Copyright © 1992-2018

TOP 200 MEGABRANDS
Ranked by total measured U.S. media in 2005
RANK				MEASURED MEDIA SPENDING IN FIRST HALF
2005	2004	MEGABRAND	PARENT COMPANY	TOTAL 2005	TOTAL 2004	% CHG
1	1	Verizon	Verizon Communications	$1,715.2	$1,614.5	6.2
2	3	Cingular	AT&T	1,314.3	911.3	44.2
3	6	Sprint	Sprint Nextel Corp.	995.0	893.3	11.4
4	2	Ford	Ford Motor Co.	984.6	954.4	3.2
5	5	Chevrolet	General Motors Corp.	876.6	908.1	-3.5
6	4	Nissan	Nissan Motor Co.	813.7	910.2	-10.6
7	11	Dell	Dell	776.3	630.4	23.1
8	8	Toyota	Toyota Motor Corp.	766.9	797.5	-3.8
9	10	McDonald's	McDonald's Corp.	742.3	678.2	9.5
10	15	Honda	Honda Motor Co.	637.1	567.9	12.2
11	17	Chrysler	DaimlerChrysler	604.4	543.8	11.1
12	19	Target	Target Corp.	601.5	526.3	14.3
13	20	GM	General Motors Corp.	600.6	521.3	15.2
14	25	American Express	American Express Co.	592.7	411.5	44.0
15	16	Citi	Citigroup	587.9	565.1	4.0
16	12	Wal-Mart	Wal-Mart Stores	563.3	579.8	-2.9
17	21	Macy's	Federated Department Stores	553.6	473.7	16.8
18	13	Home Depot	Home Depot	533.6	579.0	-7.8
19	22	T-Mobile	Deutsche Telekom	521.6	453.1	15.1
20	9	Dodge	DaimlerChrysler	516.8	715.3	-27.8
21	18	HP	Hewlett-Packard Co.	496.5	535.3	-7.3
22	14	Sears	Sears Holdings Corp.	484.7	569.4	-14.9
23	27	Hyundai	Hyundai Motor Co.	425.4	378.2	12.5
24	29	Lowe's	Lowe's Cos.	423.7	366.6	15.6
25	24	J.C. Penney	J.C. Penney Co.	417.6	437.2	-4.5
26	319	Vonage	Vonage Holdings Corp.	413.5	63.4	552.6
27	48	Geico	Berkshire Hathaway	403.3	286.2	40.9
28	34	Kohl's	Kohl's Corp.	401.4	352.7	13.8
29	44	Budweiser & Bud Light	Anheuser-Busch Cos.	385.8	305.1	26.4
30	28	Wendy's	Wendy's International	375.1	368.1	1.9
31	46	AOL	Time Warner	364.0	296.9	22.6
32	31	Visa	Visa International	360.2	362.4	-0.6
33	53	Olay	Procter & Gamble Co.	359.1	268.1	34.0
34	41	Microsoft	Microsoft Corp.	357.1	315.6	13.1
35	32	Capital One	Capital One Financial Corp.	352.0	361.1	-2.5
36	26	Best Buy	Best Buy Co.	338.7	391.3	-13.5
37	36	MasterCard	MasterCard International	335.5	340.6	-1.5
38	43	L'Oreal	L'Oreal	328.1	307.1	6.8
39	38	Subway	Doctor's Associates	325.3	324.5	0.2
40	37	Kellogg	Kellogg Co.	323.7	326.0	-0.7
41	23	SBC	AT&T	321.8	452.0	-28.8
42	35	Volkswagen	Volkswagen	321.0	342.7	-6.3
43	54	State Farm	State Farm Mutual Auto. Ins. Co.	320.1	260.1	23.1
44	49	Coca-Cola & Diet Coke	Coca-Cola Co.	317.0	279.5	13.4
45	59	GMC	General Motors Corp.	300.2	242.7	23.7
46	56	Comcast	Comcast Corp.	299.7	255.2	17.5
47	33	Jeep	DaimlerChrysler	297.7	354.2	-16.0
48	42	IBM	IBM Corp.	294.7	310.0	-4.9
49	45	Allstate	Allstate Corp.	289.2	298.9	-3.2
50	40	Miller	SABMiller	283.4	317.1	-10.6
51	30	Nextel	Sprint Nextel Corp.	278.5	365.1	-23.7
