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The 100 Leading National Advertisers were selected from the 229 largest advertisers by measured U.S. media spending in calendar 1995. Estimates of unmeasured advertising are made and the group is ranked based on the total of measured and unmeasured spending.

Media advertising refers to ad spending in 11 national consumer media tracked by Competitive Media Reporting, a unit of VNU. This year, Yellow Pages data were supplied by the Yellow Pages Publishers Association, adding a 12th measured medium. Tabular rankings of top spenders in each of the 12 are found throughout this report.

Media breakouts labeled "U.S. AD SPENDING" at the beginning of each company profile (beginning on Page S-30) are from CMR.

Measured media

Newspaper: CMR's LNA measures ad space in 129 newspapers in 50 of the nation's top markets. National newspaper spending refers to The Wall Street Journal and USA Today.

Magazines and Sunday magazines: Publishers Information Bureau measures paid advertising in 213 consumer magazines and four Sunday-distributed magazines.

Outdoor: Outdoor data include revenues in more than 200 plant-operator markets.

Network TV: CMR network TV totals are from CMR's MediaWatch, which counts every broadcast minute on ABC, CBS, NBC, Fox, WB and UPN TV networks.

Spot TV: MediaWatch daily monitors spot TV on major stations in the top 75 markets.

Syndicated TV: CMR's syndicated TV tallies are based on program rates supplied by agencies and satellite-distributed syndication.

Cable TV networks: MediaWatch monitors 25 cable networks: A&E, BET, CNN, CNBC, Comedy Central, Country Music TV, Discovery, E!, ESPN, ESPN2, Family Channel, fX, Headline News, Lifetime, MTV, Sci-Fi, TNN, Nickelodeon, TBS, TNT, Cartoon Network, The Learning Channel, The Weather Channel, USA and VH1.

Network radio: MediaWatch monitors 13 radio networks broadcast by three companies.

Spot radio: National Spot Radio gathers data from 3,225 stations in 200 markets. Dollar figures are based on reporting from station reps.

Yellow Pages: Top 25 Yellow Pages advertisers came from Yellow Pages Publishers Association.

Unmeasured spending

Unmeasured figures are Ad Age estimates and include direct mail, promotion, co-op, couponing, catalogs, business and farm publications and special events, to name a few. Corporate annual reports, Form 10-Ks and company sources help compute this number. Unmeasured includes only U.S. spending.


Media spending by top brands presented in tabular form at the top of each company profile is CMR data. Brands must have spending greater than $10 million in calendar '95 to be listed.

Advertising Age also moved measured and unmeasured spending for brands and/or companies into Top 100 advertisers when acquisitions occurred by the closing of this report.

Corporate sales and earnings: Financial returns of the Top 100 are for the latest available fiscal year. Returns from private companies were estimated when possible.

Market share: In the category stories preceding the company profiles, tables ranking brands by share of market list sources in footnotes. Data from Information Resources Inc. are three-outlet numbers-drugstores, mass merchandisers and supermarkets with annual sales greater than $2 million. Data in IRI-supplied categories include retail dollars for total market and for the top 10 brands, the latter pulled at the brand-extension level.M

Staff for this report:

Kevin Brown, Larry Edwards, R. Craig Endicott, Sasha Emmons, Kevin Rasmussen, Mike Ryan, Sandhya Singh, Susen Taras, Christian van Buskirk.

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