Part 1 - Advertising Age

22nd Annual

GLOBAL MARKETERS PART 1: Global ad spending by marketer

Published December 8, 2008 This document, and information contained therein, is the copyrighted property of Crain Communications Inc. and The Ad Age Group (© Copyright 2008) and is for your personal, non-commercial use only. You may not reproduce, display on a website, distribute, sell or republish this document, or the information contained therein, without prior written consent of The Ad Age Group. Additional copies of this report are available for download on AdAge.com in the DataCenter.

GLOBAL MARKETERS

Decemeber 8, 2007 | Advertising Age | 2

GM falls out of top 3 global spenders L’Oréal passes carmaker, moves in behind solid No.1 P&G,Unilever By LAUREL WENTZ [email protected]

after many years as one of the top three global marketers, General Motors Corp. dropped to No. 4 based on 2007 ad spending, behind perennial leaders Procter & Gamble Co. and Unilever, as well as newly elevated L’Oréal, according to Ad Age’s 22nd-annual Global Marketers report, which covers 86 countries. In 2007, General Motors was the only one of the top 10 Global Marketers to cut ad spending, by 0.9% to $3.3 billion. Just 21 of Ad Age’s Top 100 Global Marketers spent less in 2007 than in the previous year. The Top 100 as a whole spent $107.64 billion on measured media, an increase of 8% from 2006, although the U.S. was flat. U.S. spending was down 0.1% to $46.61 billion. (The high growth rate for spending outside the U.S. was partly due to appreciation of foreign currencies against the downtrodden dollar; the euro, for instance, was up 9.3% in 2007.) Of course, that’s likely to change dramatically in the next couple of years as

ad-spending growth skids in a worldwide recession. In a forecast out Dec. 8, Group M is predicting that 2008 ad spending will rise 0.3% in the U.S. and worldwide growth will slow to 2.6%. And the outlook for 2009 is bleak. Group M is forecasting a 3.2% decline in U.S. ad spending—a loss of $5.2 billion ad dollars—and a 0.2% fall for worldwide ad spending next year. Prospects for other major markets also look grim. In early 2008, Group M hoped for 3% growth in U.K. ad spending next year, but the company’s new global forecast slashes U.K. ad spending in 2009 by an estimated 5.6%, or $1.2 billion. For 2008, the group expects a 3% drop in the U.K. If anything is certain in a turbulent economy, it’s that Procter & Gamble will continue to be the world’s biggest global advertiser. The company’s global spending is almost twice as much as No. 2 Unilever’s—$9.36 billion compared with $5.3 billion in 2007. More than half of P&G’s advertising budget is invested outside the U.S., with Europe getting the most ad dollars: $3.11 billion, not far behind P&G’s U.S. spending of $3.7 billion in 2007. P&G also spent $1.94 billion See Top 100 on Page 3

hotdate? AD AGE INDUSTRY EVENTS IS THE PLACE FOR EVERY MARKETING, AGENCY AND MEDIA EVENT THAT MATTERS. Keep your finger on the pulse. Once upon a time it was easy to track all the industry events you’d need to succeed. But as business evolves, merges and melds into exotic new platforms, partnerships and paths, today’s event landscape can be difficult to navigate. And since none of us can afford to miss even a beat, there’s Industry Events at AdAge.com.

All together now. AdAge.com/Events is your go-to site for every conference, luncheon, forum, expo, summit, meeting, workshop, seminar, banquet, trade show, awards show and roadshow worth attending.

Get what you need. So whether you’re simply trying to keep your calendar on point, or interested in featuring your own event, AdAge.com/Events is the place to keep abreast of the great and powerful Ad Age Nation.

AdAge.com/Events. Because if you’re not up-to-date... you’re down for the count.

INDUSTRYEVENTS For advertising information contact Karen Gaul at 212•210•0159 or via email at [email protected]

GLOBAL MARKETERS

Top 100 From Page 2 in Asia and $251 million in Latin America. The Top 100 spent 43.3% of their measured-media budgets in the U.S. in 2007. In part, that reflects that the U.S. is the home market for 48 of the Top 100 Global Marketers, up from 46 last year. Another 14 companies in the ranking are based in Japan, followed by Germany (10), France (9), the U.K. (6) and Korea (4). One marketer has changed nationalities: Following the acquisition of Anheuser-Busch Cos. by Belgian brewer InBev, Anheuser-Busch InBev is based in Leuven, Belgium. An ad budget of $300 million was the cutoff for inclusion in the Top 100 Global Marketers ranking, though several

December 8, 2008 | Advertising Age | 3

American companies, such as AT&T, Verizon and Sprint, spent more than $1 billion but didn’t make the list because their spending was almost entirely in the U.S. (A marketer had to report media spending on at least three continents to qualify as “global,” regardless of its headquarters.) Other American companies are expanding their global footprints. EBay made a first-time appearance in the ranking, at No. 100, after ramping up its ad budget, including an 82% jump in U.K. spending. Five other marketers were added to the Top 100 list this year: U.S. companies Avon Products, Sara Lee Corp. and Eli Lilly & Co.; Japan’s Mitsubishi Motors Corp.; and German pharmaceutical group Boehringer Ingelheim, which boosted its U.S. ad spending $42 million after acquiring the Zantac brand.

CONTENTS Top 100 global marketers by media spending . . . . . . . . . . . . . . .4 Top 100 marketers’ spending by category . . . . . . . . . . . . . . . . . .7 Top 100 marketers’ spending by region . . . . . . . . . . . . . . . . . . . .7 Methodology for global marketers . . . . . . . . . . . . . . . . . . . . . . .7 Top 10 marketers in 86 countries by region . . . . . . . . . . . . .8-15 Africa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Asia, Australia and New Zealand . . . . . . . . . . . . . . . . . . . . . . .9 Europe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Latin America . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Middle East . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Canada and the U.S. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

jobs á la mode. You’re very, very good, but not very happy; you’re sometimes happy, but always broke; you’re looking, but not finding; finding, but not interested. Meanwhile, world-wide staffing is on the rise, killer companies are in competition for hires and star-seeking employers are hungrier than ever. How does one navigate this window of opportunity? Welcome to TalentWorks at AdAge.com. AdAge.com/TalentWorks is the premier crossroads for top advertising, marketing and media talent — and the HR professionals trying to bring them on board. Torn from the pages of our weekly publication, AdAge.com/TalentWorks — the on-line version — is an effervescent, all-inclusive, interactive jobs boutique featuring leads, perspective, expertise and advice. And we are very much open for business. So whether you’re looking to climb, or looking to hire, the King of All Advertising Industry Media is also the place to grab your piece of the pie. AdAge.com/TalentWorks. Brand new jobs. With a cherry on top.

For advertising information contact Greg Altieri at 212•210•0752 or via email at [email protected]


GLOBAL MARKETERS: Top 100

TOP 100 GLOBAL MARKETERS Ranked by total worldwide measured ad spending from Nielsen, TNS, Ibope, PARC, Steadman, Sigma and others RANK 2007 2006 ADVERTISER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33

1 2 5 3 4 6 7 10 12 11 9 21 8 16 14 13 17 18 20 15 19 22 28 26 23 25 24 31 33 37 29 34 40

Procter & Gamble Co. Unilever L’Oreal General Motors Corp. Toyota Motor Corp. Ford Motor Co. Johnson & Johnson Nestle Coca-Cola Co. Honda Motor Co. Time Warner Reckitt Benckiser Sony Corp. Kraft Foods Nissan Motor Co. GlaxoSmithKline McDonald’s Corp. Volkswagen Mars Inc. Walt Disney Co. PepsiCo Chrysler Danone Group PSA Peugeot Citroen General Electric Co. Yum Brands News Corp. Maxingvest1 Kellogg Co. Viacom Panasonic Corp. Colgate-Palmolive Co. Henkel

HEADQUARTERS Cincinnati London/Rotterdam Clichy, France Detroit Toyota City, Japan Dearborn, Mich. New Brunswick, N.J. Vevey, Switzerland Atlanta Tokyo New York Slough, Berkshire, U.K. Tokyo Northfield, Ill. Tokyo Brentford, Middlesex, U.K. Oak Brook, Ill. Wolfsburg, Germany McLean, Va. Burbank, Calif. Purchase, N.Y. Auburn Hills, Mich. Paris Paris Fairfield, Conn. Louisville, Ky. New York Hamburg, Germany Battle Creek, Mich. New York Kadoma, Japan New York Duesseldorf

WORLDWIDE ADVERTISING SPENDING 2007 2006 % CHG

U.S. MEASURED MEDIA SPENDING 2007 2006 % CHG

$9,358 5,295 3,426 3,345 3,202 2,902 2,361 2,181 2,177 2,047 2,022 1,983 1,886 1,853 1,826 1,802 1,740 1,729 1,708 1,677 1,553 1,319 1,306 1,292 1,277 1,238 1,144 1,076 1,054 1,002 999 994 993

$3,700 910 782 2,062 1,072 1,653 1,421 693 411 849 1,738 469 973 1,083 953 1,187 809 201 570 1,387 890 1,148 100 0 1,057 738 847 113 562 809 66 139 69

