The advertising market is polarised. While some firms are warning of a lack of consumer confidence, others are cheering a buoyant economy and cash-rich customers. Who is right?
This year's list of the top 100 advertisers points to 2005 being a significantly better year than 2004, at least among the bigger companies. Total adspend for the top 100 reached £3.7bn, an inflation-busting 5.7% increase on 2004's £3.5bn spend.
In many ways these figures are better than some might have expected.
Chris Williamson, head of economics at NTC Economics, which carries out the research for the Institute of Practitioners in Advertising's (IPA) Bellwether Report, says that while 2005 started off strongly, budgets were reined in over the year. 'One of the main reasons for this was high energy prices,' he says. 'The squeeze to companies' profit margins meant costs had to be cut and marketing is one area that was reduced. In some cases they reallocated spend from more expensive activities such as media advertising (to less costly channels).
'Cuts were a big problem in both the industrial and consumer sectors, as there was a drop in the rate of growth of consuming spending,' Williamson adds. 'Firms in sectors that are consumer-oriented and at the mercy of energy prices, such as car companies, were hit with a double-whammy.'
Of the top five advertisers in the automotive category, four cut their adspend, with Toyota, BMW and Nissan all making double-digit reductions.
Honda, with its award-winning creative by Wieden & Kennedy, was a notable exception, increasing its adspend by 9%. The activity, including the recent lavish and much-praised 'Impossible dream' ad, has generated a noticeable increase in sales and boosted Honda's bottom line.
But Honda was an isolated case in the sector in a year that saw MG Rover bite the dust, with Chinese firm Nanjing Automobile buying its remaining assets. 'Last year was a particularly hard year for both manufacturers and those that import and sell in the UK,' says Nigel Wonnacott, head of communications for the Society of Motor Manufactures and Traders (SMMT).
'Consumer confidence was hit by rising interest rates and fuel prices. With fewer customers and the cost of raw materials rising, there will be no significant change in 2006.'
Not all dips in adspend signify a wider malaise in a sector, however.
Procter & Gamble's huge £179m advertising budget was 12.6% lower than in 2004, but Bernard Balderston, P&G's associate director of media, puts that down to timings of category activity rather than a determined cut in spend. Amid concerns about media fragmentation and marketers' difficulty in reaching mass audiences, the FMCG giant can be viewed as a barometer of the industry as a whole.
'Where you invest depends on what your communications objectives are and how you feel you can best reach consumers,' says Balderston. 'P&G has moved away from being close to a 100% TV advertiser a few years ago to a more multimedia advertiser. Where we've been is not where we'll be in the future.'
Despite traditional media's falling audience share, TV, radio and press ad space are still in demand when mass marketing is called for. Last year was a crucial one for Morrisons as the supermarket embarked on a programme of converting its acquired Safeway stores. Morrisons invested about 36% more than the two retailers' combined budgets the previous year.
'We were supporting the conversion of 240 stores,' explains Michael Bates, the grocer's marketing director. 'Each had its own bespoke media package. We launched Morrisons in Scotland in April and the South-East in September using TV and radio. We also rolled out our "Reasons" campaign nationally in October, advertising on national TV for the first time.'
This level of investment will not be repeated in 2006, but with more stores, its budget will be significant: Bates says TV, radio and national press will remain key to its strategy.
Competition is strong in the food retail sector, with most of the big supermarkets upping adspend to attract customers into stores. There is a similar battle for customers in the finance sector, which has been hit by low consumer confidence.
Nationwide's response was to adjust its marketing mix and reduce its sponsorship activity, diverting funds to advertising. 'Sponsorship is good for awareness but difficult for product-specific messages,' says marketing director Steve Clode. 'Our current TV campaign is working well, (gaining) levels of advertising recognition double what we've historically achieved.'
One sector apparently less affected has been the mobile phone market, whose fast pace of development has resulted in a steady stream of new products to promote. Nokia's adspend more than doubled as it supported the launch of its N-series and 8800 phones. Its spend is expected to remain at this level.
Crazy Frog may have gripped and repelled in equal measure, but there was no escaping it as Jamster upped its adspend by 206% to £45m. With a business model reliant on advertising, its choice of media was key.
'If a channel achieved a certain response per pound spent, we would increase our spend on that channel,' says Robert Swift, marketing director at Jamster. 'TV, print and the internet all worked well for us.'
