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

Notes: Dollars are in millions. 2001 rankings represent data compiled in 2003. Measured media from TNS Media Intelligence/CMR and Yellow Pages Integrated Media Association. Consumer magazine includes Sunday magazine; newspaper includes national newspapers; TV includes network TV, spot TV, syndicated TV and cable TV networks; radio includes network radio and national spot radio. *Burger King Corp. rather than Texas Pacific Group, its new parent as of 2003, is profiled in this report.

Methodology
The 100 leading National Advertisers are selected from the 250 largest national advertisers based on measured U.S. media spending in 2002. That group is pared to 100 after unmeasured expenditure estimates are added.
Measured media advertising is ad spending in 14 national consumer media monitored by TNS Media Intelligence/CMR and Yellow Pages from Yellow Pages Integrated Media Association.
Measured Media: TNSMI/CMR measures ads in 140-plus newspapers in 60 of the nation’s top markets and monitors space in national newspapers The Wall Street Journal, USA Today and The New York Times. PIB/TNSMI/CMR Magazines measures ads in the 230-plus consumer magazines and Sunday magazines. TNSMI/CMR data include revenue in more than 300 outdoor plant operator markets, and revenue generated by network TV spots on ABC, CBS, NBC, Fox, WB, UPN and Pax TV, and spot TV on 575-plus stations in the top 100 U.S. markets. TNSMI/CMR tracks spending on more than 180 syndicated TV programs per month , 37 cable TV networks and four radio networks and spot radio spending from 4,000 stations in more than 225 markets. TNSMI/CMR tracks advertising on 2,500 Internet Web sites.
Unmeasured spending is an AA estimate and includes direct mail, sales promotion, co-op spending, couponing, catalogs, business and farm publications and special events. Unmeasured is the difference between a company’s reported or estimated ad costs and its measured media.
A company’s reported ad costs, typically worldwide, are found generally in public documents and are weighted by Ad Age to reflect a U.S.-only percentage. Unmeasured for private companies is modeled to the unmeasured ratios of their publicly-held direct competitors.
Each top 100 company is profiled in a PDF file that can be downloaded from AdAge.com QwikFIND aao76f. Profiles include the most recent fiscal-year financial returns, a company’s megabrands that generated $10 million-plus in media advertising in 2002, 14-media breakouts for the company’s ad spending, corporate contacts, leading marketing personnel by division on which contact information is provided, the brands those executives cover, agencies and account personnel on major brands.
Staff for this report:Kevin Brown, R. Craig Endicott, Scott MacDonald, Christopher Miller, Philip Montgomery-Fleming, Stephanie Pfeffer, Mark Schumann, Jennie Sierra and Mike Ryan.