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Advertisers Diversify

Apr 26, 2009  •  Post A Comment

A look at the top advertisers on national television in 2008 finds just one company, packaged goods giant Procter & Gamble, among the top 10 spenders in all three major TV programming categories—broadcast, cable and syndication—according to data gathered by the Nielsen Co.
In fact, P&G was the top spender in all three categories. In the cable category, P&G spent more than twice as much money as the next biggest spender, Johnson & Johnson.
Of the top 10 advertisers in national broadcast, five marketers—General Motors, Ford Motor Co., Sprint Nextel Corp., Time Warner Inc. and Toyota Motor Corp.—were not among the top 10 spenders in either cable or syndication.
However, three marketers—AT&T Inc., Verizon Communications and General Electric Co.—were in the top 10 spenders in both national broadcast and national cable.
Among the top 10 advertisers on national broadcast, only Pfizer was also among the top 10 advertisers in syndication.
Likewise, only one marketer, Johnson & Johnson, was among the top 10 spenders in national cable and national syndication but not in national broadcast.
Half of the top 10 advertisers in national cable were not in the top 10 in national broadcast or national syndication. They were Yum! Brands, Walt Disney Co., General Mills, Berkshire Hathaway and General Motors.
Similarly, seven of the top 10 advertisers in national syndication were not in the top 10 in national broadcast or national cable. They were Glaxosmithkline, L’Oreal, Kellogg Co., Campbell Soup Co., Nestle, Reckitt Benckiser and Eli Lilly & Co.
Clearly some of this points to a difference in strategy, as well as variations in how much money marketers are willing to spend.
To be a top 10 spender in national broadcast requires a significantly larger spend than to be in the top 10 in cable, which, in turn, requires a significantly larger spend than to be in the top 10 in syndication.
With the economic downturn and many marketers vowing to spend even less money in this year’s upfront than in last year’s, programmers clearly are interested to see how the spending patterns of these top marketers will shift, if at all.
2008 Broadcast Ad Spending
2008 Cable Ad Spending
2008 Syndicated Ad Spending

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