Key brands critical to national media growth

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The Top 100 MegaBrands are media cornerstones.

The group embraced 26% of all national media in 2000-$25.4 billion of $98.7 billion, according to Ad Age's Top 100 MegaBrands report.

In four of the five leading media by ad volume-newspapers, network, spot and cable TV-spending from the Top 100 outpaced that from other advertisers.

Only in magazines did the Top 100 trail other advertisers in growth-3.8% vs. 16.2%-as auto brands in the Top 100 dropped 2% in magazine ad volume. The Top 100's 25 auto megabrands still accounted for 8% of all magazine advertising, down from 9% in '99.

Interpublic Group of Cos.' McCann-Erickson Worldwide and Omnicom Group's BBDO Worldwide claimed the most megabrands (10 each) as lead agency. Omnicom Group agencies captured 33, most of any ad organization; seven (mostly retailers) were handled in-house.

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