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Who spent how much on what last December?

Part 4: Big spenders 5-8

CMR/TNS Media Intelligence's number crunch on the top 20 national advertisers during last year's holiday month (December) included eleven media categories. We've already identified the top 20 advertisers (RBR Daily Morning Epaper, 10/31) and how much was spent over all in each of the 11 categories (RBR Daily Morning Epaper, 11/1). All this week, we will look at the top 20 media use breakdown, four companies at a time.

Advertiser #5: Cingular Wireless
Category Amount (000) Pct.
Total spent $40,775.2 100.0
1 Newspapers $15,803.5 38.8
2 Network television $8,988.0 22.0
3 Spot television $7,418.9 18.2
4 National spot radio $5,088.2 12.5
5 Cable TV networks $2,860.3 7.0
6 Outdoor $349.4 0.9
7 National newspapers $147.4 0.4
8 Magazines $118.4 0.3
9 Syndicated television $1.1 0.0

Not used: Sunday magazines, Network radio
Source: CMR/TNS Media Intelligence

Advertiser #6: America Online Internet Svcs.
Category Amount (000) Pct.
Total spent $36,120.4 100.0
1 Cable TV networks $17,345.6 48.0
2 Network television $13,159.8 36.4
3 Syndicated television $3,105.6 8.6
4 Magazines $1,627.0 4.5
5 Spot television $658.3 1.8
6 National spot radio $194.4 0.5
7 Newspapers $29.7 0.1

Not used: Sunday magazines, National newspapers, Outdoor, Network radio. Source: CMR/TNS Media Intelligence

Advertiser #7: Sprint PCS Digital
Category Amount (000) Pct.
Total spent $35,024.2 100.0
1 Network television $24,408.4 69.7
2 Spot television $7,025.4 20.1
3 Cable TV networks $1,634.8 4.7
4 National spot radio $1,367.8 3.9
5 National newspapers $299.2 0.9
6 Outdoor $178.9 0.5
7 Magazines $90.5 0.3
8 Syndicated television $19.2 0.1

Not used: Sunday magazines, Newspapers, Network radio
Source: CMR/TNS Media Intelligence

Advertiser #8: Macy's Department
Category Amount (000) Pct.
Total spent $34,105.8 100.0
1 Newspapers $30,275.8 88.8
2 Spot television $3,259.2 9.6
3 National newspapers $570.8 1.7


Not used: Magazines, Sunday magazines, Outdoor, Network television, Syndicated television, Cable TV networks, Network radio, National spot radio. Source: CMR/TNS Media Intelligence



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