$8,419 4,535 3,060 3,375 3,129 2,778 2,192 2,046 1,909 1,957 2,048 1,487 2,080 1,682 1,770 1,821 1,609 1,585 1,561 1,709 1,583 1,373 1,088 1,132 1,318 1,153 1,309 925 876 806 946 838 778

11.2 16.7 12.0 -0.9 2.3 4.4 7.7 6.6 14.0 4.6 -1.3 33.4 -9.3 10.2 3.2 -1.0 8.2 9.1 9.4 -1.9 -1.9 -3.9 20.0 14.2 -3.1 7.3 -12.6 16.3 20.4 24.3 5.5 18.6 27.6

$3,516 848 754 2,208 1,203 1,701 1,417 691 497 878 1,829 368 1,121 999 943 1,327 777 302 555 1,426 966 1,245 80 0 1,131 749 980 82 495 707 110 152 68

5.2 7.3 3.8 -6.6 -10.8 -2.8 0.3 0.4 -17.2 -3.3 -5.0 27.5 -13.2 8.4 1.1 -10.6 4.1 -33.4 2.7 -2.7 -7.9 -7.8 24.8 NA -6.6 -1.4 -13.6 38.4 13.6 14.4 -40.4 -8.0 0.7

SPENDING BY MAJOR REGION IN 2007* ASIA EUROPE LATIN AMERICA $1,943 1,504 393 79 1,221 118 317 236 538 926 8 200 248 25 396 126 317 101 210 30 193 23 56 30 22 323 40 118 49 27 830 338 40

$3,113 2,285 2,048 926 735 895 486 1,091 999 197 210 1,172 548 643 361 390 509 1,309 843 212 283 68 993 1,190 163 70 220 792 345 127 83 314 869

$251 397 88 114 55 108 54 102 131 18 33 70 40 43 43 59 32 67 23 10 110 30 131 56 1 26 11 26 49 3 2 169 9

Note: Figures are in millions of U.S. dollars and are AA DataCenter estimates. 2006 rankings are based on data collected in 2008. Measured media in the U.S. include magazines, Sunday magazines, newspapers, national newspapers, outdoor, spot TV, network TV, syndicated TV, cable TV networks, local radio, network radio, national spot radio, Spanish-language media and internet from TNS Media Intelligence found in the 100 Leading National Advertisers Special Report (AA, June 23). Outside the U.S., sources vary and are presented with each country chart beginning on Page 8. *Media spending in Canada, the Middle East and Africa are not broken out but are included in advertiser worldwide totals. 1) Tchibo Holding, which owns German coffee marketer Tchibo and controls personal-care marketer Beiersdorf, in July 2007 changed its name to Maxingvest.



TOP 100 GLOBAL MARKETERS Ranked by total worldwide measured ad spending from Nielsen, TNS, Ibope, PARC, Steadman, Sigma and others RANK 2007 2006 ADVERTISER 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67

35 45 39 32 38 30 42 36 27 52 50 44 54 53 47 51 46 57 65 49 43 48 41 60 56 66 62 69 71 81 58 68 73 61

HEADQUARTERS

Pfizer New York Vodafone Newbury, U.K. France Telecom Paris Sears Holdings Corp. Hoffman Estates, Ill. Renault Boulogne-Billancourt, France Hyundai Motor Co. Seoul SC Johnson Racine, Wis. Anheuser-Busch InBev Leuven, Belgium Dell Round Rock, Texas Ferrero Pino Torinese, Italy Bayer Leverkusen, Germany Canon Tokyo Daimler Auburn Hills, Mich./Stuttgart, Germ General Mills Minneapolis Wal-Mart Stores Bentonville, Ark. Vivendi Paris Kao Corp. Tokyo Telefonica Madrid Metro Group Duesseldorf Samsung Group Seoul American International Group New York Microsoft Corp. Redmond, Wash. Hewlett-Packard Co. Palo Alto, Calif. Fiat Turin, Italy Wyeth Madison, N.J. Citigroup New York Suzuki Motor Co. Hamamatsu, Japan LVMH Moet Hennessy Louis Vuitton Paris Campbell Soup Co. Camden, N.J. IAC/InterActiveCorp New York American Express Co. New York BMW Munich, Germany Schering-Plough Corp. Kenilworth, N.J. Mazda Motor Corp. Hiroshima, Japan

Note: Figures are in millions of U.S. dollars and are AA DataCenter estimates. See footnotes, Page 4.

WORLDWIDE ADVERTISING SPENDING 2007 2006 % CHG $918 913 897 893 873 848 843 829 824 820 780 760 748 741 734 729 719 700 667 656 654 628 624 613 610 602 586 584 581 570 565 554 550 548

$823 728 785 908 802 930 750 821 1,114 657 663 738 636 641 690 663 716 574 528 665 744 668 755 550 599 527 544 476 456 381 564 486 446 548

11.6 25.4 14.2 -1.6 8.9 -8.7 12.4 1.0 -26.0 24.9 17.6 2.9 17.6 15.5 6.4 10.0 0.4 21.9 26.3 -1.5 -12.1 -6.0 -17.4 11.5 2.0 14.3 7.7 22.8 27.4 49.5 0.2 14.1 23.2 0.0

U.S. MEASURED MEDIA SPENDING 2007 2006 % CHG $752 0 1 761 0 443 414 532 548 30 473 144 202 669 553 86 151 43 0 144 119 444 407 5 435 451 118 247 522 492 524 147 502 230

$604 0 6 792 0 550 447 569 738 25 376 142 180 590 537 105 156 54 0 157 116 448 472 4 439 428 121 206 411 306 534 135 406 230

24.5 0.0 -80.3 -4.0 NA -19.5 -7.4 -6.4 -25.7 18.2 26.0 1.2 12.5 13.3 2.9 -18.0 -3.0 -21.6 NA -8.6 2.5 -0.9 -13.8 45.9 -0.9 5.2 -2.5 19.5 27.0 60.8 -2.0 9.3 23.6 -0.0

SPENDING BY MAJOR REGION IN 2007* ASIA EUROPE LATIN AMERICA $11 50 1 34 9 123 54 0 114 22 23 513 36 11 0 22 556 1 2 266 533 19 53 7 64 37 255 64 23 2 17 22 20 197

$106 827 872 0 821 143 279 156 127 746 222 91 478 37 102 613 6 538 656 197 3 149 128 516 60 64 186 267 23 62 3 351 3 97

$32 7 0 51 29 51 69 97 18 11 53 0 1 1 33 0 0 118 3 12 0 0 14 81 21 49 7 0 0 0 8 0 15 1



TOP 100 GLOBAL MARKETERS Ranked by total worldwide measured ad spending from Nielsen, TNS, Ibope, PARC, Steadman, Sigma and others RANK 2007 2006 ADVERTISER 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100

59 55 64 78 88 75 76 83 72 74 80 93 91 70 77 82 85 79 122 90 67 92 97 87 84 105 110 86 102 115 96 95 111

Visa Novartis Clorox Co. Kia Motors Corp. Nintendo Co. Kimberly-Clark Corp. Mattel Carrefour Sharp Corp. Nokia Corp. Apple Coty (JAB Investments) Ikea International MasterCard International Doctor’s Associates Cadbury Bristol-Myers Squibb Co. Fuji Heavy Industries Boehringer Ingelheim LG Group Merck & Co. Heineken ING Group Diageo Aldi Group Mitsubishi Motors Corp. Eli Lilly & Co. Burger King Holdings Sara Lee Corp. Avon Products Sanofi-Aventis Shiseido Co. Ebay

HEADQUARTERS San Francisco Basel, Switzerland Oakland, Calif. Seoul Kyoto, Japan Irving, Texas El Segundo, Calif. Levallois-Perret, France Osaka, Japan Espoo, Finland Cupertino, Calif. Ludwigshafen, Germany Delft, Sweden Purchase, N.Y. Milford, Conn. London New York Tokyo Ingelheim, Germany Seoul Whitehouse Station, N.J. Amsterdam Amsterdam London Essen, Germany Tokyo Indianapolis Miami Chicago New York Paris Tokyo San Jose, Calif.

Note: Figures are in millions of U.S. dollars and are AA DataCenter estimates. See footnotes, Page 4.

