total u.s. ad

rank

spending

estimated

measured

consumer

yellow

’02

’01

advertiser

headquarters

2002

% chg

unmeasured

media

magazine

newspaper

outdoor

tv

radio

internet

pages

1

1

general motors corp.

detroit

3,652.2

8.5

1,205.2

2,447.0

405.5

244.5

29.2

1,656.7

45.2

45.8

20.0

2

2

aol time warner

new york

2,922.8

3.3

1,110.7

1,812.1

282.8

316.0

31.9

830.1

59.0

292.3

0.0

3

3

procter & gamble co.

cincinnati

2,673.4

6.7

641.6

2,031.8

527.5

24.3

7.6

1,413.6

41.6

17.3

0.0

4

5

pfizer

new york

2,566.2

10.1

1,745.0

821.2

159.8

6.6

0.1

627.7

22.7

4.3

0.0

5

4

ford motor co.

dearborn, mich.

2,251.8

-4.5

844.4

1,407.4

254.1

181.6

8.6

895.0

21.3

23.8

22.9

6

6

daimlerchrysler

auburn hills, mich./stuttgart, germany

2,031.8

2.5

690.8

1,341.0

262.4

140.8

10.6

877.9

24.8

10.6

14.0

7

7

walt disney co.

burbank, calif.

1,803.0

3.0

649.1

1,153.9

114.1

250.6

33.3

671.4

45.2

39.2

0.0

8

9

johnson & johnson

new brunswick, n.j.

1,799.0

15.3

719.6

1,079.4

269.7

9.3

1.0

770.7

19.7

9.1

0.0

9

11

sears, roebuck & co.

hoffman estates, ill.

1,661.2

9.9

946.9

714.3

100.4

135.0

1.6

418.7

27.7

16.3

14.7

10

8

unilever

london/rotterdam

1,640.0

4.5

951.2

688.8

179.1

1.0

1.6

495.7

3.7

7.7

0.0

11

16

sony corp.

tokyo

1,621.1

23.5

745.7

875.4

70.8

154.3

11.1

564.0

26.0

49.2

0.0

12

10

glaxosmithkline

greenford, middlesex, u.k.

1,554.0

1.2

777.0

777.0

184.6

20.3

3.3

558.8

6.1

3.9

0.0

13

12

toyota motor corp.

toyota city, japan

1,552.7

10.8

667.7

885.1

226.1

71.3

10.5

550.0

4.4

22.8

0.0

14

13

verizon communications

new york

1,527.5

9.5

458.2

1,069.2

26.0

377.0

18.9

542.1

75.3

20.6

9.4

15

14

mcdonald’s corp.

oak brook, ill.

1,335.7

0.4

761.3

574.4

15.2

3.0

33.0

510.5

11.4

1.2

0.0

16

17

viacom

new york

1,259.8

0.7

503.9

755.9

106.6

121.7

23.8

413.2

63.0

27.6

0.0

17

15

altria group

new york

1,206.0

-8.6

313.6

892.4

398.5

10.9

6.9

458.0

12.4

5.8

0.0

18

19

honda motor co.

tokyo

1,192.8

7.5

483.1

709.7

137.0

30.2

4.3

525.9

0.8

11.4

0.0

19

18

merck & co.

whitehouse station, n.j.

1,158.4

2.2

834.1

324.4

107.2

29.1

0.0

184.8

0.0

3.2

0.0

20

22

l’oreal

paris

1,117.7

7.0

572.8

544.9

242.7

2.1

2.7

294.3

0.7

2.4

0.0

21

23

pepsico

purchase, n.y.

