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Top 200 US Megabrands Fail to Spur 2006 Ad Growth

News, 19 July 2006


Advertising growth among the top two hundred US brands (ranked by monitored media spend) in 2006 is unlikely to match last year, reports the latest Megabrands survey from Advertising Age.

Collectively in 2005, the 'Top 200' spent $49.14 billion (€39.22bn; £27.0bn) across the eighteen media sectors monitored by TNS - an increase of 6.6%. The elite's growth rate was over double that of the industry as a whole (3%) and accounts for one-third of all US measured adspend ($148.29bn).

Television remained the medium most favored by the top 200, with 58% of their total spend channelled into the five monitored TV formats: network, spot, cable, satellite and Hispanic. By brand category, autos, retailers and telecom were the largest spenders, the former investing $10.46bn

This year's elite 200 - whoever they turn out to be - are expected to lead the ad industry out of the 2005 doldrums that reflected growth of only 3%.

Across the board, however, advertisers are stoking their marketing spend this year with 5.2% growth to $34.92bn across the board in Q1, pushing network TV up by 12.3%, spot TV up 6.4% and internet up 19.4%. November's congressional elections will also further fan the flames.

Among the Top 200 megabrands, the twenty leaders in 2005 were:

Rank

 

Measured US Adspend $'000s

2005 2004

Brand

2005 2004 % Change
1 1

Verizon

1,715,2 1,614.5 6.2
2 3

Cingular

1,314.3 911.3 44.2
3 6

Sprint

995.0 893.3 11.4
4 2

Ford

984.6 954.4 3.2
5 5

Chevrolet

876.6 908.1 -3.5
6 4

Nissan

813.7 910.2 -10.6
7 11

Dell

776.3 630.4 23.1
8 8

Toyota

766.9 797.5 -3.8
9 10

McDonald's

742.3 678.2 9.5
10 15 Honda 637.1 567.9 12.2
11 17

Chrysler

604.4 543.8 11.1
12 19

Target

601.5 526.3 14.3
13 20

GM

600.6 521.3 15.2
14 25

American Express

592.7 411.5 44.0
15 16

Citi

587.9 565.1 4.0
16 12

Wal-Mart

563.3 579.8 -2.9
17 21

Macy's

553.6 473.7 16.8
18 13

Home Depot

533.6 579.0 -7.8
19 22

T-Mobile

521.6 453.1 15.1
20 9 Dodge 516.8 715.3 -27.8

Data sourced from AdAge (USA); additional content by WARC staff