An amended Top 200 Megabrands chart has now been posted online at https://www.adage.com/page.cms?pageId=1149.
Categories among the 200 Megabrands primarily boosted in the new list include financial and retail. Financial grew to $4.22 billion in media, up 27.6%, with the addition of Wachovia, Charles Schwab, Progressive, Bank One, Ameriquest, Washington Mutual, Fidelity and Ameritrade. Retail gained Dillard’s, RadioShack, Fry’s, Walgreen’s, Mervyn’s, Office Depot and Toys ‘R’ Us.
The Top 200 claimed 34.4% of all U.S. media spending of $135.14 billion in 2004. The group generated 60.9% of its spending from TV, at $28.29 billion, 30% from print and 5.1% from Internet.