100 LEADING NATIONAL ADVERTISERS
RANKED BY TOTAL U.S. ADVERTISING SPENDING IN 2007. Dollars in millions.
RANK				TOTAL U.S. AD SPENDING					U.S. MEASURED MEDIA BREAKOUT FOR 2007
2007	2006	ADVERTISER	HEADQUARTERS	2007	2006	% CHG	ESTIMATED UNMEASURED	MEASURED MEDIA	MAGAZINES	NEWSPAPER	OUTDOOR	TV	RADIO	INTERNET
1	1	Procter & Gamble Co.	Cincinnati	$5,230.1	$4,883.7	7.1	$1,529.8	$3,700.3	$964.1	$213.7	$1.8	$2,414.2	$26.0	$80.6
2	2	AT&T	San Antonio	3,207.3	3,344.5	-4.1	962.2	2,245.1	59.4	328.3	108.6	1,356.4	256.9	135.5
3	5	Verizon Communications	New York	3,016.1	2,791.9	8.0	871.7	2,144.5	92.3	686.7	63.7	906.8	205.9	189.1
4	3	General Motors Corp.	Detroit	3,010.1	3,296.1	-8.7	948.2	2,061.9	373.6	149.9	45.2	1,176.8	104.4	212.0
5	4	Time Warner	New York	2,962.1	3,073.7	-3.6	1,224.6	1,737.6	280.6	311.6	54.3	908.4	84.2	98.4
6	6	Ford Motor Co.	Dearborn, Mich.	2,525.2	2,576.6	-2.0	872.0	1,653.2	300.4	131.5	18.2	982.1	57.5	163.5
7	7	GlaxoSmithKline	Brentford, Middlesex, U.K.	2,456.9	2,504.0	-1.9	1,269.9	1,187.0	387.1	13.0	0.9	742.4	14.2	29.4
8	8	Johnson & Johnson	New Brunswick, N.J.	2,408.8	2,401.4	0.3	987.6	1,421.2	402.1	50.9	4.8	879.4	34.8	49.2
9	9	Walt Disney Co.	Burbank, Calif.	2,293.3	2,300.5	-0.3	905.8	1,387.4	207.7	185.2	48.0	664.5	140.6	141.4
10	10	Unilever	London/Rotterdam	2,245.8	2,099.5	7.0	1,335.5	910.3	278.4	31.6	0.4	543.7	9.5	46.6
11	15	Sprint Nextel Corp.	Reston, Va.	1,903.2	1,775.9	7.2	590.0	1,313.2	46.4	460.6	60.5	575.4	99.1	71.2
12	12	General Electric Co.	Fairfield, Conn.	1,791.3	1,916.8	-6.6	734.4	1,056.8	124.9	200.7	28.5	482.8	141.2	78.9
13	14	Toyota Motor Corp.	Toyota City, Japan	1,757.9	1,850.3	-5.0	685.6	1,072.3	186.1	34.8	23.2	752.0	18.9	57.3
14	13	Chrysler	Auburn Hills, Mich.	1,739.4	1,886.4	-7.8	591.4	1,148.0	182.6	120.8	8.1	750.6	33.1	52.8
15	11	Sony Corp.	Tokyo	1,736.8	2,001.3	-13.2	764.2	972.6	140.7	127.8	20.0	570.9	41.7	71.5
16	17	L'Oreal	Clichy, France	1,632.3	1,458.0	12.0	850.1	782.3	324.4	34.4	0.8	407.9	2.7	12.0
17	16	Sears Holdings Corp.	Hoffman Estates, Ill.	1,627.8	1,650.8	-1.4	867.1	760.6	62.5	200.7	1.1	437.3	35.6	23.4
18	18	Kraft Foods	Northfield, Ill.	1,508.0	1,426.7	5.7	425.5	1,082.5	499.8	55.6	0.9	476.8	13.1	36.3
19	31	Bank of America Corp.	Charlotte, N.C.	1,491.3	1,140.6	30.7	1,088.6	402.6	22.3	116.0	8.0	131.2	53.6	71.6
20	19	Nissan Motor Co.	Tokyo	1,422.9	1,407.4	1.1	469.6	953.3	193.2	38.8	16.3	653.0	18.0	34.0
21	21	Macy's	Cincinnati	1,389.7	1,362.9	2.0	372.0	1,017.7	87.3	609.7	2.2	236.0	71.3	11.1
