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.
|
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 |
$9,245.0 |
-2.2% |
|
CATEGORY |
Jan – June 2007 ($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% |
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.