WORLDWIDE ADVERTISING SPENDING 2007 2006 % CHG $543 518 508 499 494 478 466 462 456 450 447 440 437 431 428 425 419 414 399 396 395 394 386 375 374 365 357 356 336 326 318 310 305

$557 609 530 415 351 430 423 377 452 444 392 322 339 461 416 378 356 403 198 340 525 330 293 352 366 249 235 356 259 224 294 301 234

-2.6 -15.0 -4.1 20.1 41.0 11.4 10.0 22.5 0.8 1.3 13.9 36.9 28.8 -6.6 2.8 12.5 17.8 2.7 101.8 16.4 -24.7 19.2 32.0 6.5 2.2 46.5 52.2 0.2 29.7 45.1 8.1 3.0 30.7

U.S. MEASURED MEDIA SPENDING 2007 2006 % CHG $392 300 475 187 111 256 220 0 87 13 320 211 95 311 362 126 375 155 303 86 376 136 82 173 4 155 348 275 82 120 247 7 174

$418 428 495 185 77 255 204 0 71 49 292 166 85 346 362 122 311 159 115 73 512 129 56 176 4 109 230 286 78 80 245 6 144

-6.2 -30.0 -4.0 1.4 44.4 0.1 7.8 NA 23.1 -73.0 9.6 27.0 11.7 -9.9 0.0 3.5 20.8 -2.5 163.5 17.9 -26.6 5.4 48.0 -1.8 4.0 42.7 51.5 -3.9 5.3 50.1 0.5 27.6 20.7

SPENDING BY MAJOR REGION IN 2007* ASIA EUROPE LATIN AMERICA $54 14 8 24 188 54 16 13 362 144 12 8 14 29 19 72 16 212 3 189 1 3 15 34 3 76 1 0 18 50 2 299 5

$27 183 0 234 190 95 156 397 3 253 94 213 298 53 20 151 9 38 75 87 9 249 283 147 367 77 0 64 228 106 55 4 126

$47 10 19 17 0 52 62 47 0 7 0 0 0 24 0 46 18 0 15 11 4 0 0 1 0 35 3 7 0 50 11 0 0



TOP 100 AD SPENDING BY CATEGORY In measured media bought in 2007 and 2006 MEASURED ADVERTISING EXPENDITURES ADVERTISER 2006 % CHG % TOTAL COUNT

CATEGORY

2007

Automotive

$23,712

$22,662

4.6

22.0

18

Personal care

23,414

20,548

13.9

21.8

11

Food

11,006

9,644

14.1

10.2

10

Entertainment & media

9,737

9,932

-2.0

9.0

7

Drugs

9,428

8,760

7.6

8.8

12

Computers and other electronics

5,789

6,071

-4.7

5.4

9

Retail

5,026

4,298

16.9

4.7

9

Restaurants

3,762

3,534

6.4

3.5

4

Soft drinks

3,730

3,492

6.8

3.5

2

Cleaners

3,333

2,766

20.5

3.1

3

Financial

3,182

3,146

1.1

3.0

6

Telephone

2,960

2,531

16.9

2.7

4

Beer, wine & liquor

1,598

1,504

6.3

1.5

3

960

774

24.0

0.9

2

Toys

Figures are U.S. dollars in millions and represent the top 100 only. All figures are considered AA DataCenter estimates.

MEASURED MEDIA SPENDING BY REGION Advertising data from 86 countries REGION

2007

MEASURED ADVERTISING EXPENDITURES 2006 % CHG % OF TOTAL

$738

$683

Asia and Pacific

16,146

15,109

6.9

15.0

Europe

37,711

31,736

18.8

35.0

3,630

2,849

27.4

3.4

700

569

23.1

0.7

2,094

2,043

2.5

1.9

Total outside the U.S.

61,020

52,989

15.2

56.7

U.S.

46,615

46,675

-0.1

43.3

Worldwide

107,635

99,664

8.0

100.0

Africa

Latin America* Middle East Canada

8.1

0.7

Figures are U.S. dollars in millions and represent the top 100 only. All figures are AA DataCenter estimates.

METHODOLOGY FOR THE 2008 GLOBAL MARKETERS that became the Top 100 were collated from media lists from 86 countries provided by monitoring services, primarily Nielsen, TNS, Ibope, PARC,Steadman,Sigma,and Ifat.In some cases, monitoring services are licensees or partners of Nielsen or TNS. Other independent companies also supplied data. McCann, JWT, Saatchi and MindShare also contributed significantly to the report. Rankings provided by country listed as many as 500 advertisers to as few as 10. In all cases, the Ad Age DataCenter aggregated spending by parent company. For example,ASDA spending in the U.K.is attributed to Wal-Mart Stores for the Top 100 ranking. Data reported by brand were similarly summed by parent advertiser. (Wrigley is included in Mars,for example.) Media lists per country were by gross ad rates. Advertising Age adjusted some markets’ gross media expenditures to reflect a market’s global media volume among all countries. A Top 100 marketer had to have reported media spending this year on at least three

GLOBAL MARKETERS

continents to qualify as“global”regardless of headquarters. As it was, Germany had 10 headquarters,France had nine and the U.K. had six among Top 100 marketers. Japan was home base for 14 and the U.S.for 48. Because Ad Age treats exchange rates on a historic basis, exchange rate fluctuations increased spending outside the U.S. due to the falling dollar. Europe’s 2007 media tallies were affected by a 9.3% increase in the euro and a 9.3% increase in the British pound versus the dollar. The yen was fairly stable, inceasing only 0.3% against the dollar. Revenue percent changes are based on more statistically accurate data than the printed revenues figures, which are in millions and rounded to one decimal place. STAFF FOR THIS REPORT Bradley Johnson, Kevin Brown, Maureen Morrison, Maura Wall, Keri Lynch, Jessica Lane, Alica Lasek, Laurel Wentz, Normandy Madden, Dagmar Mussey and Joyce-Ann Gatsoulis.

TO REACH US For questions about this report, e-mail [email protected] For general editorial information, write to [email protected] Subscription and single copy sales 1-888-288-5900 or [email protected]; Advertising (212) 210-0159; Classified 1-800-248-1299; Library services (312) 649-5476, (312) 649-5329


GLOBAL MARKETERS: Top 10 Global Marketers by Country

AFRICA Algeria

Morocco

Tanzania

Zambia

Sigma Conseil

Sigma Conseil

Steadman Group

Steadman Group

http://www.e-sigmaconseil.com


http://www.steadman-group.com/

Advertiser Orascom Telecom Holding Wataniya Telecom Algerie Telecom Danone Group Cevital Hyundai Motor Co. Procter & Gamble Co. PSA Peugeot Citroen Renault Sarl Elsecom

2007

2006 % chg

Advertiser

$34.0 19.0 15.0 7.0 2.0 2.0 2.0 2.0 2.0 2.0

$26.0 30.8 12.0 58.3 13.0 15.4 4.0 75.0 1.0 100.0 6.0 -66.7 1.0 100.0 2.0 0.0 2.0 0.0 2.0 0.0

Maroc Telecom Medi Telecom Wana Procter & Gamble Co. Unilever Centrale Laitiere Min. De L’Interieur Coca-Cola Co. Lesieur Cristal Attijariwafa Bank

2006 % chg

Advertiser

2007

2006 % chg

$52.0 34.0 33.0 14.0 10.0 9.0 9.0 8.0 8.0 7.0

$51.0 2.0 25.0 36.0 NA NA 16.0 -12.5 7.0 42.9 6.0 50.0 7.0 28.6 3.0 166.7 8.0 0.0 5.0 40.0

Zain Coca-Cola Co. Vodacom Haki Elimu SBC Tanzania MIC Tanzania Naspers Population Service Intern TZ Telcom. Corp. Sponsors

$5.1 3.7 3.7 2.8 2.3 1.9 1.7 1.5 1.3 1.2

$4.6 12.2 2.4 58.5 3.1 18.0 NA NA 1.1 113.3 1.4 31.8 0.6 185.4 1.1 32.0 0.9 49.2 NA NA

Figures are in millions of U.S. dollars.



Ghana

Nigeria

Tunisia

Steadman Group

Media Monitoring Report via SO&U Saatchi & Saatchi

Sigma Conseil


2007

GT Onetouch Scancom Millicom GT Fixed Network Services Kinapharma Unilever Kasapreko Company Angel Group of Cos. Diageo Kasapa Telecom

$2.1 1.6 1.2 1.0 0.9 0.6 0.5 0.5 0.5 0.4

2006 % chg NA NA NA NA NA NA NA NA NA NA

NA NA NA NA NA NA NA NA NA NA

Advertiser MTN Group Zain Globalcom Indomie Noodles Diageo Heineken Platium Habib Bank Skye Bank United Bank For Africa Nokia Corp.

2007 $14.0 11.0 8.0 6.0 6.0 5.0 3.0 3.0 3.0 3.0

2006 % chg

Advertiser

$19.0 8.0 9.0 NA 9.0 10.0 3.0 3.0 3.0 3.0

Tunisie Telecom OTT (Tunisiana) Danone Group Sotubi Sotuchoc SFBT SAH (Lilas) ATB IAT (President) Gipa - Selja

-26.3 37.5 -11.1 NA -33.3 -50.0 0.0 0.0 0.0 0.0




Kenya

South Africa

Uganda

Steadman Group

Nielsen Global AdView

Steadman Group


http://www.nielsenglobaladview.com/

Telkom Kenya Zain Coca-Cola Co. Unilever East African Breweries Reckitt Benckiser Nakumatt Supermarkets Population Service Intern. Kapa Oil Kenya Electoral Commision of Kenya Figures are in millions of U.S. dollars.

2007

2006 % chg

Advertiser

$29.3 9.2 7.4 7.2 6.8 6.7 5.6 5.0 3.4 3.4

$13.4 118.6 11.0 -16.6 3.8 94.6 5.8 25.4 6.9 -0.5 4.2 57.9 3.1 80.9 5.3 -4.1 2.5 35.2 0.4 691.4

Naspers SABC ETV Network Unilever Vodacom MTN Group Pick n Pay Shoprite Holdings Government National Standard Bank Figures are in millions of U.S. dollars.

