CHICAGO (AdAge.com) -- The world's media marketers are getting hotter, setting the stage for the Top 100 global marketers to crack the $100 billion level this year.
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The Top 100, an elite group of marketers that drive just over a quarter of the world's total media and that spend those dollars on three continents or more, notched $93.94 billion in worldwide media in 2004, according to Advertising Age's 19th annual Global Marketing report.
That tally represented growth of 12.1% and the highest vista for the top marketers since their 2.6% decline through year 2001.
Procter & Gamble Co. roared to a worldwide media total of $7.92 billion in '04, up 17.6%, more than doubling the expenditures of the group's runner-up General Motors Corp. at $3.92 billion. GM in the process switched places with No. 3 Unilever at $3.46 billion, up 2%. The list stretches to No. 100, Tokyo-based Shiseido Co. at $257 million.
How Top 100 were determined
The marketers who ultimately became the Top 100 were collated from media lists from the 76 countries. Media totals per country were by gross ad rates. Advertising Age adjusted each market's gross media media expenditures to reflect that market's global media volume ranking from ZenithOptimedia. A Top 100 marketer had to have media spending on at least three continents to qualify as "global." Twenty-two marketers had spending above the eventual No. 100 Shiseido, but lacked the "global" requirement.