Measured media advertising is spending in 19 national media: 17 national media monitored by TNS Media Intelligence (found in its Stradegy product), free-standing inserts from TNS's Marx Promotion Intelligence and Yellow Pages from Yellow Pages Association.
Unmeasured spending: Unmeasured is an Advertising Age estimate and includes direct mail, sales promotion, co-op spending, couponing, catalogs, business and farm publications, and special events, to name a few. Essentially, unmeasured is the difference between a company's measured media and its ad costs, either reported or estimated by Ad Age . A company's reported ad costs are weighted by Ad Age to reflect a U.S.-only percentage.
Each top 100 company is profiled in a PDF file that can be downloaded from AdAge.com QwikFIND aaq65k. Profiles include the most recent fiscal-year financial returns, a company's megabrands that generated $10 million-plus in media spending in 2004, corporate contacts and agencies, and the 19 media breakouts. The media breakouts for the first time include free-standing inserts.
Staff for this report: Kevin Brown, R. Craig Endicott, Scott MacDonald, Mark Schumann, Jennie Sierra, Gina E. Brown, Jeff Fleischer, Katie Jacobson, Maureen Morrison, Mike Ryan and Dan Lippe.