Toward the top of the table, BT's shift of focus to direct activity became apparent with a 23% cut in adspend. Despite a consumer ad campaign with a 'modern families' theme, its TV presence is much diminished from previous years. The telecoms giant's shift in budget allocation is more in line with those found in the IPA's Bellwether Report.
Will this generally cautious state of affairs continue in 2006? Williamson says budget settings for the year have been the least optimistic since 2001, but also offers a glimmer of hope: budgets could be revised upward if the economic climate improves.
'There are signs to suggest that will happen, such as a possible cut in interest rates and improved economic growth in the UK's main trading partners,' he adds. 'If this transfers into stronger profits, then 2006 could be better than 2005.'
MEDIA SPEND ALLOCATION 1-100 Rank Advertiser 2005 Yr-on-yr Cinema 05 04 total spend diff(%) % of Yr-on-yr (pounds) total diff (%) 1 2 Unilever 208,141,406 7.6 6.0 66.6 2 1 Procter & Gamble 179,492,312 -12.6 0.1 -95.0 3 3 COI Communications 167,153,919 1.5 0.9 -49.3 4 4 L'Oreal Golden 101,766,836 6.7 0.0 -100.0 5 7 DFS 85,853,171 23.4 4.2 88.8 6 10 BSkyB 77,823,324 18.9 7.9 126.1 7 15 Masterfoods 72,576,017 36.0 4.3 811.4 8 14 Orange 71,265,733 31.8 19.5 1.5 9 6 Reckitt Benckiser 67,450,864 -4.4 0.0 0.0 10 9 Nestle 67,066,094 1.3 1.0 -64.0 11 5 BT 62,876,693 -23.7 0.0 0.0 12 12 Vauxhall 61,470,312 7.1 8.4 96.8 13 8 Ford 59,880,143 -9.9 1.7 0.0 14 13 Kellogg 58,938,533 4.0 1.4 -39.3 15 17 Tesco 55,961,746 12.3 0.0 0.0 16 11 Renault 54,985,104 -6.6 7.8 -18.9 17 21 Vodafone 49,420,023 13.0 1.6 0.0 18 19 Sainsbury's 47,608,151 -3.3 0.0 0.0 19 22 B&Q 45,907,881 5.3 0.0 0.0 20 118 Jamster 45,058,656 206.2 0.0 0.0 21 44 T-Mobile 44,883,294 61.1 1.1 387.9 22 32 Marks & Spencer 44,722,030 31.5 0.0 -100.0 23 20 Volkswagen 44,621,573 -2.8 8.8 12.2 24 16 Toyota 43,073,174 -16.6 8.2 59.2 25 27 Asda 42,959,443 14.8 0.0 0.0 26 23 O2 42,515,855 -0.1 0.1 -97.1 27 25 UIP 39,707,474 -3.2 0.0 0.0 28 24 McDonald's 39,115,867 -6.6 0.0 -100.0 29 50 20th Century Fox 38,318,841 44.2 1.4 0.0 30 33 Argos 38,224,081 13.3 0.0 0.0 31 30 Peugeot 36,944,169 3.9 1.0 -86.2 32 41 Mattel 35,325,223 23.4 0.8 36.0 33 35 Beiersdorf 34,889,110 4.7 6.6 -29.2 34 29 PC World 34,874,877 -3.2 0.8 0.0 35 26 Currys 34,096,346 -9.8 0.0 0.0 36 28 Johnson & Johnson 33,630,960 -7.4 4.5 0.0 37 34 News International 32,807,140 -2.5 0.0 0.0 38 40 Boots the Chemists 32,362,923 11.8 0.0 0.0 39 37 Citroen 32,343,861 0.6 0.0 0.0 40 36 British Airways 