Tracking The Top-10 Advertising Categories 1991 - 1999

Folio: The Magazine for Magazine Management, April 1, 2000

The magazine ad-spending story for the last nine years is a good one, with just a couple of exceptions. Overall, spending in these categories increased from $26.3B to $40.9B. In marketshare, though, the picture is somewhat more mixed, with print losing ground to oilier media in the top-three categories.

THE CHARTS SHOWN HERE EXAMINE 12 TYPES OF MEDIA: MAGAZINES, NEWSPAPERS, SUNDAY MAGAZINES, NATIONAL NEWSPAPERS, NETWORK TELEVISION, SPOT TV, SYNDICATED TV, CABLE, NATIONAL RADIO, NATIONAL SPOT RADIO, OUTDOOR AND THE INTERNET, SUNDAY MAGAZINES ARE INCLUDED WITH MAGAZINES, TELEVISION IS COMBINED AND ALL CATEGORIES THAT HAVE MARKETSHARE BELOW 10 PERCENT ARE SHOWN AS "OTHER".

                               1 Automotive
                        How marketshare has changed
                                    1991
TELEVISION 61%
MAGAZINES  19%
NEWSPAPERS 16%
OTHER       4%
                                   1999
TELEVISION 48%
NEWSPAPERS 36%
MAGAZINES  12%
OTHER       4%
                       Top 5 Advertisers in Category
              1991 1999
 1. GENERAL MOTORS 1. GENERAL MOTORS
           2. FORD 2. DAIMLERCHRYSLER
3. DAIMLERCHRYSLER 3. FORD
         4. TOYOTA 4. TOYOTA
          5. HONDA 5. NISSAN
                             2 Direct Response
                        How marketshare has changed
                                    1991
MAGAZINES  70%
TELEVISION 18%
OTHER      12%
                                   1999
MAGAZINES  56%
TELEVISION 28%
NEWSPAPERS 10%
OTHER       6%
                       Top 5 Advertisers in Category
                1991 1999
1. BRADFORD EXCHANGE 1. NAT'L SYNDICATIONS
             2. SONY 2. BRADFORD EXCHANGE
3. NATL SYNDICATIONS 3. SONY
       4. ROLL INT'L 4. ROLL INT'L
   5. BERTELSMANN AG 5. DELL COMPUTER
                               3 Technology
                        How marketshare has changed
                                   1991
MAGAZINES  45%
NEWSPAPERS 26%
TELEVISION 25%
OTHER       4%
                                    1999
MAGAZINES  18%
TELEVISION 47%
NEWSPAPERS 20%
OTHER      15%
                       Top 5 Advertisers in Category
              1991 1999
           1. AT&T 1. HEWLETT-PACKARD
            2. IBM 2. MICROSOFT
         3. COMPAQ 3. IBM
      4. MICROSOFT 4. COMPAQ
5. HEWLETT-PACKARD 5. APPLE
                         4 Toiletries & Cosmetics
                        How marketshare has changed
                                    1991
MAGAZINES  29%
TELEVISION 70%
OTHER       1%
                                    1999
MAGAZINES  30%
TELEVISION 68%
OTHER       2%
                       Top 5 Advertisers in Category
               1991 1999
1. PROCTER & GAMBLE 1. PROCTER & GAMBLE
             2. IBM 2. LOREAL SA
          3. COMPAQ 3. UNILEVER
       4. MICROSOFT 4. ESTEE LAUDER
 5. HEWLETT-PACKARD 5. JOHNSON & JOHNSON
                          5 Apparel & Accessories
                        How marketshare has changed
                                    1991
MAGAZINES  49%
TELEVISION 47%
OTHER       4%
                                    1999
MAGAZINES  68%
TELEVISION 31%
OTHER       1%
                       Top 5 Advertisers in Category
       1991 1999
    1. NIKE 1. NIKE
2. SARA LEE 2. SARA LEE
 3. REEBOCK 3. POLO/RALPH LAUREN
   4. GUESS 4. LEVI STRAUSS
5. DE BEERS 5. TOMMY HILFIGER
                       6 Home Furnishings & Supplies
                        How marketshare has changed
                                    1991
TELEVISION 69%
MAGAZINES  24%
OTHER       7%
                                   1999
TELEVISION 60%
MAGAZINES  36%
OTHER       4%
                       Top 5 Advertisers in Category
               1991 1999
1. PROCTER & GAMBLE 1. PROCTER & GAMBLE
            2. SONY 2. SONY
        3. UNILEVER 3. TIME WARNER
       4. WHIRLPOOL 4. CLOROX
       5. ARMSTRONG 5. MAYTAG
                          7 Food & Food Products
                        How marketshare has changed
                                    1991
TELEVISION 84%
MAGAZINES  11%
OTHER       5%
                                   1999
TELEVISION 79%
MAGAZINES  17%
OTHER       4%
                       Top 5 Advertisers in Category
            1991 1999
1. PHILIP MORRIS 1. PHILIP MORRIS
2. CAMPBELL SOUP 2. MILK INDUSTRY
     3. UNILEVER 3. NESTLE
4. TEXAS PACIFIC 4. KELLOGG
      5. CONAGRA 5. CAMPBELL SOUP
                            8 Drugs & Remedies
                        How marketshare has changed
                                    1991
MAGAZINES  11%
TELEVISION 79%
OTHER      10%
                                    1999
MAGAZINES  25%
TELEVISION 73%
OTHER       2%
                       Top 5 Advertisers in Category
                1991 1999
1. JOHNSON & JOHNSON 1. PFIZER
    2. AMERICAN HOME 2. JOHNSON & JOHNSON
         3. NOVARTIS 3. SCHERING-PLOUGH
  4. SCHERING-PLOUGH 4. AMERICAN HOME
          5. AVENTIS 5. MERCK
                          9 Financial, Insurance
                               & Real Estate
                            How marketshare has
                                  changed
                                    1991
MAGAZINES  14%
NEWSPAPERS 37%
TELEVISION 41%
OTHER       8%
                                    1999
MAGAZINES  15%
NEWSPAPERS 35%
TELEVISION 41%
OTHER       9%
                       Top 5 Advertisers in Category
             1991 1999
          1. AMEX 1. AMEX
2. AMERICAN INT'L 2. MORGAN STANLEY
    3. PRUDENTIAL 3. FMR
     4. CITIGROUP 4. CHARLES
    5. STATE FARM 5. STATE FARM
                            10 Transportation,
                             Hotels & Resorts
                            How marketshare has
                                  changed
                                    1991
MAGAZINES  17%
TELEVISION 22%
NEWSPAPERS 53%
OTHER       8%
                                    1999
MAGAZINES  22%
TELEVISION 28%
NEWSPAPERS 41%
OTHER       9%
                       Top 5 Advertisers in Category
             1991 1999
   1. WALT DISNEY 1. STAR WOOD
2. DELTA AIRLINES 2. SEAGRAM
      3. STARWOOD 3. MARRIOTT
           4. AMR 4. AMEX
        5. AMTRAK 5. DELTA AIRLINES