P&G still the big spender
P&G maintained its spot atop the rankings by TNS Media Intelligence in the first half of 2007, with 1,611.8 million in spending, up 1.8% from last year on the strength of an 11.7% increase during Q2. Telecommunication companies claimed three of the top ten spots. AT&T expenditures were off 12.5% to 1,100.2 million. GM slashed its budgets by over 100 million in Q2, marking the fifth consecutive quarter in which expenditures fell by at least 15%. It finished the half year with 958.9 million in spending, a 25.1% decline versus a year ago.
The Top 10 ad categories in the first half spent an aggregate 36.47 billion, down 0.5% from a year ago. Financial Services maintained its top position with 4.49 billion in expenditures, up 3.5%.
In Q2, an average hour of monitored prime time network programming contained 8 minutes, 4 seconds (8:04) of in-show Brand Appearances and 17:25 of commercial messages. The combined total of 25:29 of marketing content represents 42% of a prime-time hour. Unscripted reality programming had an average of 11:52 per hour of Brand Appearances as compared to just 5:34 per hour for scripted programs such as sitcoms and dramas. Late night network talk shows had even higher levels, averaging 14:12 per hour. The combined load of Brand Appearances and ad messages in these shows reached 35:55 per hour, or 60% of total content time.
Top Ten Advertisers:
First Half 2007 vs. First Half 20061
COMPANY
|
Jan - June 2007 ($Millions)
|
Jan - June 2006 ($Millions)
|
% Change
|
PROCTER & GAMBLE CO
|
$1,611.8
|
$1,583.6
|
1.8%
|
AT&T INC
|
$1,100.2
|
$1,257.0
|
-12.5%
|
VERIZON COMMUNICATIONS INC
|
$1,041.1
|
$956.7
|
8.8%
|
GENERAL MOTORS CORP
|
$958.9
|
$1,280.4
|
-25.1%
|
FORD MOTOR CO
|
$864.9
|
$841.9
|
2.7%
|
TIME WARNER INC
|
$793.3
|
$861.4
|
-7.9%
|
JOHNSON & JOHNSON
|
$725.9
|
$798.4
|
-9.1%
|
SPRINT NEXTEL CORP
|
$689.2
|
$607.0
|
13.5%
|
WALT DISNEY CO
|
$663.8
|
$681.7
|
-2.6%
|
NATIONAL AMUSEMENTS INC
|
$589.8
|
$376.9
|
56.5%
|
TOTAL
|
$9,039.0
|
$9,245.0
|
-2.2%
|
Source: TNS Media Intelligence
Top Ten Advertising Categories:
First Half 2007 vs. First Half 2006
CATEGORY
|
Jan - June 2007 ($Millions)
|
Jan - June 2006 ($Millions)
|
% Change
|
FINANCIAL SERVICES
|
$4,493.5
|
$4,339.7
|
3.50%
|
TELECOM
|
$4,460.4
|
$4,760.3
|
-6.30%
|
LOCAL SERVICES & AMUSEMENTS
|
$4,367.2
|
$4,277.7
|
2.10%
|
AUTO, NON-DOMESTIC
|
$3,924.5
|
$4,181.6
|
-6.10%
|
MISC RETAIL1
|
$3,639.5
|
$3,631.0
|
0.20%
|
DIRECT RESPONSE
|
$3,544.2
|
$3,184.3
|
11.30%
|
AUTO, DOMESTIC
|
$3,389.2
|
$3,799.7
|
-10.80%
|
PERSONAL CARE PDTS
|
$3,122.7
|
$2,925.5
|
6.70%
|
TRAVEL & TOURISM
|
$2,847.5
|
$2,880.9
|
-1.20%
|
RESTAURANTS
|
$2,684.1
|
$2,662.7
|
0.80%
|
TOTAL
|
$36,472.8
|
$36,643.3
|
-0.50%
|
Source: TNS Media Intelligence
Note: Figures do not include FSI or PSA activity. The sum of the individual categories may differ from the total due to rounding.
1 Misc Retail does not include these retail segments: Department Stores, Food Stores; Home Furnishing & Appliance Stores
1 Figures do not include FSI, House Ads or PSA activity.
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