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.
ABOUT MARKETER TREES 2008
Advertising Age's DataCenter produced Marketer Trees 2008 as an online database application detailing ad spending, brands, agency assignments and executives for the nation's top 100 advertisers.
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METHODOLOGY FOR 100 LEADING NATIONAL ADVERTISERS 2008
Measured media advertising is estimated U.S. spending across 19 media. It consists of 18 media tracked by TNS Media Intelligence in its Stradegy product plus freestanding inserts tracked by TNS's Marx Promotion Intelligence. Measured media include:
TV: network TV (ABC, CBS, CW, Fox, MyNetworkTV, NBC); cable networks (52); spot TV (614 stations, including 44 Spanish stations, in 101 markets); syndicated TV (200-plus programs); Spanish TV networks (Galavision, Telefutura, Telemundo, Univision).
Newspaper: local daily papers (144 in 60 markets); national papers (NYT, USA, WSJ); Spanish papers (56). TNS does not measure or report classified advertising.
Magazine: consumer (222); national Sunday magazines (6); local (29); Spanish language (33); B-to-B (351).
Radio: local (34 markets, from Miller Kaplan Arase); national spot (200-plus markets); networks (5).
Internet (2,600-plus sites; display advertising only, so excludes paid search and broadband video).
Outdoor (200-plus markets).
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 (2006). Media spending for those brands or units is folded into or removed from the company for two consecutive years (2006 and 2007). 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. Sony, for example, is not credited with ad spending for Sony BMG Music Entertainment and Sony Ericsson Mobile Communications, two such 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
Universal McCann's Robert J. Coen