Some of the information in this post may be out of date. Please speak to a librarian for more up to date information.
Working on an advertising/marketing paper and need to find what a particular company spent on advertising using different forms of media? The Ad Age DataCenter is the sourse you need to use. This unique database of advertising data is a subscription section of the broader Advertising Age magazine website. A reference librarian will need to password you in to this source, so ask a librarian at the reference desk to get you started.
Data on Advertisers
The 100 Leading National Advertisers: 2011 is an Ad Age annual ranking of the 100 largest U.S. advertising spenders. Marketer Family Trees 2011 link contains more data on these individual companies. Select to expand the information on your company of interest to view the company’s U.S. ad spending for 2010 and 2009 and the percentage increase or decrease of spending. Spending will be broken down to show dollars spent on different media, including magazines, newspaper, network T.V., cable T.V., local radio, network radio, internet, etc. The company’s worldwide sales revenue and geographic and division sales are also available to view. The U.S. Market Leaders link displays leading U.S. advertising spenders by market group (auto, retail, personal care, and household-product) and each company’s measured media dollars of spending (in mil), its market share, and the percentage increase or decrease in spending from 2009 to 2010. Many other rankings are shown, including the Top 10 Advertisers in Eight Media, the Media Spending of the 200 Largest Megabrands, and more. The Global Marketers 2011 link contains a ranking of the 100 largest global marketers by measured media spending. Users can also view the total amount a company spent on advertising in various regions of the world.
Data on Agencies
Investigate this section of the site if you are looking for a job in advertising. The agency rankings include links to the World’s Largest Agency Companies, the Largest U.S. Agencies from All Disciplines (900 plus agencies), and Agencies by Specialty and Multicultural Agencies. Each entry includes fast facts, information on the agencies services, the name of the CEO, and contact information, including the website.
For more on how to access of use this rich source of advertising data and information, ask a reference librarian!