52	52	General Mills	General Mills	277.9	269.3	3.2
53	39	Burger King	Burger King Corp.	268.8	323.0	-16.8
54	58	Lexus	Toyota Motor Corp.	262.9	247.0	6.4
55	64	Pepsi & Diet Pepsi	PepsiCo	262.7	239.0	9.9
56	65	DirecTV	DirecTV Group	254.2	237.1	7.2
57	80	Progressive	Progressive Corp.	252.4	200.5	25.9
58	79	Clorox	Clorox Co.	251.1	201.7	24.5
59	66	Circuit City	Circuit City Stores	247.7	231.6	7.0
60	67	KFC	Yum Brands	246.0	228.9	7.5
61	97	Pontiac	General Motors Corp.	239.4	172.5	38.7
62	74	Taco Bell	Yum Brands	231.8	211.1	9.8
63	61	Cadillac	General Motors Corp.	226.6	242.0	-6.4
64	60	Nexium	AstraZeneca	226.3	242.1	-6.5
65	90	Disney	Walt Disney Co.	225.5	186.7	20.8
66	91	Nabisco	Altria Group	220.6	186.3	18.4
67	55	Crest	Procter & Gamble Co.	219.0	255.4	-14.2
68	57	Kia	Kia Motors Corp.	218.0	252.5	-13.7
69	100	TD Ameritrade	TD Ameritrade Holding Corp.	217.7	168.7	29.1
70	70	Acura	Honda Motor Co.	216.1	218.1	-0.9
71	NA	Lunesta	Sepracor	215.1	0.0	NA
72	76	Pizza Hut	Yum Brands	213.2	207.9	2.6
73	73	RadioShack	RadioShack Corp.	212.3	211.7	0.3
74	82	Infiniti	Nissan Motor Co.	209.7	197.5	6.2
75	304	Chase	JPMorgan Chase & Co.	209.5	67.5	210.1
76	62	Dillard's	Dillard's	209.4	240.1	-12.8
77	87	Fry's	Fry's Electronics	209.3	187.6	11.5
78	47	Mazda	Mazda Motor Corp.	208.7	294.5	-29.1
79	50	Bank of America	Bank of America Corp.	208.7	276.2	-24.4
80	81	Netflix	Netflix	208.1	198.6	4.8
81	123	Gatorade	PepsiCo	206.3	141.6	45.7
82	84	Pantene	Procter & Gamble Co.	205.7	194.3	5.9
83	68	Gillette	Procter & Gamble Co.	205.5	226.8	-9.4
84	106	ABC	Walt Disney Co.	199.5	158.7	25.7
85	51	Mitsubishi	Mitsubishi Motors Corp.	193.9	270.2	-28.3
86	121	Quaker	PepsiCo	193.5	142.7	35.6
87	75	UPS	United Parcel Service	192.7	208.2	-7.5
88	63	Kmart	Sears Holdings Corp.	189.9	239.2	-20.6
89	69	Saturn	General Motors Corp.	189.8	221.5	-14.3
90	85	Sony	Sony Corp.	187.4	193.1	-3.0
91	112	Campbell's	Campbell Soup Co.	183.4	151.3	21.2
92	94	Ingles Sin Barreras	Lexicon Marketing Corp.	182.5	178.6	2.2
93	134	Petmed Express	Petmed Express	178.7	130.2	37.2
94	99	Neutrogena	Johnson & Johnson	177.9	168.9	5.3
95	93	Bose	Bose Corp.	177.6	181.3	-2.0
96	143	Buick	General Motors Corp.	177.0	123.2	43.7
97	83	Old Navy	Gap	176.1	196.6	-10.4
98	96	Walgreens	Walgreen Co.	174.2	172.9	0.8
99	107	Coors	Molson Coors Brewing Co.	170.9	158.4	7.9
100	101	Subaru	Fuji Heavy Industries	169.2	168.1	0.6
101	98	Wachovia	Wachovia Corp.	168.2	169.5	-0.8
102	116	Washington Mutual	Washington Mutual	165.9	145.2	14.2
103	128	Applebee's	Applebee's International	165.7	136.0	21.9
104	77	Nike	Nike	165.5	205.7	-19.6
105	122	Mercury	Ford Motor Co.	165.1	141.8	16.4