1,113.9

8.3

356.5

757.5

64.2

4.3

5.9

639.7

5.2

38.1

0.0

22

25

j.c. penney co.

plano, texas

1,108.0

16.5

664.8

443.2

24.7

173.2

0.4

192.3

36.4

16.1

0.0

23

32

sbc communications

san antonio, texas

1,091.6

26.9

349.3

742.3

10.0

309.7

14.5

279.9

109.1

15.6

3.3

24

21

u.s. government

washington

1,082.8

1.5

487.3

595.5

112.1

60.2

6.5

374.0

30.9

11.9

0.0

25

24

nestle

vevey, switzerland

1,073.2

11.5

579.5

493.7

152.9

1.3

1.4

319.3

11.9

6.8

0.0

26

36

nissan motor co.

tokyo

966.7

25.0

263.4

703.3

165.7

35.7

12.9

480.8

3.1

5.1

0.0

27

28

target corp.

minneapolis

960.0

3.6

432.0

528.0

52.3

212.8

2.3

226.6

23.5

10.6

0.0

28

30

general mills

minneapolis

954.1

6.0

362.6

591.6

41.9

0.1

1.0

540.0

4.9

3.7

0.0

29

27

microsoft corp.

redmond, wash.

909.1

-1.9

481.8

427.3

100.9

22.5

3.1

173.2

1.2

126.3

0.0

30

34

home depot

atlanta

885.2

10.0

473.6

411.6

35.9

86.1

0.8

219.4

62.7

0.3

6.5

31

29

at&t wireless

redmond, wash.

872.9

-3.5

174.6

698.3

14.6

419.5

12.7

171.6

45.9

34.0

0.0

32

20

sprint corp.

westwood, kan.

863.0

-21.4

211.4

651.5

32.8

271.6

5.6

310.1

16.5

14.9

0.0

33

26

ibm corp.

armonk, n.y.

832.3

-11.3

491.0

341.2

79.4

86.9

2.5

149.5

0.2

22.8

0.0

34

54

best buy co.

eden prairie, minn.

818.7

46.1

495.3

323.4

31.3

170.7

0.2

105.8

2.7

12.6

0.0

35

31

at&t corp.

basking ridge, n.j.

815.1

-7.1

423.8

391.2

15.7

32.3

8.5

296.3

21.9

7.5

9.0

36

35

estee lauder cos.

new york

805.3

1.9

676.4

128.8

101.9

0.5

0.6

23.2

0.5

2.2

0.0

37

39

diageo

london

797.8

11.3

582.4

215.4

79.3

2.3

23.3

95.4

11.1

4.1

0.0

38

41

anheuser-busch cos.

st. louis

792.9

14.4

360.8

432.1

26.4

12.2

49.3

336.5

0.7

7.0

0.0

39

60

hewlett-packard co.

palo alto, calif.

736.1

40.6

360.7

375.4

116.5

111.3

0.5

95.6

1.7

49.9

0.0

40

42

yum brands

louisville, ky.

732.6

8.0

120.9

611.7

0.5

1.0

5.8

587.0

5.9

5.2

6.3

41

40

cendant corp.

parsippany, n.j.

726.9

1.6

512.4

214.4

8.9

35.0

25.7

96.1

6.0

15.1

27.7

42

33

wyeth

madison, n.j.

724.7

-14.4

431.2

293.5

46.2

2.0

0.4

231.4

6.9

6.5

0.0

43

43

news corp.

sydney

715.9

6.0

175.4

540.5

50.2

145.9

12.2

275.4

43.2

13.6

0.0

44

37

federated department stores

cincinnati

715.1

-5.0

89.4

625.7

23.8

520.8

1.3

62.8

4.2

12.7

0.0

45

44

conagra foods

omaha, neb.

680.1

1.9

516.9

163.2

31.3

0.5

0.6

120.4

9.4

1.0

0.0

46

45

may department stores co.

st. louis

655.9

-1.7

98.4

557.6

22.0

458.9

1.5

65.2

9.5

0.5

0.0

47

49

mars inc.

mclean, va.

653.1

6.2

328.2

324.9

84.6

1.2

0.1

226.8

9.1

3.1

0.0

48

46

burger king corp.

miami

650.1

-2.1

312.0

338.0

8.2

2.3

5.6

285.5

34.9

1.6

0.0

49

47

kmart corp.

troy, mich.

628.6

0.5

358.3

270.3

22.3

113.8

0.0

121.7

9.1

3.5

0.0

50

52

nike

beaverton, ore.

