The Brand Wars: Who Spends How Much

WHICH U.S. BRANDS ARE SPENDING THE MOST ON ADVERTISING? TOP U.S. AD SPENDERS How much are U.S. companies spending to boost their brand? Below are the top ten U.S. advertising spenders, based on their advertising expenditure in all media - from television to the Internet. PROCTOR & GAMBLE CO. Marketing its cleaning and personal care products in more than 180 countries, Procter & Gamble is the nation's and world's largest advertiser. In 2009, P&G spent $4,188.9 million in all media, effectively topping Advertising Age's 2010 list for leading ad spenders. Verizon Communications is the nation's largest wireless service provider based on number of customers. 4.18 BILLION General Motors Corp. emerged from their bankruptcy last summer in 2009 and spent a total of $2214.9 million in advertising, landing them fourth place on the list. Most of their budget was VERIZON COMMUNICATIONS 3.02 BILLION AT&T used on their four core brands: Chevrolet, Cadillac, Buick and GMC. 2.79 BILLION GENERAL MOTORS CO. PFIZER 2.10 BILLION 2.22 BILLION JOHNSON & JOHNSON WALT DISNEY CO. 2.06 BILLION 2 BILLION TIME WARNER L'OREAL KRAFT FOODS 1.75 BILLION 1.85 BILLION 1.83 BILLION A LOOK AT MEGABRANDS Coupled with consumer conservatism, the down economy has inspired companies to craft strategies that emphasize fewer but more reputable brands, while extending those household names across different product categories. Here's a look at advertising spend by megabrands and how they are economized to grow franchises. 500M + 250M - 499M 100M - 249M LESS THAN 100M PROCTER & GAMBLE CO. VERIZON COMMUNICATIONS GENERAL MOTORS CO. OLAY 342M VERIZON 2.24B CHEVROLET 923M COVERGIRL 205M CADILLAC 354M GILLETTE 186M AT&T GMC 331M PANTENE 159M AT&T 1.90B TIDE 134M GENERAL MOTORS 195M BUICK 143M Health and consumer-care company, Johnson & Johnson spent a total of $2060.9 million on all| media, while designating $678,260 of their budget on their top megabrands. Leading brands include: Neutrogena, Tylenol, Zyrtec, Aveeno and Listerine. PFIZER JOHNSON & JOHNSON WALT DISNEY CO. LIPITOR 247M NEUTROGENA 166M WALT DISNEY PICTURES 394M LYRICA 161M TYLENOL 163M DISNEY 203M CHANTIX 152M ZYRTEC 134M DISNEY VIDEO 176M VIAGRA 128M AVEENO 133M ABC 127M PRISTIQ 124M ESPN 93M TIME WARNER CO. L'OREAL KRAFT FOODS WARNER BROTHERS MOVIES KRAFT 144M L'OREAL PARIS 350M 727M OSCAR MEYER 110M TIME WARNER VIDEO GARNIER 172M 100M CRYSTAL LIGHT 48M MAYBELLINE NEW YORK 156M TRIDENT 42M НВО 7ОМ RITZ 38M TNT 57M LANCOME 50M SPORTS ILLUSTRATED 28M RALPH LAUREN / POLO 35M A major food marketer based in Chicago, Kraft Foods rounds out the top ten. Their top two profit-makers are Kraft and Oscar Mayer, which used up $144,137 and $109,669 respectively. AKISSmetrics SOURCES: ADAGE.COM | NYTIMES.COM | WASHINGTONEXAMINER.COM