Methodology for 100 Leading National Advertisers, 2013 edition

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Advertising Age on June 24, 2012, published the 58th annual 100 Leading National Advertisers report in print and online. Ad Age started the LNA report in 1956.

The Ad Age DataCenter compiled the 100 Leading National Advertisers by starting with the 300 largest national advertisers based on 2012 U.S. measured-media spending. Ad Age pared that to 100 after adding in estimated unmeasured spending.

Advertising Age's DataCenter produced Marketer Trees 2013 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's 100 biggest advertisers. Ad Age DataCenter contacted the top 100 advertisers and their agencies in May and June 2013 to confirm and update information on executives and agency assignments.

Send your ideas to improve the Marketer Trees. Update us on agency assignments and executives. Report database errors. Email: [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).

Measured media include:
Network TV: five properties (ABC, CBS, CW, Fox, NBC).
Cable TV: 77 properties. Included in this count are four Spanish-language cable networks (Galavision, ESPN Desportes, MTV3, Mun2).
Spanish-language network TV: four properties (Univision, Telemundo, Unimas, TV Azteca).

Spot TV
Top 125 designated market areas: 751 properties. Included in this count are 77 Spanish-language stations.
All 210 designated market areas: 1,022 properties. Included in this count are 79 Spanish-language stations.

Syndicated TV: 387 programs.

Magazines: 209 properties. Includes ad spending in all regional and demographic editions.
Sunday magazines: eight properties.
Local magazines: 31 properties.
Hispanic magazines: 18 properties.
Business-to-business magazines: 381 properties.

Newspapers: 134 properties.
National newspapers: three properties (New York Times, USA Today, Wall Street Journal).
Hispanic newspapers: 48 properties.
All measured newspaper data include daily and weekend editions, full-run and part-run ads and free-standing inserts; classified ads are excluded.

Network radio: five properties.
Local radio: 36 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 sales companies.

Internet: 3,627 sites. Internet expenditures reflect display advertising only. Paid search, video and other forms of internet advertising are not included.

Unmeasured spending
Unmeasured spending figures are Ad Age DataCenter estimates that include direct marketing, promotion, co-op, coupons, catalogs, product placement, events and unmeasured forms of digital media (such as paid search and video).

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 worldwide ad costs to reflect a U.S.-only percentage.

Ad Age DataCenter accounts for cooperative advertising allowances that product marketers give to retailers, adding co-op money to retailers' estimated net--that is , out of pocket--ad costs so as to rank retailers based on estimated gross ad costs (including co-op).

Mergers and joint ventures
Brands and companies that a Leading National Advertiser had (as of June 2013) bought or divested are treated pro forma in this report as if completed deals had occurred at the beginning of the company's previous fiscal year (2011). Media spending for those brands or units is folded into or removed from the company for two consecutive years (2011 and 2012).

A Leading National Advertiser must own more than 50% of a product or unit for that product or unit's media to be consolidated with the company in this report.

Ad Age treats joint ventures with 50/50 ownership as stand-alone ventures.

Ad Age determines the 200 largest U.S. megabrands--the nation's 200 most-advertised brands--by aggregating measured-media 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 MillerCoors' Miller megabrand.

Category totals
In a table on Page 22 of Ad Age's 100 Leading National Advertisers print-edition report (June 24, 2013), categories are aggregated by Ad Age DataCenter.

Ad Age aggregated Kantar Media category classifications as follows (not comprehensively): Airlines, hotels, car rental and travel: includes cruise ship travel. Apparel: ready-to-wear, underclothing and hosiery, jewelry, accessories, footwear. Automotive: manufacturers and dealerships. Direct-response advertising: direct-response advertising in all classifications. Financial services: includes banks and credit cards. Food, beverages and candy: beverages, confectionery and snacks, dairy, produce, meat and bakery goods, prepared foods, ingredients, mixes and seasonings. General services: apparel services, business services, beauty shops, doctors, nurses, chiropractors, dentists, hospitals, clinics and medical centers, legal services, rental services, dating services, spectator sporting events, exterminators, electric and water companies. Home furnishings, appliances and electronics: household furnishings and accessories, building materials, equipment and fixtures, appliances, electronics. Home supplies and cleaners: household soaps, cleansers and polishes, laundry soaps, foils, wraps, paper products. Medicines and remedies: pharmaceutical firms, medicines and proprietary remedies, fitness, eyeglasses, medical equipment. Miscellaneous: aviation (excluding freight), employment recruitment, agriculture, lawn and garden, industrial, luggage, cameras, film. Movies, recorded video and music: DVDs. Personal care: cosmetics and beauty aids, personal hygiene, hair products, toiletries, hygienic goods and skin care. Retail: discount department and variety stores, department stores, retail, shopping centers and catalog showrooms. Telecom, internet services and ISP: telephone companies (wireless, local, long distance), internet services providers, web designers, communications networks, telephone equipment and offline internet support.

Key data sources
WPP's Kantar Media
Publicis Groupe 's ZenithOptimedia
Securities and Exchange Commission

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