32,171,906 -1.1 0.0 -100.0 41 48 GSK Consumer Healthcare 31,779,916 17.3 0.0 0.0 42 46 Scottish Courage 30,595,227 12.3 11.8 19.2 43 43 Entertainment Films 30,325,824 8.5 0.0 0.0 44 113 Morrisons 29,674,092 95.1 0.0 0.0 45 52 Coca-Cola 29,163,343 14.3 1.8 -66.8 46 60 MFI 28,690,946 20.4 0.0 0.0 47 42 Homebase 28,492,581 1.1 0.0 0.0 48 90 Danone 28,466,161 60.0 0.0 0.0 49 47 Direct Line 27,766,822 2.1 0.0 -100.0 50 64 Sony BMG Music 27,710,636 23.3 1.2 164.1 Entertainment 51 65 Specsavers 27,010,212 21.1 0.0 0.0 52 71 British Gas 26,553,301 27.7 0.0 -100.0 53 53 Camelot 25,733,157 1.6 0.0 0.0 54 154 Esure 25,424,161 107.2 4.0 0.0 55 18 3 25,219,673 -49.3 1.7 -82.8 56 59 Abbey National 25,157,624 4.5 0.0 -93.6 57 51 Diageo 24,951,892 -3.1 3.9 -51.9 58 39 Woolworths 24,899,740 -18.9 0.0 0.0 59 72 Dell 24,066,470 16.6 0.0 0.0 60 165 Nationwide 24,050,411 114.0 0.0 0.0 61 63 HSBC 23,038,195 0.6 0.0 0.0 62 106 Microsoft 22,595,474 41.5 8.4 140.9 63 68 Kraft Foods 21,877,826 3.2 0.0 0.0 64 31 AOL 21,652,831 -37.1 0.0 0.0 65 83 Pfizer Consumer 21,454,449 17.2 0.1 0.0 Healthcare 66 38 JD Williams 21,178,860 -32.2 0.0 0.0 67 61 Barclays 21,020,756 -8.9 1.3 0.0 68 76 Interbrew 20,747,722 5.0 13.9 -1.0 69 49 BMW 20,612,246 -22.9 13.7 27.3 70 55 Hewlett-Packard 20,411,024 -17.7 2.4 -87.9 71 105 Norwich Union Direct 20,274,853 25.7 0.0 0.0 72 79 Warner Bros 20,265,861 5.7 0.0 0.0 Distributors 73 70 Associated Newspapers 20,261,284 -2.8 0.0 0.0 74 111 Vivid Imaginations 20,046,664 29.8 0.0 0.0 75 78 Universal Music 19,893,760 3.0 0.3 64.2 76 126 Yell 19,887,785 44.4 0.0 0.0 77 205 Nokia 19,795,585 120.9 18.1 0.0 78 88 Honda 19,676,598 9.4 5.1 -14.7 79 82 Debenhams 19,662,310 6.9 1.6 0.0 80 93 More Th>n 19,291,236 11.0 0.0 0.0 81 136 Hasbro 19,247,936 43.2 0.6 0.0 82 74 Kimberly-Clark 19,200,470 -5.3 1.0 1327.3 83 77 Buena Vista Int'l 19,155,352 -16.6 0.0 -100.0 84 98 Audi 18,965,004 13.5 7.7 1553.1 85 191 Channel 4 18,818,369 94.8 1.3 117.9 86 75 Comet 18,786,418 -6.4 0.0 0.0 87 107 HMV Music Stores 18,734,906 17.7 0.0 0.0 88 128 Muller Dairy 18,688,254 36.1 5.9 904.8 89 67 Cadbury Trebor Bassett 18,500,681 -13.4 0.0 0.0 90 110 Kia 18,320,276 17.9 0.0 0.0 91 109 Warner Music 18,215,891 17.0 1.2 -20.9 92 140 Post Office 18,025,305 36.2 0.0 -100.0 93 45 Nissan 18,023,621 -34.6 4.7 -56.1 94 58 Gillette 17,861,266 -26.1 0.0 -100.0 95 147 Lexus 17,826,763 40.9 0.0 0.0 96 80 KFC 17,760,015 -5.9 0.0 0.0 97 127 Virgin Records 17,719,402 -19.4 0.3 0.0 98 73 IBM 17,408,332 -14.4 0.0 0.0 99 104 Coors 17,403,903 7.7 0.0 0.0 100 138 Mercedes-Benz 