The top 10 advertisers reduced their spending by 0.2% during the first nine months of 2008, compared with a year ago, TNS Media Intelligence reports. Among the top 50, spending dropped 2.1%. The following chart shows that among the top 10 spenders, six cut their ad spending and four spent more.
Top 10 Advertisers: Jan.-Sept. 2008 vs. Jan.-Sept. 2007
| Advertiser | Jan.-Sept. 2008 | Jan.-Sept. 2007 | Change | |
| 1 | Procter & Gamble | $2,291.4 | $2,436.3 | -5.9% |
| 2 | Verizon Communications | $1,713.8 | $1,519.1 | 12.8% |
| 3 | General Motors | $1,590.4 | $1,374.9 | 15.7% |
| 4 | AT&T | $1,453.2 | $1,684.2 | -13.7% |
| 5 | Time Warner | $1,097.1 | $1,226.5 | -10.5% |
| 6 | Johnson & Johnson | $1,062.0 | $1,075.8 | -1.3% |
| 7 | News Corp. | $1,061.5 | $961.6 | 10.4% |
| 8 | General Electric | $894.3 | $729.9 | 12.8% |
| 9 | Walt Disney Co. | $887.7 | $948.6 | -6.4% |
| 10 | Kraft Foods | $783.4 | $838.7 | -6.6% |
| Source: TNS Media Intelligence Figures do not include FSI, house ads or PSA activity. |
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