Every one of the top 10 advertisers spent less in 2008 than they did in 2007, according to the Nielsen Co.
Procter & Gamble continued to be the No. 1 spender despite cutting back by 19%.
The complete list of the top 10 follows.
Company | Jan.-Dec. 2008 | Jan.-Dec. 2007 | % change |
(millions of $)
|
|||
Procter & Gamble | $2,848.2 | $3,531.1 | -19.3% |
General Motors | $2,117.7 | $2,488.6 | -14.9% |
AT&T | $1,662.7 | $1,792.1 | -7.2% |
Verizon Communications | $1,614.8 | $1,636.3 | -1.3% |
Toyota Motor | $1,555.0 | $1,665.0 | -6.6% |
Ford Motor | $1,416.1 | $1,981.6 | -28.5% |
Johnson & Johnson | $1,211.0 | $1,280.1 | -5.4% |
Time Warner | $1,077.4 | $1,411.4 | -23.7% |
Honda Motor | $1,016.6 | $1,045.9 | -2.8% |
Cerberus Capital (Chrysler) | $1,002.6 | $1,456.7 | -31.2% |
Total | $15,522.1 | $18,288.8 | -15.1% |
Source: The Nielsen Co. Note: Data does not include Internet or B-2-B Spending |
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