Measured media advertising is spending in 20 national media: 18 national media monitored by TNS Media Intelligence (found in its Stradegy product), and free-standing inserts from TNS 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, 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.
Acquired or divested brands or units of the Leaders are treated pro forma in this report, as if the deals occurred at the beginning of a company's previous fiscal year. The media spending associated with those brands or units is folded into or removed from a Leader for two consecutive years.
A Leader must own more than 50% of a product or unit for that product or unit's media to be consolidated with the Leader. Joint ventures with 50/50 ownership are treated as stand-alone properties by Ad Age. Sony, for example, is not credited with ad spending for Sony BMG and Sony-Ericsson, two such ventures.
Each Top 100 company is profiled in a PDF file that can be downloaded from AdAge.com at no cost. Profiles include the most recent fiscal-year financial returns, a company's megabrands that generated $10 million-plus in media spending in 2005, corporate contacts and agencies, and breakouts in 19 media.
Staff for this report: kevin brown, r. craig endicott, scott macdonald, mark schumann, maureen morrison, maria raynes, ruth reader, lacy weathersbee, dan lippe and mike ryan