22	24	Anheuser-Busch Cos.	St. Louis	1,354.1	1,279.1	5.9	879.4	474.6	38.2	11.1	36.8	341.3	36.9	10.2
23	22	Honda Motor Co.	Tokyo	1,326.5	1,351.2	-1.8	477.5	849.0	196.1	56.8	5.5	548.5	13.2	28.8
24	41	Viacom	New York	1,309.9	1,010.5	29.6	500.6	809.3	79.1	104.6	25.1	491.8	46.7	62.1
25	27	Berkshire Hathaway	Omaha, Neb.	1,308.3	1,194.3	9.5	536.4	771.9	102.1	29.5	23.3	444.9	146.3	25.9
26	23	PepsiCo	Purchase, N.Y.	1,308.3	1,323.8	-1.2	418.7	889.7	174.9	23.7	13.8	612.3	36.9	28.1
27	25	Nestle	Vevey, Switzerland	1,260.3	1,255.8	0.4	567.1	693.1	159.0	50.3	2.9	429.6	25.4	25.9
28	42	Pfizer	New York	1,252.9	1,006.5	24.5	501.2	751.7	225.2	33.3	1.2	456.6	11.3	24.2
29	20	News Corp.	New York	1,210.4	1,400.4	-13.6	363.1	847.3	78.2	168.1	20.1	334.0	120.9	126.0
30	29	Target Corp.	Minneapolis	1,186.2	1,161.4	2.1	455.6	730.7	107.9	159.6	8.9	371.7	15.1	67.4
31	28	J.C. Penney Co.	Plano, Texas	1,161.8	1,162.7	-0.1	686.4	475.4	71.4	159.7	0.3	186.1	36.1	21.8
32	34	McDonald's Corp.	Oak Brook, Ill.	1,150.1	1,083.9	6.1	341.3	808.7	51.3	4.5	45.7	601.6	78.5	27.2
33	26	Citigroup	New York	1,135.3	1,224.1	-7.3	684.4	450.9	157.7	52.4	5.7	207.0	8.1	19.9
34	32	U.S. Government	Washington	1,121.9	1,133.4	-1.0	471.2	650.7	126.6	29.7	8.5	378.4	49.3	58.2
35	33	Home Depot	Atlanta	1,119.6	1,119.6	0.0	542.9	576.7	64.0	97.2	1.8	282.9	117.3	13.5
36	35	Wal-Mart Stores	Bentonville, Ark.	1,102.5	1,073.7	2.7	549.8	552.7	114.3	31.9	1.2	304.9	56.8	43.6
37	48	Schering-Plough Corp.	Kenilworth, N.J.	1,092.0	883.6	23.6	589.7	502.3	54.4	6.0	0.0	426.7	6.1	9.1
38	37	Wyeth	Madison, N.J.	1,078.3	1,051.3	2.6	643.2	435.1	94.7	9.1	0.4	296.4	19.8	14.7
39	30	JPMorgan Chase & Co.	New York	1,073.9	1,156.5	-7.1	700.8	373.1	6.1	93.0	15.7	201.8	21.9	34.7
40	46	American Express Co.	New York	1,050.0	929.3	13.0	526.2	523.8	103.8	56.9	7.8	243.6	7.8	103.8
41	38	Yum Brands	Louisville, Ky.	1,004.4	1,039.9	-3.4	266.2	738.2	4.0	3.4	5.5	680.7	37.2	7.4
42	47	Microsoft Corp.	Redmond, Wash.	959.5	913.7	5.0	516.0	443.5	165.8	25.9	12.0	92.0	5.6	142.2
43	39	Estee Lauder Cos.	New York	956.1	1,031.4	-7.3	792.9	163.2	131.6	1.1	1.5	24.7	2.4	1.9
44	45	General Mills	Minneapolis	955.2	937.2	1.9	286.0	669.2	90.0	95.8	0.1	470.8	2.6	9.9
45	56	Kellogg Co.	Battle Creek, Mich.	871.5	765.2	13.9	309.3	562.2	142.1	9.4	3.2	384.7	1.2	21.5
46	59	Bayer	Leverkusen, Germany	860.8	683.4	26.0	387.4	473.5	102.5	16.1	0.9	330.6	18.0	5.3
47	43	Dell	Round Rock, Texas	843.4	984.0	-14.3	295.2	548.2	187.5	124.2	0.9	129.5	3.1	103.0
