USA Today, New York Times.
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 & Co.).
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.

Unmeasured spending
Unmeasured spending is an Ad Age DataCenter estimate that includes direct marketing, promotion, co-op, coupons, catalogs, product placement, events and unmeasured forms of digital media (such as paid search). Essentially, unmeasured is the difference between a company's measured media (from Kantar Media) 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 (2008). Media spending for those brands or units is folded into or removed from the company for two consecutive years (2008 and 2009). 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--the nation's 200 most-advertised brands--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
Kantar Media
Kantar Media's Marx

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