106	104	Kraft	Altria Group	163.0	164.3	-0.8
107	78	GE	General Electric Co.	162.8	204.3	-20.3
108	113	Southwest	Southwest Airlines	161.8	150.8	7.2
109	331	GlaxoSmithKline	GlaxoSmithKline	160.8	60.1	167.3
110	120	Domino's Pizza	Domino's Pizza	155.3	143.0	8.6
111	364	Vytorin	Merck & Co./Schering-Plough Corp.	155.3	52.2	197.2
112	138	Apple	Apple Computer	155.2	124.8	24.4
113	316	Blockbuster	Blockbuster	154.0	64.8	137.7
114	115	Dove	Unilever	153.6	145.4	5.6
115	140	Rooms To Go	Rooms To Go	151.4	124.4	21.7
116	130	Fidelity	FMR Corp.	149.6	132.2	13.1
117	260	Classmates.com	United Online	147.9	76.8	92.5
118	89	Mercedes	DaimlerChrysler	147.8	186.8	-20.9
119	181	PeoplePC	PeoplePC	147.6	100.2	47.4
120	72	Tylenol	Johnson & Johnson	145.2	212.9	-31.8
121	118	U.S. Army	U.S. Government	144.6	145.0	-0.3
122	165	Lamisil	Novartis	143.0	109.8	30.3
123	71	Crestor	AstraZeneca	141.8	216.2	-34.4
124	95	Ortho	Johnson & Johnson	141.4	177.8	-20.5
125	133	Fox	News Corp.	139.1	131.1	6.1
126	227	E-Trade	E-Trade Financial Corp.	137.8	86.4	59.5
127	88	Expedia	Expedia	137.7	187.6	-26.6
128	136	Wrigley	Wm. Wrigley Jr. Co.	137.3	127.1	8.0
129	111	BMW	BMW	136.9	152.0	-9.9
130	218	Advair	GlaxoSmithKline	136.9	88.7	54.3
131	145	Post	Altria Group	136.7	121.6	12.4
132	127	Garnier	L'Oreal	135.7	137.3	-1.1
133	200	Glade	SC Johnson	135.5	93.9	44.2
134	131	Samsung	Samsung Group	134.5	132.1	1.8
135	92	Office of Nat'l Drug Control Policy	U.S. Government	134.3	181.8	-26.1
136	209	Re/Max	Re/Max International	132.0	90.7	45.5
137	108	Canon	Canon	131.0	156.9	-16.5
138	170	Aveeno	Johnson & Johnson	130.6	108.3	20.6
139	329	Ambien	Sanofi-Aventis	130.2	61.0	113.4
140	110	Oral-B	Procter & Gamble Co.	128.8	152.0	-15.3
141	184	PlayStation	Sony Corp.	127.9	99.6	28.4
142	249	Lowermybills.com	GUS	127.6	78.7	62.1
143	119	BellSouth	BellSouth Corp.	127.5	143.2	-11.0
144	185	Ebay	Ebay	126.5	99.6	27.0
145	189	Hummer	General Motors Corp.	125.9	99.3	26.8
146	868	Nasonex	Schering-Plough Corp.	124.2	10.1	1,129.2
147	153	Alltel	Alltel Corp.	123.6	115.9	6.6
148	125	Fedex & Fedex Kinkos	Fedex Corp.	123.1	137.7	-10.6
149	196	Purina	Nestle	123.1	96.5	27.6
150	139	Febreze	Procter & Gamble Co.	121.9	124.6	-2.2
151	173	Chili's Grill & Bar	Brinker International	121.1	106.5	13.7
152	109	Schwab	Charles Schwab Corp.	120.6	152.7	-21.0
153	117	Hallmark	Hallmark Cards	118.9	145.1	-18.0
154	151	Maybelline	L'Oreal	118.9	116.7	1.9
155	259	Dish Network	EchoStar Communications Corp.	116.8	76.9	51.9
156	206	NBC TV	General Electric Co.	116.5	91.7	27.1
157	199	Monster	Monster Worldwide	115.8	94.5	22.6
158	213	Red Lobster	Darden Restaurants	115.1	90.0	27.8