2007 $11.0 7.0 4.0 3.0 3.0 3.0 2.0 2.0 2.0 2.0

2006 % chg $5.0 6.0 3.0 3.0 2.0 2.0 1.0 1.0 1.0 1.0

120.0 16.7 33.3 0.0 50.0 50.0 100.0 100.0 100.0 100.0


2007

2006 % chg

$556.3 $265.3 109.7 364.1 285.5 27.6 107.3 110.1 -2.6 88.9 66.4 33.9 68.3 63.9 6.9 61.2 62.0 -1.2 49.1 44.3 10.8 48.8 49.0 -0.2 46.4 29.9 55.5 44.0 37.6 16.9

Advertiser

2007

2006 % chg

Zain MTN Group East African Breweries SABMiller Uganda Telcom Crown Bottlers Unilever Century Bottling Mukwano Industries Naspers

$7.6 5.5 2.2 2.1 2.0 1.9 1.8 1.6 1.3 1.2

$4.9 54.9 3.4 61.1 2.0 10.1 1.4 47.8 1.4 45.4 1.2 54.9 0.9 95.6 0.6 194.4 0.9 52.8 0.6 105.9


Advertiser

2007

MTN Group Zain Trade Kings Zambia Telecommunication Naspers Zambian Airways Reckitt Benckiser Carlifornian Beverages Home Mark Store Unilever

$1.5 1.4 0.9 0.5 0.3 0.3 0.2 0.2 0.1 0.1



Advertiser

Advertiser


2007

2006 % chg NA NA NA NA NA NA NA NA NA NA

NA NA NA NA NA NA NA NA NA NA



ASIA & PACIFIC Australia

Hong Kong

Japan

New Zealand



Nikkei Adv. Rsch Inst. and Universal McCann




http://www.nikkei-koken.gr.jp/english/english.php


Advertiser Australian Government Telstra Corp. Coles Myer Woolworths Harvey Norman Holdings Holden Limited Toyota Motor Corp. L’Oreal Mitsubishi Motors Corp. Reckitt Benckiser

2007

2006 % chg

Advertiser

$112.6 96.5 86.8 85.1 78.4 57.1 54.3 50.1 49.8 49.5

$51.5 118.6 79.5 21.4 71.6 21.3 62.5 36.1 66.0 18.8 35.9 59.1 39.0 39.2 38.4 30.4 30.0 65.7 37.2 33.1

Procter & Gamble Co. Cheung Kong HSBC Sun Hung Kai Property Co HK Government Henderson GP Dairy Farm Pacific Century Group Mars Inc. Standard Chartered

2007

2006 % chg

Advertiser

$53.3 46.0 31.8 19.9 19.8 18.5 17.5 17.4 17.2 17.1

$49.2 8.5 37.7 22.0 38.3 -17.1 23.4 -14.6 15.4 28.8 22.1 -16.3 15.3 14.5 13.2 31.4 15.1 13.6 14.0 22.3

Toyota Motor Corp. Panasonic Corp. Honda Motor Co. Kao Corp. Aeon Co. Canon KDDI Corp. American International Group Seven & I Holdings Co. Suntory Group

2007

2006 % chg

$1,044.4 $1,028.7 1.5 784.3 715.0 9.7 774.6 701.9 10.4 489.7 482.0 1.6 456.2 412.9 10.5 417.2 448.7 -7.0 383.1 387.1 -1.0 375.6 523.9 -28.3 375.1 435.4 -13.9 353.5 325.1 8.7

Advertiser Telecom Corp. of Nz Foodstuffs Harvey Norman Holdings Progressive Enterprises The Warehouse NZ Lotteries Commission Reckitt Benckiser Noel Leeming Group Mitre 10 Brandworld


Figures are in millions of U.S. dollars, discounted by AA.



Azerbaijan

India

Kazakhstan

Pakistan

TV MR AZ, an AGB Nielsen Media Research licensee


TNS Gallup Media Asia (Kazakhstan)

Gallup Pakistan

http://www.agb.az


http://www.tnsglobal.com

http:// www.gallup.com.pk

Advertiser Procter & Gamble Co. Azercell J.V. Colgate-Palmolive Co. Reckitt Benckiser Henkel Azerfon Mars Inc. Bakcell Danone Group Coca-Cola Co.

2007 $15.7 8.4 7.4 5.9 5.5 4.8 4.5 3.8 3.2 3.0

2006 % chg $3.1 10.7 10.6 3.6 0.9 NA 2.4 4.9 0.4 0.9

400.9 -21.3 -29.7 63.0 493.3 NA 86.4 -21.7 641.4 215.8

Advertiser Unilever Tata Group Procter & Gamble Co. Reckitt Benckiser PepsiCo Bharti Airtel Paras Pharmaceuticals Honda Motor Co. Nokia Corp. L’Oreal

2007

2006 % chg

$254.6 $221.6 14.9 83.2 48.4 72.1 80.2 62.1 29.0 76.3 51.9 47.1 47.9 36.9 29.8 46.5 17.5 165.1 41.5 42.7 -2.9 39.8 27.5 44.7 39.0 23.1 69.0 34.9 32.0 8.9

Advertiser Procter & Gamble Co. K Cell (Kazakhstan Cellular) Mars Inc. Unilever Colgate-Palmolive Co. Henkel Vimpel-Communications LG Group Coca-Cola Co. Reckitt Benckiser

2007

2006 % chg

Advertiser

$72.9 33.1 31.0 24.7 24.2 19.1 17.8 15.4 13.7 11.5

$58.3 25.2 12.5 164.7 28.4 9.0 16.3 51.4 21.1 14.7 17.7 8.3 9.3 90.9 19.3 -20.3 8.5 60.3 7.0 64.9

Unilever Orascom Pakistan Telecmmunication Co. Procter & Gamble Co. Telenor PepsiCo LG Group Jang Group Nestle Coca-Cola Co.





China

Indonesia

Malaysia

Philippines

CTR Media Intelligence (TNS)




http://www.ctrchina.cn



Advertiser

2007

2006 % chg

$1,097.5 $1,084.5 446.5 417.3 Harbin Pharma Group Pharmaceutical 434.0 391.8 Shagnghai Goldenpartner Biology Technology 227.3 197.5 Hayao Group Sanchine Pharmacy 212.3 138.0 Yum Brands 203.3 147.8 L’Oreal 196.5 132.5 China Mobile Telecom 191.0 191.5 Colgate-Palmolive Co. 157.3 119.0 Coca-Cola Co. 136.5 98.3 Procter & Gamble Co. Unilever


1.2 7.0 10.8 15.1 53.8 37.6 48.3 -0.3 32.1 38.9

Advertiser

2007

2006 % chg

Advertiser

Unilever $200.4 $182.0 10.1 Metro TV 49.8 56.2 -11.4 Global TV 48.1 37.0 30.0 Cakrawala Andalas Televisi 47.5 49.1 -3.3 Rajawali Citra Televisi 45.9 43.5 5.4 Indosiar Visual Mandiri 38.4 36.5 4.9 Televisi Pendidikan Indonesia 37.6 47.3 -20.3 Televisi Transformasi Indonesia 34.9 30.2 15.4 Telkomsel 34.8 25.4 36.8 Suzuki Motor Co. 29.2 25.6 14.3

Telenor Procter & Gamble Co. Maxis Communication Bhd Unilever Celcom Nestle Telekom Malaysia Petronas Yum Brands Johnson & Johnson



2007

2006 % chg

$35.0 34.7 30.3 28.0 26.3 24.2 22.8 21.1 19.2 19.1

$39.1 -10.5 34.3 1.3 22.8 32.7 26.2 6.8 20.7 26.9 21.8 11.1 17.2 33.1 15.3 38.1 16.0 19.8 15.1 25.9

2007

2006 % chg

$20.2 14.9 13.5 10.2 8.7 8.0 7.0 6.8 6.7 4.8

$16.9 19.6 10.6 40.7 11.1 22.5 7.0 46.3 7.5 16.3 7.6 5.3 0.5 NA 7.1 -4.9 4.4 53.8 2.0 135.7


2007

2006 % chg

Advertiser

$44.0 38.3 37.3 36.7 32.8 21.7 16.6 16.3 12.9 11.8

$29.0 51.5 31.1 23.0 42.7 -12.7 32.0 14.9 29.0 13.1 21.7 0.1 10.4 58.8 10.7 52.6 12.7 1.8 8.0 47.3

Unilever Procter & Gamble Co. United Laboratories Nestle Colgate-Palmolive Co. Philippine Long Distance Telephone Co.

