The 100 leading National Advertisers are selected from the 250 largest national advertisers based on measured U.S. media spending in 2002. That group is pared to 100 after unmeasured expenditure estimates are added.
Measured media advertising is ad spending in 14 national consumer media monitored by TNS Media Intelligence/CMR and Yellow Pages from Yellow Pages Integrated Media Association.
Measured Media: TNSMI/CMR measures ads in 140-plus newspapers in 60 of the nation's top markets and monitors space in national newspapers The Wall Street Journal, USA Today and The New York Times. PIB/TNSMI/CMR Magazines measures ads in the 230-plus consumer magazines and Sunday magazines. TNSMI/CMR data include revenue in more than 300 outdoor plant operator markets, and revenue generated by network TV spots on ABC, CBS, NBC, Fox, WB, UPN and Pax TV, and spot TV on 575-plus stations in the top 100 U.S. markets. TNSMI/CMR tracks spending on more than 180 syndicated TV programs per month , 37 cable TV networks and four radio networks and spot radio spending from 4,000 stations in more than 225 markets. TNSMI/CMR tracks advertising on 2,500 Internet Web sites.
Unmeasured spending is an AA estimate and includes direct mail, sales promotion, co-op spending, couponing, catalogs, business and farm publications and special events. Unmeasured is the difference between a company's reported or estimated ad costs and its measured media.
A company's reported ad costs, typically worldwide, are found generally in public documents and are weighted by Ad Age to reflect a U.S.-only percentage. Unmeasured for private companies is modeled to the unmeasured ratios of their publicly-held direct competitors.
Each top 100 company is profiled in a PDF file that can be downloaded from AdAge.com QwikFIND aao76f. Profiles include the most recent fiscal-year financial returns, a company's megabrands that generated $10 million-plus in media advertising in 2002, 13-media breakouts for the company's ad spending, corporate contacts, leading marketing personnel by division on which contact information is provided, the brands those executives cover, agencies and account personnel on major brands.