During the first nine months of 2007, the top 10 advertisers spent a combined total of $13.3 bln in measured media, a reduction of 2.3% from in 2006. The pace of spending for this select group picked up in Q3 2007, advancing by 3.1%. Extending outwards to the top 50 marketers, a more diversified group representing one-third of the measured ad economy, expenditures were down 2.2% year-to-date, to $34.3 bln. Outside the top 50, the segment which has been principally responsible for industry growth in recent years, spending rose 1.4% versus in 2006. Procter & Gamble maintained its position as the largest advertiser with $2,466.5 mln in spending, up 1.3% from in 2006. General Motors had the largest reduction among the top ten as its expenditures fell 18.0% to $1,425.8 bln. However, Q3 2007 spending was up 2.0% versus in 2006, the first quarterly increase for the automaker in over two years.
Telecommunication companies kept their grip on three of the top ten spots. AT&T expenditures were off 5.1% to $1,663.4 mln. The reductions were mostly in corporate promotion messaging as opposed to branded product campaigns. Higher spending behind core wireless businesses helped lift the total outlays at Verizon Communications (up 5.8%, to $1,514.1 mln) and Sprint Nextel (up 12.4%, to $997.8 mln). On the other side of the ledger, top diversified media companies each trimmed their measured ad spending. At Time Warner, scaled-back marketing support for the America On Line ISP service more than offset increased budgets at the movie studios. Total expenditures contracted by 2.2%, to $1,197.9 mln. Spending at Walt Disney fell by 6.0%, to $948.4 mln and at News Corp. by 5.7% to $851.7 mln on lower levels of advertising for their TV networks and motion picture releases.
| Top Ten US Advertisers: Q1-Q3 2007 vs. Q1-Q3 2006, mln. | |||
| COMPANY | Q1-Q3 2007 | Q1-Q3 2006 | Growth |
| PROCTER & GAMBLE | $2,466.5 | $2,435.8 | 1.3% |
| AT&T INC | $1,663.4 | $1,752.7 | -5.1% |
| VERIZON | $1,514.1 | $1,430.5 | 5.8% |
| GENERAL MOTORS | $1,425.8 | $1,738.1 | -18.0% |
| FORD MOTOR CO | $1,221.7 | $1,186.6 | 3.0% |
| TIME WARNER INC | $1,197.9 | $1,224.6 | -2.2% |
| JOHNSON & JOHNSON | $1,020.2 | $1,055.8 | -3.4% |
| SPRINT NEXTEL | $997.8 | $887.7 | 12.4% |
| WALT DISNEY CO | $948.4 | $1,008.5 | -6.0% |
| NEWS CORP | $851.7 | $903.4 | -5.7% |
| TOTAL | $13,307.6 | $13,623.7 | -2.3% |
| Source: TNS Media Intelligence | |||