159	171	Claritin	Schering-Plough Corp.	113.6	108.2	4.9
160	137	Ameriquest	Ameriquest Mortgage Co.	113.5	126.8	-10.5
161	168	Safeway	Safeway	113.5	108.7	4.4
162	208	AARP	AARP	113.4	90.8	24.9
163	150	Flonase	GlaxoSmithKline	112.8	118.6	-4.9
164	178	Time Warner	Time Warner	112.4	101.6	10.6
165	193	Olive Garden	Darden Restaurants	111.7	98.8	13.0
166	105	Cialis	Eli Lilly & Co.	110.9	163.8	-32.3
167	192	Lincoln	Ford Motor Co.	110.7	98.8	12.0
168	167	Plavix	Bristol-Myers Squibb Co.	110.2	109.0	1.1
169	269	Land Rover	Ford Motor Co.	109.8	73.9	48.7
170	166	Wellbutrin	GlaxoSmithKline	108.1	109.1	-0.9
171	191	Blue Cross & Blue Shield	Blue Cross & Blue Shield Assn.	107.7	99.3	8.5
172	129	Philip Morris	Altria Group	107.2	135.4	-20.8
173	262	Suzuki	Suzuki Motor Corp.	107.1	76.5	40.1
174	201	Carnival Cruises	Carnival Corp.	106.8	93.2	14.6
175	102	Gap & Baby Gap	Gap	106.8	166.6	-35.9
176	157	Singulair	Merck & Co.	105.1	112.5	-6.6
177	254	Bowflex	Nautilus	103.9	78.0	33.1
178	86	Clairol	Procter & Gamble Co.	103.4	189.4	-45.4
179	162	Mervyns	Mervyns	102.9	109.9	-6.4
180	190	Dr Pepper	Cadbury Schweppes	102.8	99.3	3.5
181	144	Robinsons May	Federated Department Stores	102.7	122.5	-16.2
182	216	CBC TV	CBS Corp.	102.4	89.3	14.7
183	244	Audi	Volkswagen	101.4	79.9	26.9
184	266	Philips	Philips Electronics	101.3	74.2	36.6
185	252	Empire	Empire Today	101.2	78.5	28.9
186	210	Johnson & Johnson	Johnson & Johnson	101.2	90.6	11.7
187	240	Staples	Staples	101.2	80.6	25.5
188	390	Prilosec	Procter & Gamble Co.	100.4	47.0	113.9
189	126	Allegra	Sanofi-Aventis	100.2	137.6	-27.2
190	149	Office Depot	Office Depot	100.1	118.9	-15.8
191	197	H&R Block	H&R Block	99.4	96.3	3.2
192	255	Sonic	Sonic Corp.	99.1	77.8	27.3
193	135	Swiffer	Procter & Gamble Co.	98.9	129.2	-23.4
194	177	Arby's	Triarc Cos.	98.6	103.0	-4.3
195	270	ESPN	Walt Disney Co.	98.0	73.7	32.9
196	296	LendingTree	IAC/InterActiveCorp	97.5	69.2	40.9
197	257	ITT Technical Institute	ITT Educational Services	97.5	77.4	26.0
198	152	Kodak	Eastman Kodak Co.	97.3	116.0	-16.2
199	174	Advil	Wyeth	97.0	104.3	-7.0
200	243	Liberty Medical Supplies	PolyMedica Corp.	96.9	79.9	21.4
Notes: Dollars are in millions. 2004 rankings represent data compiled in 2006. Measured media from TNS Media Intelligence's Stradegy is based on spending in 18 media: Magazines—consumer magazines, Sunday magazines, local magazines, and business-to-business magazines; newspaper—local and national newspapers; television—network TV, spot TV, syndicated TV and network cable TV; radio—network, national spot and local; Spanish-language media—Spanish-language magazines, newspapers and TV networks. Brands aggregated by Ad Age.