General Motors tops Adage list of Top 100 advertisers, AOL is No 2

NEW YORK: Detroit based auto behemoth General Motors has maintained its leading position as numero uno advertiser in the United States. The recently released annual adage study on the Top 100 advertisers in the US says that the company spent $3,652 million (up 8.5 per cent) in 2002.


In the Adage Top 100 list, General Motors is followed by AOL Time Warner ($2,923 million); Procter & Gamble ($2,673 million); Pzifer ($2,566 million) and Ford Motor Company ($2,252 million). In fact, Pzifer increased its spend by 10.1 per cent over 2001 in order to dethrone Ford from the fourth position (in 2001) - Ford decreased spends by 4.5 per cent.

Apart from AOL Time Warner, another entertainment company Walt Disney spent $1,803 million and is ranked in the seventh spot. FMCG behemoth Unilever is ranked tenth with a spend of $1,640 million whereas Johnson & Johnson is ranked eight with $1,799 million.

The other media companies in the list are Sony Corp. (11) with $1,621 million, Viacom (16) $ 1,260 million, News Corp. (43) $716 million, Vivendi Universal (54) $591 million and General Electric (55) with $579 million.

The 100 leading American advertisers are selected from the 250 largest US advertisers based on measured media spending in 2002. That group is pared to 100 after estimated unmeasured expenditures are added.

Measured media advertising is the spending in 14 national consumer media monitored by TNS Media Intelligence/CMR and Yellow Pages from Yellow Pages Integrated Media Association.

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