Globe Telecom Johnson & Johnson San Miguel Corp. Wyeth

2007 $55.5 38.9 27.3 22.4 22.0 14.7 14.7 14.1 9.0 7.3

2006 % chg $40.7 36.7 19.5 21.1 19.7 15.8 10.4 10.0 7.9 5.2


36.3 5.8 39.7 6.4 11.8 -6.9 40.7 40.6 14.1 40.2


GLOBAL MARKETERS: Top 10 Global Marketers by Country Singapore

Taiwan





Advertiser Procter & Gamble Co. Courts Yum Brands S’Pore Telecom Mobile Pte Warner Music Group HSBC Far East Organization Centre Starhub CableTV Malaysia Dairy Industries NTUC FairPrice

2007

2006 % chg

Advertiser

$15.9 13.3 12.2 12.0 11.8 11.7 11.7 10.9 10.9 10.7

$10.7 49.4 11.5 16.2 11.7 4.2 3.9 204.4 7.7 53.3 10.1 16.7 4.5 157.7 13.8 -20.8 8.6 26.8 7.1 50.1

Far Glory Procter & Gamble Co. L’Oreal Tsan Kuenn 3C Mall Unilever Chunghwa Telecom E Life Mall Uni-President Enterprises Group GlaxoSmithKline Johnson & Johnson

EUROPE Austria

Bosnia and Herzegovina

Focus Research

Mareco Index Bosnia Gallup/TNS Media Intelligence http://www.mib.ba

2007

2006 % chg

Advertiser

$33.8 21.3 12.7 12.6 12.0 11.4 10.7 10.3 10.0 9.3

$38.6 -12.6 24.1 -11.4 13.9 -8.6 7.5 69.1 11.5 3.6 11.8 -2.8 6.2 70.7 10.7 -3.8 10.3 -2.8 9.1 2.2

Deutsche Telekom Aldi Group Metro Group Edeka Zentrale Volkswagen Hutchison Whampoa L’Oreal One GSM Mobilkom Austria Bank Austria

2007 $61.9 50.7 48.1 34.4 32.3 31.3 29.7 29.6 28.8 27.1

2006 % chg

Advertiser

$51.9 35.0 25.9 25.8 32.9 32.8 NA 31.2 20.3 24.4

Procter & Gamble Co. Coca-Cola Co. Reckitt Benckiser Henkel Tchibo Holding Podravka Mars Inc. Unilever SC Johnson Drenik

19.3 44.8 85.3 33.6 -2.0 -4.5 NA -5.2 41.6 10.9

2007

2006 % chg

$18.9 13.8 10.0 9.5 6.8 4.7 4.7 4.1 4.0 3.8

$10.4 81.3 10.1 37.0 8.7 14.3 3.5 173.4 4.3 58.2 1.1 335.2 3.5 34.5 1.7 141.5 3.4 17.9 2.2 74.4





South Korea

Thailand

Belarus

Bulgaria

KADD (Nielsen)


McCann Erickson Universal Belarus

TNS TV Plan AdEx Monitoring


Advertiser American International Group Samsung Group SK Telecom KTF LG Group KT Corp. Hyundai Motor Co. Amore Pacific Hi Mart

2007

2006 % chg

Advertiser

$144.0 143.0 130.0 92.7 81.3 75.1 62.0 56.2 50.0

$91.8 56.9 160.9 -11.1 118.2 10.0 82.5 12.4 94.1 -13.7 62.1 20.9 67.9 -8.7 62.7 -10.3 47.4 5.3

Unilever Procter & Gamble Co. Advance Info Service Pcl. Toyota Motor Corp. L’Oreal Osotspa Co. Nestle Office of The Prime Minister Tchibo Holding Total Access Communications


http://www.tnsglobal.com

2007

2006 % chg

$164.2 $134.7 21.9 53.4 44.4 20.2 47.0 42.2 11.2 43.8 36.9 18.9 36.6 20.7 77.2 34.9 15.1 130.9 34.9 26.3 32.4 34.0 20.7 64.2 33.2 24.7 34.7 31.5 23.7 33.2

Advertiser Procter & Gamble Co. Henkel Nestle Unilever Mars Inc. Coca-Cola Co. L’Oreal Reckitt Benckiser MDS (Velcom) PepsiCo

2007

2006 % chg

Advertiser

$28.9 23.8 15.1 13.5 11.7 11.6 10.7 9.1 8.2 8.0

$29.9 -3.4 14.0 70.5 9.9 52.2 7.5 80.7 13.4 -12.4 6.1 91.2 2.6 310.6 12.5 -27.2 4.4 87.6 5.1 55.7

Procter & Gamble Co. Mobiltel BTK\Vivatel Ficosota Syntez Coca-Cola Co. Globul Nestle Henkel Reckitt Benckiser Zagorka

2007

2006 % chg

$32.8 24.6 21.9 17.8 16.4 16.4 15.0 12.3 10.9 9.6

$28.7 14.1 20.0 23.0 18.7 16.6 8.7 103.1 15.0 9.3 15.0 9.3 12.5 20.3 7.5 64.0 2.5 337.4 6.2 53.1




Sri Lanka

Vietnam

Belgium

Croatia

Nielsen

TNS Media Intelligence/Vietnam

MediaXim CIM MDB

AGB Nielsen Media Research

http://www.tns-global.com

http://www.mediaxim.com

Advertiser Unilever Telekom Malaysia Sri Lanka Telecom Nestle Ceylon Biscuits National Lotteries Singer Sri Lanka Tigo Suntel Figures are in millions of U.S. dollars.

2007 $12.0 10.0 9.0 5.0 4.0 3.0 3.0 3.0 2.0

2006 % chg $9.4 5.6 4.8 4.2 3.6 NA 1.7 NA NA

28.0 77.7 89.3 19.6 9.9 NA 71.6 NA NA

Advertiser Unilever Procter & Gamble Co. VMS - Mobifone Royal Friesland Foods Vinamilk Corporation Tan Hiep Phat Brewery Co. Johnson & Johnson Vietnam Brewery Nokia Corp. Nestle Figures are in millions of U.S. dollars.

2007 $41.9 17.9 9.5 9.3 8.9 7.7 6.9 5.8 5.3 5.2

2006 % chg

Advertiser

$48.3 22.1 8.2 9.8 9.3 2.7 5.3 6.9 6.5 5.0

Procter & Gamble Co. Belgacom Group Federale Belgische Staat Danone Group Volkswagen Corelio Vlaamse Media Maatschappij Unilever PSA Peugeot Citroen L’Oreal

-13.1 -19.1 15.6 -5.3 -3.9 187.1 28.9 -16.6 -19.7 4.5


http://www.agbnielsen.net

2007

2006 % chg

$114.2 $116.3 -1.8 103.5 93.3 10.9 100.1 85.9 16.6 74.4 70.3 5.8 59.9 44.9 33.3 57.6 NA NA 56.4 39.2 43.9 56.0 63.0 -11.0 51.1 35.6 43.3 50.0 46.2 8.1

Advertiser Deutsche Telekom Procter & Gamble Co. Reckitt Benckiser Telekom Austria Coca-Cola Co. Henkel L’Oreal Unilever Podravka Tele2 Figures are in millions of U.S. dollars.

2007

2006 % chg

$47.2 30.7 28.0 24.5 19.4 19.0 18.9 16.5 15.9 14.5

$45.8 3.1 28.2 9.0 28.3 -0.8 21.9 12.0 15.3 26.4 13.8 37.3 12.5 50.9 13.7 21.1 10.8 47.4 6.5 122.1


GLOBAL MARKETERS: Top 10 Global Marketers by Country Cyprus

Estonia

Georgia

Hungary

AGB Nielsen Media Research Cyprus

TNS Emor/TNS Media Intelligence

TV MR GE, an AGB Nielsen Media Research licensee

TNS Media Intelligence


http://www.emor.ee


http://www.tnsmi.hu

Advertiser

2007

2006 % chg

Advertiser

2007

Bank of Cyprus Golden Telemedia Hellenic Bank Laiki Bank Orfanides Procter & Gamble Co. Carrefour Nestle Coca-Cola Co. Opap

$7.9 7.4 6.8 6.2 5.8 5.4 4.9 4.8 4.2 3.5

$12.8 12.8 17.0 15.1 19.2 10.6 11.0 7.9 12.2 5.9

Procter & Gamble Co. EMT Tele2 L’Oreal Rimi Baltic Saku Õlletehas Swedbank A-Selver Elisa Eesti Elion Ettevõtted

$4.8 3.4 3.0 1.6 1.6 1.5 1.5 1.5 1.4 1.4

-38.2 -42.3 -60.3 -59.0 -69.6 -49.0 -55.7 -38.8 -65.4 -40.8

2006 % chg $4.5 2.4 2.0 1.2 1.4 0.9 1.6 1.3 1.1 1.2

6.6 42.0 48.4 37.0 12.6 71.8 -5.7 16.7 27.7 17.4

Advertiser

2007

2006 % chg

Procter & Gamble Co. Metromedia TeliaSonera Colgate-Palmolive Co. Aversi Coca-Cola Co. PSP Pharma Mars Inc. Brewery Natakhtari Elite Electronics Trading Network

$2.7 2.6 2.3 2.2 2.1 2.0 1.9 1.8 1.7 1.3

$2.7 0.3 NA NA NA NA 5.1 -56.3 1.2 68.8 1.2 61.2 NA NA 1.5 14.4 0.7 136.5 1.7 -22.5

Advertiser Deutsche Telekom Unilever Procter & Gamble Co. Henkel Telenor Reckitt Benckiser Danone Group Bayer Mars Inc. Vodafone

2007

2006 % chg

$111.8 $103.0 93.9 87.3 90.3 98.4 64.2 53.6 60.7 60.5 58.5 58.1 52.4 47.1 51.7 52.3 50.0 48.8 49.4 41.9

8.5 7.6 -8.2 19.6 0.4 0.7 11.3 -1.2 2.6 17.9





Czech Republic

Finland

Germany

Ireland

TNS A-Connect

TNS Gallup


Institute of Advertising Practitioners in Ireland

http://www.tnsmi.cz/

http://www.tns-gallup.fi


Advertiser Telefonica Vodafone Procter & Gamble Co. Unilever Henkel Deutsche Telekom L’Oreal Kraft Foods Volkswagen Reckitt Benckiser

2007

2006 % chg

Advertiser

$80.8 68.9 67.2 58.6 47.3 42.2 37.9 37.2 35.7 33.3

$81.7 -1.1 77.5 -11.1 59.8 12.3 34.7 69.2 39.2 20.7 48.4 -12.9 33.7 12.4 36.0 3.4 31.5 13.5 27.6 20.7

Unilever TeliaSonera Suomi-Soffa Elisa L’Oreal Toyota Motor Corp. Volkswagen Procter & Gamble Co. Valio Ford Motor Co.