48	55	Kohl's Corp.	Menomonee Falls, Wis.	836.7	766.0	9.2	397.2	439.5	31.6	148.4	0.4	218.1	34.2	6.9
49	52	Deutsche Telekom	Bonn, Germany	831.3	815.2	2.0	224.4	606.8	3.2	152.3	8.3	393.9	17.2	32.1
50	54	IAC/InterActiveCorp	New York	806.1	792.4	1.7	313.8	492.3	19.5	3.7	1.4	133.9	19.5	314.4
51	58	Bristol-Myers Squibb Co.	New York	796.3	690.6	15.3	420.8	375.5	158.3	6.8	1.0	201.4	0.2	7.8
52	51	Hewlett-Packard Co.	Palo Alto, Calif.	786.6	828.9	-5.1	379.5	407.1	114.6	86.7	0.1	116.1	2.1	87.5
53	57	Coca-Cola Co.	Atlanta	776.8	755.1	2.9	365.7	411.1	59.8	12.1	27.4	255.4	26.3	30.1
54	70	Eli Lilly & Co.	Indianapolis	774.2	511.1	51.5	425.8	348.4	47.2	1.0	0.1	291.2	3.2	5.7
55	50	Lowe's Cos.	Mooresville, N.C.	757.1	838.8	-9.7	319.0	438.1	39.3	87.5	0.8	266.6	29.6	14.4
56	49	Capital One Financial Corp.	McLean, Va.	757.0	864.9	-12.5	475.4	281.5	6.1	5.3	0.5	181.9	8.1	79.6
57	40	Merck & Co.	Whitehouse Station, N.J.	751.8	1,024.2	-26.6	375.9	375.9	125.4	13.6	0.0	212.2	0.3	24.5
58	61	Mars Inc.	McLean, Va.	715.9	660.1	8.5	322.2	393.8	107.1	18.3	1.4	241.3	8.6	17.1
59	62	Nike	Beaverton, Ore.	702.9	654.2	7.4	518.9	184.0	86.2	1.4	3.9	83.3	0.7	8.5
60	36	AstraZeneca	London	697.4	1,066.5	-34.6	418.4	278.9	196.9	3.2	0.1	55.6	2.0	21.3
61	63	Comcast Corp.	Philadelphia	692.6	628.5	10.2	221.6	471.0	29.2	79.6	18.0	191.1	102.0	51.1
62	60	Clorox Co.	Oakland, Calif.	683.2	660.1	3.5	208.1	475.1	183.2	3.5	0.7	262.1	8.5	17.1
63	69	Campbell Soup Co.	Camden, N.J.	670.3	559.3	19.9	148.8	521.6	193.7	31.4	0.2	278.0	12.9	5.4
64	44	Novartis	Basel, Switzerland	665.6	950.8	-30.0	366.1	299.5	65.3	31.8	0.1	175.4	14.3	12.6
65	53	Hyundai Motor Co.	Seoul, South Korea	650.9	809.0	-19.5	208.3	442.6	74.8	5.0	2.6	343.0	7.3	9.9
66	77	Reckitt Benckiser	Slough, Berkshire, U.K.	601.3	471.6	27.5	132.3	469.0	43.0	67.3	0.0	357.2	0.4	1.0
67	67	Best Buy Co.	Richfield, Minn.	598.3	572.2	4.5	194.3	403.9	28.1	124.6	0.8	181.1	5.7	63.6
68	64	SC Johnson	Racine, Wis.	591.9	621.3	-4.7	177.6	414.3	18.3	67.4	0.0	320.8	4.2	3.5
69	66	Visa	San Francisco	580.6	580.5	0.0	188.4	392.2	105.0	21.7	3.6	222.7	18.4	20.7
70	68	IBM Corp.	Armonk, N.Y.	558.7	571.4	-2.2	348.0	210.7	93.8	10.2	6.3	74.2	1.6	24.5
71	74	Allstate Corp.	Northbrook, Ill.	536.8	500.8	7.2	166.4	370.4	40.3	18.9	12.0	236.6	49.3	13.3
72	71	Kroger Co.	Cincinnati	506.3	508.3	-0.4	364.8	141.4	0.7	64.4	8.7	32.3	34.7	0.7
73	171	Boehringer Ingelheim	Ingelheim, Germany	505.3	191.8	163.4	202.1	303.2	63.4	0.9	0.1	228.8	2.2	7.8
74	102	FMR Corp. (Fidelity Investments)	Boston	499.0	334.1	49.4	154.7	344.3	45.9	57.9	1.5	94.4	1.8	142.8
