Here is the first-ever ranking of the top 20 advertisers in international magazines, based on ad spending from January to June 1996 (in U.S. millions).
Advertisers Amount spent
Thai International Airlines $7.50
Singapore Airlines $7.34
Tag Heuer Watches $5.40
KLM Royal Dutch Airlines $4.81
Rolex Watches $4.66
Deutsche Telekom $4.29
American Express $4.07
Credit Card Services
AT&T International Long $2.97
Distance Services
Saab $2.95
Philips $2.93
Marlboro Cigarettes $2.84
AIG $2.64
Cathay Pacific Airways $2.44
Citibank NA $2.44
Mitsubishi Passenger Cars $2.37
United Parcel Service $2.21
Omega Watches $2.10
Opel Passenger Cars $2.01
Asea Brown Boveri $2.00
Chase Manhattan Bank $1.85
Source: Competitive Media Reporting