623.5

8.0

392.8

230.7

83.7

1.1

4.4

139.1

1.3

1.1

0.0

51

55

wal-mart stores

bentonville, ark.

618.1

10.8

210.1

407.9

21.9

20.0

0.6

351.6

3.3

6.9

3.6

52

58

sara lee corp.

chicago

604.7

10.7

393.1

211.6

64.4

5.3

0.2

136.0

3.6

2.1

0.0

53

51

volkswagen

wolfsburg, germany

602.4

0.8

162.6

439.7

51.2

37.6

1.1

333.1

13.3

3.4

0.0

54

53

vivendi universal

paris

591.4

2.7

106.4

484.9

34.6

123.6

10.6

273.9

9.8

32.4

0.0

55

38

general electric co.

fairfield, conn.

579.0

-22.4

376.4

202.7

61.1

25.5

3.5

79.4

20.5

5.2

7.5

56

64

clorox co.

oakland, calif.

572.3

24.0

85.9

486.5

150.1

0.1

0.1

328.6

6.1

1.6

0.0

57

56

novartis

basel, switzerland

569.3

3.0

343.0

226.3

53.7

3.4

0.0

165.6

2.4

1.1

0.0

58

48

coca-cola co.

atlanta

569.0

-8.2

267.4

301.6

37.7

3.4

10.0

243.7

3.2

3.5

0.0

59

50

bristol-myers squibb co.

new york

563.5

-8.2

394.4

169.0

91.4

4.9

0.4

66.5

1.8

4.1

0.0

60

65

american express co.

new york

542.1

20.6

233.1

309.0

53.9

40.1

6.7

181.0

4.7

22.5

0.0

61

59

albertson’s

boise, idaho

524.9

-0.4

385.8

139.1

1.0

47.2

1.5

79.6

9.8

0.0

0.0

62

69

dell computer corp.

austin, texas

510.6

16.5

102.1

408.5

113.3

76.6

0.6

169.0

1.2

47.8

0.0

63

95

deutsche telekom

bonn, germany

509.3

68.3

150.2

359.0

9.6

172.4

2.5

157.2

7.4

5.0

5.0

64

57

kroger co.

cincinnati

508.9

-7.3

418.6

90.3

0.1

61.0

3.2

25.0

1.0

0.0

0.0

65

62

schering-plough corp.

madison, n.j.

507.6

3.7

284.3

223.3

61.5

4.8

1.2

146.0

6.0

3.8

0.0

66

63

gillette co.

boston

495.0

6.8

245.0

250.0

35.3

1.5

0.4

207.4

3.1

2.2

0.0

67

75

aventis

strasbourg, france

486.0

15.2

308.6

177.4

91.7

2.5

0.0

68.6

10.9

3.6

0.0

68

68

sabmiller

london

458.5

4.3

206.3

252.2

18.4

1.1

31.2

192.2

2.1

7.2

0.0

69

78

campbell soup co.

camden, n.j.

447.5

13.2

94.0

353.5

104.9

2.1

0.6

228.6

10.8

6.5

0.0

70

77

lowe’s cos.

north wilkesboro, n.c.

444.3

11.4

177.7

266.6

13.2

44.5

1.9

190.7

14.6

1.7

0.0

71

72

gap inc.

san francisco

433.6

1.9

99.7

333.8

49.6

10.4

9.7

241.7

4.8

17.8

0.0

72

74

kellogg co.

battle creek, mich.

429.1

1.6

169.5

259.6

37.3

0.4

0.2

214.3

5.4

2.0

0.0

73

71

visa international

san francisco

423.2

-1.3

105.8

317.4

28.5

5.5

3.8

233.5

6.2

39.8

0.0

74

70

adolph coors co.

golden, colo.

420.3

-2.3

220.7

199.7

1.6

1.9

10.1

184.0

2.1

0.0

0.0

75

73

limited brands

columbus, ohio

410.7

-3.2

312.1

98.6

20.2

5.9

0.3

66.4

0.0

5.7

0.0

76

85

berkshire hathaway

omaha, neb.