2007

2006 % chg

Advertiser

$21.2 18.2 14.9 14.8 13.5 13.1 12.2 12.1 11.6 10.4

$17.2 23.7 17.2 6.1 8.7 70.6 20.4 -27.5 12.8 5.4 10.3 26.6 11.4 6.9 11.8 2.5 9.7 19.4 9.3 11.4

Metro Group Volkswagen Procter & Gamble Co. Aldi Group Axel Springer L’Oreal Deutsche Telekom Bertelsmann Unilever Edeka Zentrale

http://www.iapi.ie/

2007

2006 % chg

$496.3 $402.1 23.4 332.8 257.2 29.4 314.1 274.2 14.6 243.5 215.9 12.8 232.5 193.4 20.2 229.3 236.6 -3.1 227.9 269.4 -15.4 218.4 228.2 -4.3 205.1 202.9 1.1 203.7 55.4 267.9

Advertiser Diageo Unilever Procter & Gamble Co. Tesco Vodafone Meteor Mobile Communications Heineken Kellogg Co. Coca-Cola Co. Dunnes Stores





Denmark

France

Greece

Italy

TNS Gallup

TNS Media Intelligence

Media Services


http://www.tns-gallup.dk/

http://www.tnsmi.fr/

http://www.mediaservices.gr

Advertiser Dansk Supermarked Ukendt Annonc°r TDC Telenor Danske Bank Group Nykredit Realkredit Semler Gruppen DSB TeliaSonera Danske Spil Figures are in millions of U.S. dollars.

2007 $49.3 48.6 48.6 48.0 30.4 26.0 25.7 24.2 24.2 23.0

2006 % chg

Advertiser

$39.4 43.5 37.6 35.9 30.3 28.0 22.1 18.2 20.4 22.4

Vivendi L’Oreal PSA Peugeot Citroen France Telecom Association Familiale Mulliez Renault Carrefour Procter & Gamble Co. Sony Corp. E.Leclerc Magasins

25.0 11.8 29.1 33.8 0.3 -7.3 16.8 33.0 18.3 2.9

2007

2006 % chg

$489.3 $414.6 436.7 420.8 372.2 337.8 357.9 340.6 318.6 269.3 304.0 266.3 274.9 213.4 229.0 184.6 215.1 206.2 201.3 183.9


18.0 3.8 10.2 5.1 18.3 14.1 28.8 24.1 4.3 9.5

Advertiser

2006 % chg

Advertiser

Hellenic Telecommunications Org. (OTE) $107.8

$70.2 53.6 45.3 53.7 47.6 40.4 NA NA 21.7 117.1 43.5 7.0 33.7 25.8 23.2 70.2 NA NA NA NA

Telecom Italia Procter & Gamble Co. Fiat Ferrero Unilever L’Oreal Vodafone Wind Telecommunications General Motors Corp. Barilla Holding


2006 % chg $25.1 27.4 20.0 13.7 16.8 NA 14.7 13.3 13.0 14.4

34.4 15.4 28.2 80.2 38.3 NA 28.9 40.6 42.2 28.5


2007

Vodafone Procter & Gamble Co. Wind Telecommunications Unilever L’Oreal OPAP Piraeus Bank Vivartia EFG Eurobank

2007 $33.7 31.6 25.6 24.6 23.2 20.0 18.9 18.7 18.5 18.5

69.6 66.8 63.3 47.2 46.5 42.4 39.5 39.3 32.0

2007

2006 % chg

$154.7 $107.5 147.0 124.6 145.8 157.4 135.2 121.7 129.2 122.8 111.4 105.8 108.9 95.9 108.8 83.1 97.6 81.3 95.9 96.5


44.0 18.0 -7.4 11.1 5.3 5.3 13.6 30.9 20.0 -0.6


GLOBAL MARKETERS: Top 10 Global Marketers by Country Latvia

Moldova

Poland

Serbia

TNS Latvia/TNS Media Intelligence

TV MR MLD SRL, an AGB Nielsen Media Research licensee

Expert Monitor (TNS Media Intelligence)

AGB Nielsen Media Research

http://www.tns.lv

http://www.agb.md

www.expert-monitor.pl


Advertiser Procter & Gamble Co. Tele2 TeliaSonera Unilever Reckitt Benckiser Coca-Cola Co. Henkel L’Oreal Bite Mars Inc.

2007

2006 % chg

Advertiser

2007

$46.3 21.0 16.7 14.6 14.1 12.9 12.1 10.3 10.2 10.0

$33.4 38.7 14.9 41.0 11.2 48.5 5.8 153.3 11.5 22.6 10.4 23.5 5.7 111.0 8.4 23.0 9.6 6.8 6.7 48.8

Procter & Gamble Co. Moldcell Efes Breweries France Telecom Moldtelecom Unilever Patria Nestle Kraft Foods Mobias Banca S.A.

$3.1 2.0 1.8 1.8 1.8 1.6 1.5 1.4 1.4 1.2

2006 % chg $1.7 1.8 NA NA 0.4 NA 0.7 0.5 0.8 0.6

83.0 8.7 NA NA 334.5 NA 107.8 202.8 84.9 107.2

Advertiser Unilever Procter & Gamble Co. Deutsche Telekom Polkomtel France Telecom L’Oreal Nestle P4 Mars Inc. Telekomunikacja Polska

2007

2006 % chg

$196.0 $142.4 161.9 134.1 157.3 125.9 134.5 85.3 111.3 71.4 111.0 90.4 108.8 94.1 74.6 NA 73.6 53.7 70.6 59.3

37.7 20.8 24.9 57.7 56.0 22.8 15.6 NA 37.0 19.1

Advertiser Procter & Gamble Co. Henkel Telekom Srbije Anheuser-Busch InBev Coca-Cola Co. Tchibo Holding Telenor Vodafone Drzavna Lutrija Srbije Unilever

2007

2006 % chg

$75.1 46.6 44.9 38.2 37.5 36.0 35.9 34.6 30.3 24.9

$47.4 58.5 24.8 87.4 6.6 577.9 18.0 112.6 22.8 64.5 17.8 102.4 2.2 NA NA NA 22.6 33.8 18.2 36.4





Lithuania

Netherlands

Romania

Slovak Republic

TNS Gallup/TNS Media Intelligence


Alfa Cont

TNS A-Connect

http://www.tns-gallup.lt


http://www.alfacont.ro

Advertiser Procter & Gamble Co. Tele2 TeliaSonera Reckitt Benckiser Henkel Danone Group Svyturys-Utenos Alus Studio Moderna Unilever Coca-Cola Co.

2007

2006 % chg

Advertiser

$41.6 30.5 26.1 17.8 15.8 15.4 15.0 14.2 13.1 12.7

$36.6 13.7 14.8 105.4 17.4 50.4 12.7 40.6 8.7 82.2 8.3 85.4 10.9 38.5 12.7 12.5 6.9 89.9 8.0 59.1

Unilever Procter & Gamble Co. Royal KPN L’Oreal Tchibo Holding Reckitt Benckiser Sara Lee Corp. Albert Heijn Mars Inc. Kras Ammerzoden

2007

2006 % chg

$237.9 $206.9 136.8 103.4 118.5 88.6 91.7 73.4 52.6 48.9 51.2 32.4 50.6 32.5 46.8 35.6 46.0 43.0 46.0 26.2

15.0 32.3 33.7 24.9 7.6 57.8 55.7 31.5 6.9 75.3

http://www.tnsmi.cz/

Advertiser Procter & Gamble Co. Unilever L’Oreal Coca-Cola Co. Danone Group Colgate-Palmolive Co. Henkel Hellenic Telecommunications Org. (OTE) Nestle France Telecom

2007

2006 % chg

Advertiser

$81.6 52.7 52.5 32.3 28.4 26.3 25.9 25.7 20.9 20.4

$44.8 82.1 26.2 101.5 21.6 143.3 15.7 105.4 19.5 46.1 13.4 96.0 15.3 69.6 16.2 58.3 12.7 64.2 13.0 57.3

Deutsche Telekom France Telecom Telefonica Procter & Gamble Co. Henkel Unilever Reckitt Benckiser L’Oreal Nestle Kraft Foods





Macedonia

Norway

Russia

Slovenia

AGB Nielsen Media Research and SMMRI Skopje


TNS Russia

Mediana

http://www.agbnielsen.net and http://www.smmri.co.yu


http://www.tns-global.ru

Advertiser

2007

Deutsche Telekom $11.8 Procter & Gamble Co. 11.2 Unilever 9.8 Coca-Cola Co. 9.1 Hedi’S Market 8.4 Nectar Backa Palanka 7.6 Hellenic Telecommunications Org. (OTE)5.8 Kia Motors Corp. 5.8 Fiat 5.7 Vodafone 5.0 Figures are in millions of U.S. dollars.