75	75	Sanofi-Aventis	Paris	493.1	490.8	0.5	246.5	246.5	113.3	1.8	0.1	122.4	0.2	8.7
76	89	Apple	Cupertino, Calif.	491.8	383.7	28.2	172.1	319.7	16.3	0.7	23.3	236.4	10.7	32.4
77	73	MasterCard	Purchase, N.Y.	488.7	500.9	-2.4	177.3	311.4	28.0	9.6	4.3	227.8	23.1	18.6
78	79	eBay	San Jose, Calif.	487.5	453.3	7.5	313.3	174.2	15.4	3.5	3.9	48.8	7.0	95.6
79	72	Safeway	Pleasanton, Calif.	473.7	507.7	-6.7	319.1	154.7	0.6	18.1	5.3	37.4	92.1	1.1
80	94	Progressive Corp.	Mayfield Village, Ohio	459.7	368.2	24.8	137.9	321.8	2.2	1.0	4.9	259.4	10.2	44.0
81	81	Washington Mutual	Seattle	445.0	443.0	0.5	271.9	173.1	0.9	53.7	9.7	55.6	23.9	29.3
82	97	State Farm Mutual Auto Insurance Co.	Bloomington, Ill.	431.2	360.7	19.5	112.1	319.1	11.7	15.3	21.5	213.9	15.5	41.2
83	83	Doctor's Associates	Milford, Conn.	425.7	425.5	0.1	63.9	361.8	0.7	2.3	4.8	324.8	25.5	3.8
84	85	Mattel	El Segundo, Calif.	424.6	415.8	2.1	204.7	219.9	13.5	5.1	0.2	197.9	1.1	2.2
85	103	Coty (JAB Investments)	New York	421.2	331.6	27.0	210.6	210.6	183.6	0.0	0.3	25.2	0.9	0.7
86	84	SABMiller	London	419.7	422.8	-0.7	188.9	230.9	18.6	1.4	13.6	174.5	19.1	3.7
87	90	Diageo	London	414.4	382.6	8.3	241.6	172.9	41.3	3.9	17.4	73.0	7.9	29.4
88	86	Circuit City Stores	Richmond, Va.	401.8	410.9	-2.2	134.2	267.6	0.6	107.1	0.0	109.8	2.2	47.9
89	82	Wendy's International	Dublin, Ohio	404.8	435.2	-7.0	100.1	304.7	8.9	0.6	4.4	261.6	20.6	8.6
90	76	Gap Inc.	San Francisco	394.2	489.4	-19.5	52.3	341.9	91.0	15.9	11.9	195.9	17.1	10.2
91	118	ConAgra Foods	Omaha, Neb.	384.9	298.2	29.1	148.2	236.7	60.5	30.5	1.2	133.1	7.4	4.1
92	87	Molson Coors Brewing Co.	Denver/Montreal	382.8	406.0	-5.7	197.1	185.7	2.0	1.2	25.8	140.6	13.7	2.3
93	96	Energizer Holdings	St. Louis	375.4	361.9	3.7	166.0	209.3	64.7	14.4	0.0	119.0	3.4	7.9
94	110	Philips Electronics	Amsterdam	365.0	309.8	17.8	241.2	123.8	47.3	2.3	0.0	49.5	5.1	19.6
95	99	Burger King Holdings	Miami	364.0	357.0	2.0	89.5	274.6	4.4	0.5	7.0	206.6	54.6	1.4
96	93	Alltel Corp.	Little Rock, Ark.	363.8	368.4	-1.2	172.1	191.7	0.0	37.5	4.6	135.7	4.3	9.6
97	152	Metro-Goldwyn-Mayer	Los Angeles	363.2	228.3	59.1	109.0	254.3	3.6	68.5	1.3	164.0	9.8	7.0
98	98	DirecTV Group	El Segundo, Calif.	356.4	359.7	-0.9	67.7	288.7	16.7	28.8	0.6	228.9	10.7	3.1
99	88	Wells Fargo & Co.	San Francisco	355.7	393.7	-9.6	271.5	84.2	6.7	15.0	7.3	17.7	19.4	18.1
100	112	Walgreen Co.	Deerfield, Ill.	355.4	306.4	16.0	120.1	235.3	23.8	89.4	0.1	95.8	18.3	7.9

100 LEADING NATIONAL ADVERTISERS