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January 24, 2011

Top 10 US Advertisers : P&G ,AT&T, GM Leads Ad Spending


Total advertising expenditures in the first nine months of 2010 grew 6.4 percent from a year ago and finished the period at $94.06 billion, according to data released today by Kantar Media, the leading provider of strategic advertising and marketing information. Ad spending during the third quarter of 2010 was up 8.7 percent versus last year, the largest quarterly gain since the end of 2004. 

Measured Ad Spending by Advertiser :Spending among the ten largest advertisers increased 5.9 percent to $11.91 billion in the first nine months of 2010.

  • Procter & Gamble maintained its number one ranking by spending $2,252.7 million, an 18.7 percent increase versus a year ago.
  • AT&T boosted expenditures 15.7 percent to $1,510.7 million.  its consumer television service was among the most used medium and this segment accounted for nearly one-tenth of the company’s ad dollars.
  • Verizon Communication cut its spending by 13.1 percent, to $1,406.8 million.
  • Despite a widespread surge in automotive category spending, General Motors was the lone auto advertiser in the Top Ten. GM invested $1,480.5 million, up 20.6 percent from a year ago.

Top Ten Advertisers: January-September 20101

               
    Jan – Sep 2010   Jan - Sep 2009  
Rank   Company   ($Millions)   ($Millions)   % Change
1   Procter & Gamble Co   $2,252.7   $1,897.1   18.7%
2   AT&T Inc   $1,510.7   $1,305.4   15.7%
3   General Motors Corp   $1,480.5   $1,227.4   20.6%
4   Verizon Communications Inc   $1,406.8   $1,618.9   -13.1%
5   News Corp   $984.8   $911.5   8.0%
6   Johnson & Johnson   $950.4   $1,024.9   -7.3%
7   Pfizer Inc   $895.7   $893.5   0.2%
8   Time Warner Inc   $863.3   $872.3   -1.0%
9   General Electric Co   $793.2   $752.6   5.4%
10   Walt Disney Co   $776.9   $746.9   4.0%
    TOTAL2   $11,914.7   $11,250.6   5.9%
Source: Kantar Media
1. Figures do not include FSI, House Ads or PSA activity.
2. The sum of the individual companies may differ from the Total shown due to rounding.
Across the Top 1000 advertisers, a diversified group representing three-fourths of the me



Percent Change in Measured Ad Spending1
 
MEDIA SECTOR
 
  • Media Type
(Sectors and types listed in rank order of spending)
 
Jan-Sep
2010 vs. 2009
 
TELEVISION MEDIA   10.5%
-- Network TV   6.1%
-- Cable TV2   9.0%
-- Spot TV3   27.8%
-- Spanish Language TV4   11.9%
-- Syndication – National   -8.3%
MAGAZINE MEDIA5   2.6%
-- Consumer Magazines   2.8%
-- B-to-B Magazines   -2.6%
-- Sunday Magazines   8.1%
-- Local Magazines   -1.8%
-- Spanish Language Magazines   5.2%
NEWSPAPER MEDIA6   -2.9%
-- Local Newspapers   -4.4%
-- National Newspapers   6.8%
-- Spanish Language Newspapers   2.0%
INTERNET (display ads only) 7   7.7%
RADIO MEDIA   6.2%
-- Local Radio   3.8%
-- National Spot Radio   15.9%
-- Network Radio
  1.7%
OUTDOOR   7.3%
FSIs8   6.7%
TOTAL   6.4% 
Source: Kantar Media

1. Figures tabulated from Kantar Media’s Stradegy™ application and cover all measured media, including: Network TV (6 networks); Spot TV (125 DMAs); Cable TV (71 networks); Syndication TV; Hispanic Network TV (4 networks); Consumer Magazines (226 publications);,Sunday Magazines (7 publications); Local Magazines (27 publications); Hispanic Magazines (19 publications); Business-to-Business Magazines (288 publications); Local Newspapers (147 publications); National Newspapers (3 publications); Hispanic Newspapers (48 publications); Network Radio (5 networks); National Spot Radio (205 markets); Local Radio (32 markets); Internet (1,989 sites); and Outdoor. Figures do not include public service announcements (PSA) or House ads.
2. Cable TV figures do not include Hispanic cable networks.
3. Spot TV figures do not include Hispanic local stations.
4. Spanish Language TV includes 4 Hispanic broadcast networks, 4 Hispanic cable network and 70 local Hispanic TV stations.






Measured Ad Spending by Category

Expenditures for the ten largest advertising categories rose 7.4 percent in the first nine months of 2010 and totaled $53.55 billion.

Automotive was the leading category in both dollar volume and growth rate as spending accelerated 23.7 percent to $9,151.5 million,

Telecom was the second largest category with nine month expenditures growing at a 4.7 percent to $6,369.4 million.

About Kantar Media
 
Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.