2006 % chg $2.9 3.2 6.4 5.5 1.2 4.9 3.8 0.8 1.8 NA

300.3 247.0 52.0 65.8 625.3 55.3 54.0 583.7 220.2 NA

Advertiser Telenor Lilleborg As Royal Ahold L’Oreal Norsk Tipping As Expert Tele2 Tine Ba Steen Bertel O. Rema 1000 Figures are in millions of U.S. dollars.

2007 $80.8 51.2 37.6 32.7 31.8 31.1 30.3 26.4 26.2 25.0

2006 % chg

Advertiser

$48.3 48.7 30.6 30.1 22.8 23.9 23.1 22.7 17.2 22.5

Procter & Gamble Co. Mars Inc. L’Oreal Unilever Henkel Danone Group Vimpel-Communications Wimm-Bill-Dann Coca-Cola Co. Reckitt Benckiser

67.4 5.0 23.2 8.7 39.6 30.4 31.2 16.0 52.6 10.7

2007

2006 % chg

$132.9 $104.0 86.9 61.6 60.5 3.2 60.1 49.4 54.6 27.7 41.6 26.4 38.6 25.5 37.5 26.1 34.5 26.4 27.5 21.1

27.8 41.2 NA 21.5 97.2 57.5 51.4 44.1 30.8 30.5

http://www.mediana.si

2007

2006 % chg

$190.0 $163.9 101.6 84.4 93.9 73.3 84.7 71.5 70.4 55.3 66.5 45.5 59.7 50.3 55.7 50.9 50.4 40.4 48.2 37.4


15.9 20.4 28.0 18.5 27.4 46.1 18.6 9.4 24.9 28.9

Advertiser Procter & Gamble Co. Henkel Telekom Slovenije Reckitt Benckiser Mercator L’Oreal Mars Inc. Telekom Austria Tchibo Holding Edeka Zentrale Figures are in millions of U.S. dollars.

2007 $31.9 20.1 19.2 16.4 15.4 13.6 12.1 11.8 11.2 8.6

2006 % chg $25.0 13.0 15.6 13.3 9.9 12.5 11.7 11.3 8.0 5.2

27.5 54.6 23.1 23.5 55.4 8.4 3.4 4.4 39.7 66.1



LATIN AMERICA

Spain

Turkey

Argentina

Colombia

InfoAdex (a TNS partner)

Nielsen Co.

Ibope

Ibope

http://www.infoadex.es

http://www.nielsen.com.tr

http://www.ibope.com.br

Advertiser El Corte Ingles Telefonica Volkswagen Procter & Gamble Co. L’Oreal PSA Peugeot Citroen Danone Group France Telecom Ford Motor Co. Vodafone

2007

2006 % chg

$236.0 $177.2 201.8 177.7 187.4 151.4 170.3 110.4 140.6 123.8 109.2 93.5 100.3 91.1 97.9 83.9 94.3 90.1 93.3 73.2

33.2 13.5 23.8 54.3 13.5 16.8 10.1 16.7 4.7 27.5

Advertiser Procter & Gamble Co. Unilever Reckitt Benckiser Coca-Cola Co. Ulker Vodafone ETI Koc Holding PepsiCo Is Bankasi

2007

2006 % chg

$295.0 $207.9 41.9 237.3 84.4 181.3 130.9 43.5 201.2 122.2 60.5 101.9 109.2 160.2 -31.8 105.3 15.6 577.1 76.7 29.4 160.6 70.6 51.4 37.4 65.1 48.3 35.0 64.9 18.0 260.9

Advertiser Unilever Danone Group Clasificados SC Johnson Procter & Gamble Co. Varios Grafica Telecom Argentina Cencosud Editorial Agea PepsiCo


2007 $77.5 72.2 40.8 27.8 26.8 24.1 23.2 21.7 19.2 18.1

2006 % chg

Advertiser

$56.3 49.8 33.6 15.5 22.8 20.2 15.3 16.7 15.3 12.3

Bancolombia America Movil SABMiller Unilever Colgate-Palmolive Co. Procter & Gamble Co. Postobon Tecnoquimicas Quala Nacional de Chocolates

37.5 45.0 21.6 79.2 17.6 19.3 51.1 29.3 25.3 46.6

2007 $11.4 10.5 10.2 10.1 9.0 8.9 8.7 8.1 7.7 7.1

2006 % chg $22.1 19.0 18.8 21.6 19.3 NA 17.3 15.0 17.0 12.9





Sweden

United Kingdom

Brazil

Guatemala

Sifo Research International


Ibope

Ibope

http://www.sifo.se



Advertiser

2007

2006 % chg

Royal Ahold $129.5 $119.5 TeliaSonera 103.7 84.2 KF (Swedish Cooperative Union) 103.6 109.6 Unilever 82.6 72.1 Procter & Gamble Co. 69.7 46.6 Tele2 61.6 39.0 L’Oreal 58.2 52.3 Elgiganten 55.6 50.5 Ford Motor Co. 51.8 47.9 Volkswagen 47.9 51.9

8.3 23.1 -5.5 14.7 49.5 58.1 11.3 10.2 8.1 -7.7


Advertiser

2007

2006 % chg

Procter & Gamble Co. $462.0 $381.4 COI Communications 299.1 253.3 Unilever 285.0 305.8 L’Oreal 236.3 231.7 British Sky Broadcasting Group 228.6 132.2 Reckitt Benckiser 179.4 152.0 DFS 178.6 180.7 General Motors Corp. 168.3 144.4 Volkswagen 165.0 152.1 Nestle 158.1 124.5

Casas Bahia Unilever Caixa Anheuser-Busch InBev Fiat Ford Motor Co. General Motors Corp. Vivo Abril America Movil


2007

2006 % chg

$437.6 $313.2 196.0 112.5 84.4 NA 81.9 69.8 79.3 60.9 76.4 52.9 72.4 63.5 70.4 42.6 68.5 53.3 64.5 42.6

39.7 74.3 NA 17.3 30.1 44.4 14.0 65.1 28.4 51.4

Advertiser

2007

Telgua Cines Unilever Colgate-Palmolive Co. Canal 3 Telepromos Televisiete Procter & Gamble Co. America Movil PepsiCo

$2.9 2.8 2.8 2.7 2.7 2.5 2.5 2.4 2.3 2.1



Switzerland

Chile

Mexico


Ibope

Ibope



Advertiser


21.1 18.1 -6.8 2.0 73.0 18.0 -1.2 16.5 8.5 27.0

Advertiser

2007

2006 % chg

Federation of Migros Cooperatives$215.8 $173.4 Coop 153.8 138.2 L’Oreal 65.3 45.0 Nestle 61.9 41.4 Swisscom 60.9 56.4 Procter & Gamble Co. 52.2 44.2 Volkswagen 37.1 28.9 Unilever 35.3 25.1 PSA Peugeot Citroen 33.0 30.3 Renault 30.9 25.2 Figures are in millions of U.S. dollars.

24.4 11.2 45.0 49.4 8.0 18.2 28.6 40.9 9.1 22.8

Advertiser Unilever Falabella Paris Procter & Gamble Co. Telefonica Comercial E.C.C. SC Johnson Nestle Ecusa Distrib. y Servicio D&S

-48.4 -44.7 -45.8 -53.2 -53.3 NA -49.7 -46.2 -54.8 -44.6

2006 % chg $2.2 NA 2.3 2.8 NA NA NA 1.8 NA NA

36.7 NA 21.4 -1.1 NA NA NA 27.7 NA NA


2007 $15.1 12.6 9.2 8.4 7.9 7.8 6.5 6.1 5.6 5.5

2006 % chg

Advertiser

$10.8 9.6 7.2 5.8 5.5 5.8 4.7 4.4 3.8 NA

Televisa Group Television Azteca Orfeon Procter & Gamble Co. Pres De La Rep Mex Unilever Organizacion Bimbo Lab Genomma Radiomovil Dipsa Colgate-Palmolive Co.


