February 5th, 2008
Top 25 advertisers in African American media
With $89.7 mln in spending, Procter & Gamble is the largest advertiser targeting African American consumers, according to Nielsen Company. McDonald’s is second with $37.7 mln, followed by Johnson and Johnson with $36.1 million in total spending for the 12 months October 2006 through September 2007. Collectively, top 25 advertisers spent a total of $681.0 mln. 5 auto makers are in the top 25 advertisers across all African American media: General Motors ($35.8 mln), Chrysler ($28.2 mln), Ford ($25.9 mln), Nissan ($22.1 mln) and Toyota ($21.7 mln). Spending for the top 15 product categories across all media reached over $806 mln. Automotive category has the most spending at $187.4 mln, more than double the dollar amount of the number two product category, Quick Service Restaurants at $79.1 mln. Motion Pictures is the third highest ad spending product category at $75.4 mln.
| Advertisers | Budget, Oct 2006 - Sep 2007 |
| PROCTER & GAMBLE CO | 89.7 |
| MCDONALD’S CORP | 37.7 |
| JOHNSON & JOHNSON | 36.1 |
| GENERAL MOTORS CORP | 35.8 |
| NATL AMUSEMENTS INC | 30.6 |
| CHRYSLER (CERBERUS) | 28.2 |
| VERIZON COMMUNICATIONS INC | 26.8 |
| US GOVERNMENT | 26.1 |
| TIME WARNER INC | 26.0 |
| FORD MOTOR CO | 25.9 |
| LOREAL SA | 25.0 |
| KRAFT FOODS INC | 24.5 |
| WALT DISNEY CO | 24.0 |
| GENERAL ELECTRIC CO | 23.2 |
| AT&T INC | 22.9 |
| WAL-MART STORES INC | 22.6 |
| NISSAN MOTOR CO LTD | 22.1 |
| TOYOTA MOTOR CORP | 21.7 |
| UNILEVER | 21.6 |
| PEPSICO INC | 20.9 |
| SONY CORP | 19.2 |
| NEWS CORP | 18.9 |
| SPRINT NEXTEL CORP | 17.9 |
| ALLSTATE CORP | 17.3 |
| BERKSHIRE HATHAWAY INC | 16.2 |
