Advert Age Datacenter produced the 66th annual Advert Age Main Nationwide Advertisers report. Advert Age printed the report online July 12, 2021. A portion of the report appeared in Advert Age Main Nationwide Advertisers 2021 Government Abstract, included with Advert Age’s July 12, 2021, print version and downloadable at AdAge.com/LNA2021-executive-summary.

Advert Age Datacenter subscribers have unique entry to the entire report at AdAge.com/lna2021. Unique on-line content material contains:

  • Ad Age Marketer Trees 2021, a database with advert spending, manufacturers, profiles, executives and company rosters for the nation’s 100 greatest advertisers    
  • Expanded tables, downloadable in Excel. Tables embrace 200 Main Nationwide Advertisers, 200 most-advertised manufacturers, greatest advert spenders by medium and largest advert spending classes

 

 

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Copyright, phrases and situations

© Copyright 2021 Crain Communications Inc. The information and data introduced is the property of Crain and others and is protected by copyright and different mental property legal guidelines. For private, non-commercial use solely, which have to be in accordance with Advert Age’s Phrases and Situations at AdAge.com/terms. Archiving, replica, re-distribution or different makes use of are prohibited. For licensing preparations, please contact [email protected].

 

 

About Advert Age Marketer Timber 2021

Ad Age Datacenter produced Advert Age Marketer Timber 2021 as a database with advert spending, manufacturers, profiles, executives and company rosters for the 100 greatest U.S. advertisers. Advert Age Datacenter contacted advertisers and their companies in Could, June and July 2021 to verify and replace info on executives and company assignments.

Replace us on companies and executives, and report database errors:
[email protected]

In regards to the rating

The Advert Age Main Nationwide Advertisers 2021 report ranks entrepreneurs by whole U.S. promoting spending as estimated by Advert Age Datacenter.

Complete U.S. advert spending estimates come from a top-down evaluation of an organization’s spending on promoting primarily based on disclosures in monetary filings, firm experiences and business benchmarking. Advert Age weights an organization’s reported worldwide advert prices to mirror a U.S.-only proportion. Advert Age estimates spending for firms that do not publicly disclose advert spending.

Complete U.S. advert spending encompasses promoting, advertising and marketing companies (together with promotion and direct advertising and marketing) and digital advertising and marketing (together with social media).

Advert Age has primarily based its Main Nationwide Advertisers rankings on a broad definition of promoting and promotion because the report debuted in 1956. The primary report known as the rating “a rigorously thought-about evaluation of whole promoting and promotional expenditures for every of those big advertisers.”

From the report’s launch via the 2016 report, Advert Age outlined whole U.S. advert spending because the sum of measured-media spending and unmeasured spending.

Basically, unmeasured spending was the distinction between an organization’s measured-media spending (from Kantar) and its whole U.S. promoting and promotion prices (both reported by the corporate or estimated by Advert Age Datacenter).

Beginning with the 2017 report (200 Leading National Advertisers 2017), Advert Age eradicated the calculation of unmeasured spending.

Complete U.S. advert spending now could be primarily based on Advert Age’s top-down evaluation of an organization’s estimated spending. Complete U.S. advert spending is decrease in some circumstances than U.S. measured-media spending, which comes from Kantar’s bottom-up tally of spending in measured media primarily based on price card, common pricing information provided by media sellers and different elements. Main advertisers in lots of circumstances get important reductions off price playing cards. Not all advertisers pay the identical price.

This report’s figures for 2020 and 2019 mirror information collected and/or adjusted in 2021, so 2019 advert spending and rankings for an organization and its manufacturers could also be completely different from the 2019 figures that appeared within the July 2020 report (LNA 2020). Advert Age Datacenter modified its advert spending mannequin for some entrepreneurs within the June 2021 report.

Measured-media

Along with whole U.S. advert spending, the Ad Age Leading National Advertisers 2021 report reveals measured-media spending.

Measured-media spending for this report contains advert spending in 19 media. It consists of 19 media tracked by Kantar in its Stradegy product.

Extra data: kantar.com/media.

Measured media embrace:

TV

  • Broadcast community TV
  • Cable TV networks
  • Spanish-language community TV
  • Spot TV
  • Syndicated TV

 

 

Digital

  • Desktop web show 
  • Desktop search

 

 

Journal

  • Enterprise-to-business journal
  • Client journal
  • Native journal
  • Spanish-language journal
  • Sunday journal

 

 

Newspaper

  • Native newspaper 
  • Nationwide newspaper 
  • Spanish-language newspaper
  • Free-standing inserts

 

 

Radio

  • Native radio
  • Nationwide spot radio
  • Community radio

 

 

Outside and cinema

  • Cinema (included for combination U.S. measured-media spending; not included in measured-media spending for particular person firms in 200 Main Nationwide Advertisers)   
  • Outside

 

 

Mergers and joint ventures

Manufacturers and firms {that a} Main Nationwide Advertiser had as of July 2021 purchased or divested are typically handled professional forma on this report as if accomplished offers had occurred at the start of the corporate’s earlier fiscal 12 months (2019). Media spending for these manufacturers or items typically is folded into or faraway from the corporate for 2 consecutive years (2019 and 2020).

An Advert Age Main Nationwide Advertiser should personal greater than 50 p.c of a product or unit for that product or unit’s advert spending to be consolidated with the corporate on this report.

Advert Age treats joint ventures with 50/50 possession as stand-alone ventures except in any other case famous.

 

 

Manufacturers

Advert Age Datacenter decided the 200 greatest U.S. manufacturers—the nation’s 200 most-advertised manufacturers—by aggregating measured-media spending for all services or products that fell below that model. For instance, Advert Age mixed Miller Lite, Miller Real Draft and Miller Excessive Life below the Miller model.

 

 

Class totals

Advert Age aggregated Kantar class classifications as follows (not comprehensively):

  • Attire: ready-to-wear, underclothing and hosiery, jewellery, equipment, footwear.
  • Direct-response promoting: direct-response promoting in all classifications.
  • Meals, drinks and sweet: drinks, confectionery and snacks, dairy, produce, meat and bakery items, ready meals, components, mixes and seasonings.  
  • Dwelling furnishings, home equipment and electronics: family furnishings and equipment, constructing supplies, tools and fixtures, home equipment, electronics.   
  • Medicines and cures: pharmaceutical companies, medicines and proprietary cures, health, eyeglasses, medical tools. 
  • Films, recorded video and music: DVDs.
  • Retail: low cost division and selection shops, malls, retail, procuring facilities and catalog showrooms.