40.0 31.3 27.9 44.9 42.6 33.8 40.3 40.0 45.2 NA

2007

2006 % chg

$347.4 $389.0 -10.7 184.9 162.0 14.2 137.7 88.6 55.5 124.0 108.4 14.4 88.9 89.3 -0.5 79.4 83.6 -5.1 76.8 65.6 17.0 70.8 52.3 35.2 70.0 NA NA 66.7 49.5 34.8




MIDDLE EAST

Panama

Bahrain

Jordan

Oman

Ibope

Pan Arab Research Center




http://arabiandemographics.iniquus.com/


Advertiser Cable & Wireless Televisora Nacional Medcom Dist Comercial Chacal Sa Cable Onda TV Shopping Telefonica Nestle Premier Marketing

2007

2006 % chg

$12.3 9.0 5.3 5.2 5.1 5.0 4.7 4.3 4.0 4.0

$9.0 37.7 NA NA NA NA 3.3 55.9 NA NA 3.4 45.4 5.8 -18.7 5.2 -16.6 NA NA NA NA

Advertiser

2007

2006 % chg

Batelco Zain Bahrain International Circuit PepsiCo General Motors Corp. Toyota Motor Corp. Chrysler Seef/Saar/Jazira Vodafone Ahli United Bank

$2.2 2.1 2.1 1.7 1.1 1.1 1.0 1.0 1.0 0.9

$2.1 7.1 NA NA 2.2 -3.1 2.3 -24.8 1.1 0.9 0.6 70.1 0.4 141.5 NA NA 2.0 -50.5 0.9 -2.7


Advertiser

2007

France Telecom Arab Bank Umniah Zain Jordan National Fastlink Housing Bank Mobilecom Procter & Gamble Co. Sama Telecom

$6.3 4.2 3.2 3.1 3.0 2.8 2.4 2.4 2.2 1.9

2006 % chg $0.6 2.9 3.9 NA 3.4 4.4 2.2 3.6 1.3 0.4

972.2 43.4 -16.8 NA -13.5 -36.7 7.7 -32.9 76.0 357.3

Advertiser

2007

Oman Internationall Bank Oman Mobile Bank Muscat Toyota Motor Corp. Nawras Telecom Muscat Festival Bank Dhofar Khareef Salalah National Bank of Oman Omantel

$5.9 3.8 2.9 2.8 2.2 1.8 1.8 1.7 1.6 1.6





Paraguay

Egypt

Kuwait

Qatar

Ibope







Advertiser

2007

Unilever Gateway Telecomunications Varios Particulares Telecom Argentina Telecel Gobierno Nacional Cervepar Tchibo Holding America Movil SC Johnson

$2.7 1.9 1.7 1.5 1.4 1.2 1.1 1.0 1.0 1.0

2006 % chg $2.2 1.8 NA 1.3 NA 1.0 1.0 0.8 0.9 0.6

21.9 7.9 NA 17.5 NA 17.2 15.9 32.0 15.3 66.4

Advertiser Mobinil Etisalat Vodafone Talaat Moustaf.Group Telecom Egypt PepsiCo National Bank of Egypt Theatre Art.House Procter & Gamble Co. Emaar

2007

2006 % chg

Advertiser

$31.8 30.1 24.5 16.3 13.3 11.9 10.5 7.2 6.5 6.0

$20.0 59.2 NA NA 16.1 51.7 4.9 231.5 4.9 171.6 9.9 19.9 8.4 24.4 3.9 82.7 6.2 4.1 NA NA

Procter & Gamble Co. McDonald’s Corp. Unilever National Bank of Kuwait Wataniya Telecom Toyota Motor Corp. General Motors Corp. Gulf Bank Zain Kuwait Finance House

2006 % chg

$15.2 12.0 9.0 7.7 7.3 7.1 6.1 5.5 5.5 4.4

$5.7 165.4 3.0 300.9 6.8 32.0 6.7 14.7 6.3 16.0 5.9 21.0 4.1 47.1 6.2 -11.6 NA NA 4.5 -1.1

2007

2006 % chg

Q-Tel Qatar National Bank Doha Bank The Pearl Qatar Commercial Bank of Qatar Qatar Islamic Bank Supreme Education Col. Nissan Motor Co. Qatari Diar Americana

$6.9 6.2 3.1 2.8 2.1 2.1 2.1 2.0 1.8 1.8

$6.1 14.5 NA NA 3.0 2.2 NA NA 1.7 22.4 0.6 283.0 NA NA 1.5 34.7 0.9 93.4 2.1 -16.7



Puerto Rico

Israel

Lebanon

Saudi Arabia

Mediafax

Ifat



Procter & Gamble Co. Televisa Group Sears Holdings Corp. Walgreens Toyota Motor Corp. Yum Brands Caribbean Restaurant Suncom Wireless AT&T Banco Popular Figures are in millions of U.S. dollars.


2007

2006 % chg

Advertiser

$34.5 34.4 27.7 21.6 19.4 18.4 17.0 16.7 15.8 14.1

$34.9 -1.1 7.4 363.6 21.4 29.2 21.9 -1.4 22.7 -14.5 9.8 87.6 15.4 10.4 15.4 8.1 18.5 -14.5 13.0 8.5

Bezeq Strauss-Elite Procter & Gamble Co. France Telecom Supersal Cellcom Coca-Cola Co. Co-Op, Haribua Hakahol Electra Tnuva Figures are in millions of U.S. dollars.

2007 $24.0 21.0 18.0 17.0 16.0 15.0 15.0 14.0 13.0 12.0

2006 % chg

Advertiser

$22.0 19.0 16.0 16.0 16.0 13.0 13.0 11.0 7.0 10.0

Procter & Gamble Co. L’Oreal PepsiCo Coca-Cola Co. Byblos Bank Toyota Motor Corp. Zain Henkel Blom Bank Mars Inc.

9.1 10.5 12.5 6.3 0.0 15.4 15.4 27.3 85.7 20.0


176.8 434.3 -27.5 11.9 -36.1 -2.9 16.1 NA 33.7 -18.5

Advertiser


Advertiser

$2.1 0.7 4.0 2.5 3.5 1.9 1.5 NA 1.2 1.9


2007


http://www.mediafaxpr.com/

2006 % chg


2007

2006 % chg

Advertiser

$59.8 18.7 13.7 9.8 9.6 7.2 6.2 5.6 5.5 5.0

$35.3 69.6 6.0 210.9 13.2 4.0 6.7 46.9 12.4 -22.7 NA NA NA NA 4.4 27.3 4.5 20.9 2.6 95.8

Saudi Telecomm Etihad Etisalat Co. National Commercial Bank Al Marai Toyota Motor Corp. General Motors Corp. Samba Al Riyadh Bank Procter & Gamble Co. Reckitt Benckiser Figures are in millions of U.S. dollars.

2007

2006 % chg

$31.8 26.6 14.4 14.2 13.1 10.6 10.2 6.9 6.5 6.2

$32.8 -3.0 29.0 -8.3 NA NA 9.9 43.2 14.3 -8.0 18.1 -41.3 8.2 25.2 5.8 17.6 7.3 -10.5 NA NA


CANADA AND U.S.

Syria

Canada





Advertiser

2007

PepsiCo Syriatel Vag Nokia Corp. Damascus International Samsung Group Areeba Volkswagen Banque Audi MTN Group

$1.3 0.8 0.6 0.5 0.5 0.4 0.4 0.4 0.3 0.3

2006 % chg $1.0 0.2 0.2 0.3 0.4 0.2 0.6 0.2 0.2 NA

29.8 243.8 250.9 41.2 35.1 151.9 -35.1 93.0 83.3 NA

Advertiser

2007



United Arab Emirates

U.S.


TNS Media Intelligence*


Advertiser Etisalat Du Dubai Holding Watani Yum Brands Better Homes Unilever Emaar General Motors Corp. Dubai Care

2.5 49.8 3.3 36.3 12.0 -1.3 17.8 12.5 -0.7 26.2

http://www.tns-mi.com/

2007

2006 % chg

$34.7 22.6 15.6 13.6 10.8 9.7 9.7 9.3 9.1 8.7

$9.1 283.2 5.7 298.0 18.2 -14.3 14.4 -5.5 NA NA 5.0 95.1 7.7 26.1 9.0 3.2 9.3 -2.3 NA NA


Advertiser Procter & Gamble Co. AT&T Verizon Communications General Motors Corp. Time Warner Ford Motor Co. Johnson & Johnson Walt Disney Co. Sprint Nextel Corp. GlaxoSmithKline

2007

2006 % chg

$3,700.3 2,245.1 2,144.5 2,061.9 1,737.6 1,653.2 1,421.2 1,387.4 1,313.2 1,187.0

$3,516.3 5.2 2,341.1 -4.1 1,926.4 11.3 2,208.4 -6.6 1,828.9 -5.0 1,700.5 -2.8 1,416.8 0.3 1,426.3 -2.7 1,252.0 4.9 1,327.1 -10.6

Figures above are measured media only, in millions of dollars.

Yemen

ABOUT THE U.S. DATA

Pan Arab Research Center http://arabiandemographics.iniquus.com/

Advertiser

2007

2006 % chg

Sabafon Why MTN Group Science & Tech. Univ. Al Hamadani Dilsi Coca-Cola Co. Tadamon Islamic Yemen Mobile PepsiCo

$0.3 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1

NA NA NA NA NA NA NA NA NA NA NA NA 0.1 -22.1 NA NA 0.3 -68.7 NA NA


2006 % chg

Procter & Gamble Co. $179.9 $175.4 BCE 117.6 78.5 General Motors Corp. 102.4 99.1 Canada Other Ministries/Crown Corp. 84.4 61.9 Provincial Government Lotteries 80.4 71.8 Telus Corp. 76.3 77.3 Ford Motor Co. 73.2 62.1 Johnson & Johnson 72.6 64.5 L’Oreal 64.4 64.9 Rogers Wireless Division 63.2 50.1

Ad Age annually publishes a ranking of the 100 Leading National Advertisers (AA, June 23).That ranking is based on combined measured media figures (shown above) and estimated unmeasured advertising spending (not shown).The ranking and an interactive database featuring profiles of the top 100 can be found in the DataCenter on AdAge.com. Go to http://adage.com/marketertrees08. See notes on Page 4. *Nielsen also monitors U.S. ad spending.