398.5

15.3

163.4

235.1

30.9

10.4

3.5

149.1

36.0

5.3

0.0

77

76

cadbury schweppes

london

396.2

-2.9

140.2

256.0

6.1

0.6

3.9

229.6

14.3

1.5

0.0

78

92

mitsubishi motors corp.

tokyo

392.1

23.8

109.8

282.3

9.2

35.6

0.9

236.1

0.0

0.6

0.0

79

81

mattel

el segundo, calif.

384.4

2.3

234.5

149.9

18.9

0.4

0.0

128.4

0.0

2.1

0.0

80

61

mci

ashburn, va.

371.2

-28.4

148.5

222.7

12.9

13.4

0.1

183.6

1.4

11.3

0.0

81

67

bayer

leverkusen, germany

370.6

-16.3

185.3

185.3

15.6

0.6

0.7

161.2

5.1

2.1

0.0

82

94

wendy’s international

dublin, ohio

359.5

14.9

79.1

280.4

35.3

0.4

6.6

235.1

2.9

0.1

0.0

83

90

mastercard international

new york

358.0

11.9

107.4

250.6

49.9

4.6

0.2

176.9

7.5

11.5

0.0

84

80

safeway

pleasanton, calif.

356.2

-6.8

285.0

71.2

0.9

34.4

0.2

20.0

15.4

0.3

0.0

85

100

doctor’s associates

milford, conn.

352.7

23.3

134.0

218.7

0.2

0.5

1.7

215.1

1.1

0.0

0.0

86

88

kimberly-clark corp.

irving, texas

352.5

6.3

105.7

246.7

78.3

1.5

0.0

159.7

1.8

5.5

0.0

87

66

intel corp.

santa clara, calif.

345.2

-22.3

241.6

103.6

15.5

13.2

1.3

67.0

0.0

6.5

0.0

88

79

morgan stanley

new york

341.8

-12.0

153.8

188.0

40.8

11.6

1.3

123.5

1.3

9.5

0.0

89

83

circuit city stores

richmond, va.

340.7

-3.1

90.3

250.4

16.6

84.4

0.0

137.6

1.3

10.6

0.0

90

86

sc johnson

racine, wis.

340.7

0.6

51.1

289.6

17.9

0.1

0.0

271.0

0.6

0.1

0.0

91

82

colgate-palmolive co.

new york

336.7

-5.3

239.0

97.6

16.6

0.1

0.1

80.3

0.3

0.2

0.0

92

103

united parcel service

greenwich, conn.

331.4

24.1

165.7

165.7

21.3

4.8

0.3

118.0

14.1

2.3

4.9

93

84

hershey foods corp.

hershey, pa.

330.8

-5.6

168.7

162.1

19.6

0.1

0.3

137.4

3.0

1.7

0.0

94

99

nextel communications

reston, va.

319.6

11.8

121.5

198.2

4.3

104.8

18.1

55.6

14.6

0.9

0.0

95

93

reckitt benckiser

windsor, berkshire, u.k.

318.0

0.9

93.8

224.2

98.9

0.1

0.0

123.0

1.5

0.6

0.0

96

104

kia motors corp.

seoul

316.3

19.0

72.8

243.6

23.6

1.5

0.5

217.8

0.0

0.2

0.0

97

102

kohl’s corp.

menomonee falls, wis.

316.0

18.1

120.1

195.9

0.5

80.6

0.4

98.5

15.8

0.2

0.0

98

106

fortune brands

lincolnshire, ill.

313.0

19.5

200.3

112.7

76.2

1.8

1.6

27.3

3.1

2.6

0.0

99

89

eastman kodak co.

rochester, n.y.

312.3

-5.1

115.6

196.8

36.8

1.5

0.1

156.2

0.2

2.0

0.0

100

97

office depot

delray beach, fla.

311.5

4.3

183.8

127.7

4.1

23.4

1.3

85.3

2.9

10.8

0.0