17,195,661 28.6 0.0 0.0 Rank Advertiser Outdoor Press 05 04 % of Yr-on-yr % of Yr-on-yr total diff (%) total diff (%) 1 2 Unilever 19.5 -10.0 17.2 43.9 2 1 Procter & Gamble 1.7 -57.5 16.5 1.9 3 3 COI Communications 9.6 5.9 20.8 -19.0 4 4 L'Oreal Golden 4.0 -38.4 31.6 41.2 5 7 DFS 10.0 113.8 42.5 15.9 6 10 BSkyB 14.6 -10.8 41.4 20.1 7 15 Masterfoods 11.5 -37.8 21.7 113.3 8 14 Orange 16.5 42.4 26.6 15.4 9 6 Reckitt Benckiser 1.6 -65.8 1.4 -52.5 10 9 Nestle 11.4 -21.2 19.6 54.3 11 5 BT 7.5 -61.0 36.4 -17.4 12 12 Vauxhall 8.2 52.2 24.8 -23.1 13 8 Ford 15.1 -22.5 23.4 -26.8 14 13 Kellogg 2.6 -41.8 7.1 -14.1 15 17 Tesco 0.5 -94.2 42.1 23.4 16 11 Renault 10.2 -2.6 30.3 -4.3 17 21 Vodafone 27.8 147.9 21.9 -19.5 18 19 Sainsbury's 9.1 38.4 38.6 18.1 19 22 B&Q 3.6 467.5 26.7 21.2 20 118 Jamster 0.1 0.0 35.6 81.8 21 44 T-Mobile 32.5 66.4 35.0 33.5 22 32 Marks & Spencer 11.9 1.0 24.3 -33.9 23 20 Volkswagen 11.7 17.8 28.1 -4.4 24 16 Toyota 7.3 -22.1 37.1 1.6 25 27 Asda 3.9 567.6 40.6 35.4 26 23 O2 36.5 10.4 29.9 12.0 27 25 UIP 31.1 -1.7 15.1 -12.4 28 24 McDonald's 12.0 -31.5 10.1 54.1 29 50 20th Century Fox 22.5 91.1 22.9 42.2 30 33 Argos 0.5 955.8 44.5 -2.8 31 30 Peugeot 10.2 2.5 25.0 22.7 32 41 Mattel 0.2 -62.1 1.1 -53.4 33 35 Beiersdorf 7.9 -7.7 23.0 8.0 34 29 PC World 0.1 2420.4 53.1 -11.3 35 26 Currys 0.1 210.6 51.5 -3.3 36 28 Johnson & Johnson 0.0 -99.6 13.9 -38.3 37 34 News International 1.9 -38.2 1.0 -31.5 38 40 Boots the Chemists 1.4 46.4 40.6 60.7 39 37 Citroen 0.0 -100.0 31.2 16.1 40 36 British Airways 28.1 57.7 33.6 -4.6 41 48 GSK Consumer Healthcare 7.5 -52.2 11.7 -21.5 42 46 Scottish Courage 12.9 -18.7 8.4 109.5 43 43 Entertainment Films 29.1 -7.3 19.3 48.6 44 113 Morrisons 1.1 -16.9 38.7 90.8 45 52 Coca-Cola 15.7 112.5 11.8 85.1 46 60 MFI 0.0 -100.0 45.9 25.2 47 42 Homebase 0.2 113.3 12.7 -47.8 48 90 Danone 0.5 -30.7 3.6 49.2 49 47 Direct Line 14.4 -2.7 19.0 -4.0 50 64 Sony BMG Music Entertainment 5.3 17.7 8.0 0.6 51 65 Specsavers 0.9 -9.5 29.1 17.3 52 71 British Gas 11.5 -13.5 19.6 119.1 53 53 Camelot 0.4 -91.6 8.3 -14.0 54 154 Esure 14.2 326.0 7.3 468.1 55 18 3 7.4 -75.5 16.7 -62.1 56 59 Abbey National 10.4 -21.0 35.4 -14.1 57 51 Diageo 14.5 -37.6 10.8 12.6 58 39 Woolworths 0.0 0.0 37.5 -17.6 59 72 Dell 0.0 0.0 70.0 26.1 60 165 Nationwide 5.9 5.6 32.1 18.4 61 63 HSBC 4.8 4.2 29.4 -13.9 62 106 Microsoft 4.6 -31.6 31.3 -16.3 63 68 Kraft Foods 0.0 -100.0 13.1 -11.4 64 31 AOL 19.5 -6.7 35.1 -8.5 65 83 Pfizer Consumer Healthcare 7.8 -37.2 20.1 95.9 66 38 JD Williams 0.0 0.0 93.5 -33.7 67 61 Barclays 10.6 367.4 30.1 -17.2 68 76 Interbrew 12.8 1381.0 16.3 -20.6 69 49 BMW 14.3 -30.1 32.2 -17.6 70 55 Hewlett-Packard 2.9 -38.0 58.3 -1.1 71 105 Norwich Union Direct 1.6 9.6 28.4 42.0 72 79 Warner Bros Distributors 40.2 4.9 17.4 6.6 73 70 Associated Newspapers 6.8 31.4 2.7 339.2 74 111 Vivid Imaginations 0.0 0.0 0.0 -94.8 75 78 Universal Music 2.8 2.5 6.3 36.0 76 126 Yell 21.3 560.7 0.7 -64.8 77 205 Nokia 8.3 314.3 29.8 -19.0 78 88 Honda 0.0 -100.0 13.2 -42.6 79 82 Debenhams 0.5 225.6 47.8 -1.2 80 93 More Th>n 9.5 19.0 6.3 -14.0 81 136 Hasbro 0.0 -100.0 1.5 115.9 82 74 Kimberly-Clark 5.9 -15.5 12.8 87.3 83 77 Buena Vista International 40.0 -14.9 12.2 -42.8 84 98 Audi 5.8 -14.6 25.4 -10.1 85 191 Channel 4 37.7 35.7 51.4 160.8 86 75 Comet 0.2 -53.0 44.3 -3.0 87 107 HMV Music Stores 1.9 24.7 58.6 17.8 88 128 Muller Dairy 20.1 179.3 29.5 48.6 89 67 Cadbury Trebor Bassett 45.2 6.8 16.5 93.3 90 110 Kia 15.5 824.6 27.6 -14.3 91 109 Warner Music 12.8 133.8 15.7 60.1 92 140 Post Office 3.5 -57.3 31.1 113.0 93 45 Nissan 11.9 1350.6 30.7 -38.3 94 58 Gillette 11.1 -58.1 17.5 -19.2 95 147 Lexus 8.9 132.4 54.2 1.6 96 80 KFC 43.5 186.4 3.3 -63.2 97 127 Virgin Records 9.1 -43.5 5.0 -12.1 98 73 IBM 5.2 2168.3 39.5 -15.9 99 104 Coors 8.3 -3.2 1.0 -66.7 100 138 Mercedes-Benz 5.6 -41.6 46.2 36.3 Rank Advertiser Radio TV 05 04 % of Yr-on-yr % of Yr-on-yr total diff (%) total diff (%) 1 2 Unilever 4.9 47.3 52.4 0.0 2 1 Procter & Gamble 2.9 0.6 78.9 -11.7 3 3 COI Communications 19.6 32.3 49.1 4.0 4 4 L'Oreal Golden 0.8 2449.5 63.7 -1.8 5 7 DFS 5.7 76.4 37.6 9.9 6 10 BSkyB 8.0 37.3 28.2 17.3 7 15 Masterfoods 0.6 -63.5 61.9 44.7 8 14 Orange 4.0 -18.0 33.3 95.1 9 6 Reckitt Benckiser 0.0 -97.4 97.0 1.0 10 9 Nestle 5.1 38.2 62.8 -3.5 11 5 BT 9.4 -25.2 46.7 -15.6 12 12 Vauxhall 9.1 18.3 49.5 12.9 13 8 Ford 8.1 -3.1 51.7 1.1 14 13 Kellogg 1.8 -65.8 87.0 14.9 15 17 Tesco 0.6 -78.5 56.8 28.8 16 11 Renault 9.9 17.4 41.7 -10.9 17 21 Vodafone 11.3 47.9 37.3 -12.1 18 19 Sainsbury's 9.4 -37.4 43.0 -12.7 19 22 B&Q 3.8 57.8 65.8 -5.8 20 118 Jamster 0.9 1488.9 63.4 387.0 21 44 T-Mobile 6.4 50.8 25.0 111.5 22 32 Marks & Spencer 4.9 -39.8 58.9 235.0 23 20 Volkswagen 6.4 27.8 45.1 -11.2 24 16 Toyota 8.7 3.9 38.7 -36.0 25 27 Asda 2.2 52.5 53.3 -3.2 26 23 O2 0.4 -88.5 33.2 -2.2 27 25 UIP 4.9 10.6 48.8 -2.2 28 24 McDonald's 7.7 55.4 70.2 -10.0 29 50 20th Century Fox 4.6 123.1 48.6 23.3 30 33 Argos 2.3 2607.8 52.7 24.4 31 30 Peugeot 2.6 1613.8 61.2 4.1 32 41 Mattel 0.0 0.0 97.9 26.3 33 35 Beiersdorf 4.6 151.9 57.9 6.2 34 29 PC World 0.2 97.5 45.8 5.4 35 26 Currys 0.1 27.6 48.4 -16.0 36 28 Johnson & Johnson 3.8 131.2 77.8 -3.0 37 34 News International 9.8 -22.5 87.4 2.2 38 40 Boots the Chemists 1.8 -73.4 56.2 -0.7 39 37 Citroen 2.2 -3.3 66.6 1.4 40 36 British Airways 6.4 -34.8 31.8 -13.5 41 48 GSK Consumer Healthcare 5.9 42.4 74.9 48.1 42 46 Scottish Courage 2.2 88.8 64.8 11.4 43 43 Entertainment Films 10.3 45.7 41.3 1.5 44 113 Morrisons 5.7 73.0 54.6 106.6 45 52 Coca-Cola 6.4 206.2 64.3 -2.9 46 60 MFI 0.0 -99.9 54.1 22.9 47 42 Homebase 0.1 -70.8 87.0 17.3 48 90 Danone 1.6 356.3 94.3 59.9 49 47 Direct Line 3.4 -14.9 63.2 8.2 50 64 Sony BMG Music Entertainment 4.0 -12.5 81.5 28.1 51 65 Specsavers 13.1 -5.0 56.9 32.4 52 71 British Gas 4.2 581.0 64.6 23.7 53 53 Camelot 20.3 31.7 71.0 3.5 54 154 Esure 8.2 250.1 66.2 60.4 55 18 3 16.6 -55.7 57.6 -24.0 56 59 Abbey National 24.8 116.3 29.4 0.9 57 51 Diageo 8.9 109.0 61.9 6.7 58 39 Woolworths 1.8 49.1 60.7 -20.8 59 72 Dell 0.0 -73.7 30.0 -0.3 60 165 Nationwide 10.0 42.5 52.0 641.0 61 63 HSBC 0.5 -47.4 65.2 9.4 62 106 Microsoft 0.9 -31.2 54.7 152.9 63 68 Kraft Foods 6.3 -12.3 80.7 18.0 64 31 AOL 0.4 -85.9 45.0 -53.5 65 83 Pfizer Consumer Healthcare 0.2 -85.2 71.8 17.4 66 38 JD Williams 0.0 0.0 6.5 2.3 67 61 Barclays 4.6 -25.6 53.4 -17.8 68 76 Interbrew 0.5 -37.3 56.4 -4.2 69 49 BMW 0.0 -92.8 39.8 -32.4 70 55 Hewlett-Packard 7.4 146.4 29.0 -16.8 71 105 Norwich Union Direct 0.9 97.4 69.0 19.9 72 79 Warner Bros Distributors 2.7 45.6 39.7 4.2 73 70 Associated Newspapers 2.2 -30.5 88.3 -6.0 74 111 Vivid Imaginations 0.0 0.0 100.0 30.4 75 78 Universal Music 2.8 27.1 87.8 0.5 76 126 Yell 7.7 -11.0 70.3 26.8 77 205 Nokia 0.5 502.4 43.3 573.6 78 88 Honda 9.3 605.0 72.5 18.4 79 82 Debenhams 7.2 17.2 42.9 10.4 80 93 More Th>n 3.6 262.1 80.6 9.3 81 136 Hasbro 0.9 8767.5 96.9 40.3 82 74 Kimberly-Clark 0.0 -99.6 80.3 -4.2 83 77 Buena Vista International 5.9 -18.1 41.9 -5.0 84 98 Audi 2.9 37.9 58.2 15.2 85 191 Channel 4 6.8 109.0 2.8 0.0 86 75 Comet 1.7 -54.9 53.8 -5.7 87 107 HMV Music Stores 2.0 83.4 37.5 14.9 88 128 Muller Dairy 0.0 -100.0 44.5 6.3 89 67 Cadbury Trebor Bassett 9.8 759.7 28.5 -55.1 90 110 Kia 7.5 173.7 49.4 2.6 91 109 Warner Music 5.7 24.1 64.5 0.8 92 140 Post Office 6.8 66.2 58.6 30.3 93 45 Nissan 6.2 -45.2 46.5 -42.1 94 58 Gillette 1.6 -48.6 69.7 -14.7 95 147 Lexus 0.8 1271.9 36.1 162.0 96 80 KFC 0.4 -29.2 52.8 -35.3 97 127 Virgin Records 6.1 -10.1 79.6 -16.6 98 73 IBM 0.0 -100.0 55.3 -19.0 99 104 Coors 0.5 42.7 90.1 11.6 100 138 Mercedes-Benz 4.0 -41.8 44.3 60.7 Source: Nielsen Media Research
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