Sources: Measured media from TNS Media Intelligence. FSIs from TNS's Marx Promotion Intelligence. Unmeasured spending estimates from Ad Age DataCenter. Sales and earnings from public documents. See methodology.
|U.S. AD SPENDING ($ in thousands)|
|By media||2008||2007||% chg|
|FSI (freestanding inserts)||6,015||5,138||17.1|
|Cable TV networks||27,666||38,010||-27.2|
|Spanish-language network TV||21,089||24,602||-14.3|
|National spot radio||167||119||40.3|
|Internet (display only)||8,004||14,554||-45.0|
| Measured media||441,930||395,933||11.6|
| Unmeasured spending||310,197||330,421||-6.1|
|Media spending by megabrand||2008||2007||% chg|
|SALES & EARNINGS ($ in millions)|
|Coca-Cola Co. (NYSE: KO) |
|Geographic sales||2008||2007||% chg|
|Eurasia & Africa||2,135||1,941||10.0|
|Rest of North America||191||205||-6.8|
|Division sales||2008||2007||% chg|
Coca-Cola Co./1 Coca-Cola Plaza, Atlanta, Ga. 30313/Phone: (404) 676-2121.
Coca-Cola Co. bills itself as the world’s largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups. Coca-Cola owns or licenses nearly 500 brands, including diet and light beverages,waters, enhanced waters, juices and juice drinks, teas and coffees, and energy and sports drinks. In its 10-K for year-end 2008, Coca-Cola said: “Of the approximately 54 billion beverage servings of all types consumed worldwide every day, beverages bearing trademarks owned by or licensed to us account for approximately 1.6 billion.”
President-COO Muhtar Kent in December 2007 was named president-CEO effective July 1, 2008; Chairman-CEO E. Neville Isdell relinquished the CEO post but remained as chairman till April 2009, when Kent added the chairman’s post.
Coca-Cola in July 2007 hired Joseph V. Tripodi as chief marketing and commercial officer. He took over marketing duties formerly handled by Mary Minnick, who left in February 2007 as exec VP-president of marketing, strategy and innovation. Minnick had been in the running for the company’s president-COO post but was passed over in December 2006 when the company named Muhtar Kent to that post.
Tripodi joined Coca-Cola from Allstate Insurance Co., where he was senior VP-CMO. Before joining Allstate in November 2003, he was CMO at Bank of New York. He earlier served as CMO for Seagram Spirits & Wine Group (1999-2002) and exec VP-global marketing, products and services for MasterCard International (1989-1998).
Coca-Cola in June 2007 paid $4.1 billion for Energy Brands, also known as Glaceau, the marketer of “enhanced” water brands including Vitaminwater, Fruitwater and Smartwater.
Coca-Cola in first-quarter 2007 bought Fuze Beverage, a U.S.-based marketer of Fuze enhanced juices and teas, and Leao Junior, a Brazilian herbal beverage company.
Coca-Cola in February 2008 bought 40% of premium tea marketer Honest Tea with an option to buy the rest after three years.
Coca-Cola was founded in 1886.