| TOP 50 SPORTS ADVERTISERS | ||||||
| (RANKED BY TOTAL SPORTS AD SPENDING IN 2009) | ||||||
| Rank (2008 rank) | Company/ brand | 2009 sports ad spending | 2009 total ad spending | Change in sports spending: 2009 vs. 2008 | Change in sports spending: 2009 vs. 2007 | Pct. of 2009 total ad spending dedicated to sports |
| 1 (1) | Anheuser-Busch | $309,178,656 | $408,024,258 | -5.60% | 15.50% | 75.80% |
| 2 (3) | Verizon Communications | $228,150,391 | $1,131,202,308 | -2.20% | 5.00% | 20.20% |
| 3 (6) | Sprint Nextel | $204,961,328 | $569,360,813 | 10.40% | 15.90% | 36.00% |
| 4 (7) | Ford | $197,345,266 | $599,444,324 | 9.90% | -1.20% | 32.90% |
| 5 (2) | AT&T Wireless | $180,919,156 | $757,939,851 | -32.20% | 0.10% | 23.90% |
| 6 (11) | Geico Direct | $171,272,922 | $431,404,936 | 25.50% | 105.70% | 39.70% |
| 7 (5) | Toyota Motor Sales USA | $166,766,578 | $509,332,621 | -25.00% | -18.30% | 32.70% |
| 8 (10) | DirecTV | $166,741,438 | $382,974,240 | 8.60% | 65.70% | 43.50% |
| 9 (4) | Chevrolet Motor Division | $160,307,422 | $450,917,384 | -30.40% | -24.60% | 35.60% |
| 10 (8) | McDonald’s | $155,405,203 | $724,494,765 | -9.30% | 24.60% | 21.50% |
| 11 (31) | Pfizer Pharmaceuticals Group | $129,212,773 | $648,390,439 | 74.50% | 216.40% | 19.90% |
| 12 (12) | Southwest Airlines | $126,540,508 | $196,790,087 | -4.20% | 11.00% | 64.30% |
| 13 (16) | State Farm | $117,084,953 | $268,157,545 | 4.00% | 37.80% | 43.70% |
| 14 (17) | MillerCoors | $116,787,562 | $173,106,248 | 6.10% | 10.00% | 67.50% |
| 15 (18) | Coors Brewing | $115,199,250 | $143,190,014 | 7.40% | 1.30% | 80.50% |
| 16 (20) | Taco Bell | $112,211,344 | $226,736,065 | 9.70% | 28.10% | 49.50% |
| 17 (36) | Warner Bros. Entertainment | $111,135,266 | $459,223,023 | 60.00% | 93.90% | 24.20% |
| 18 (19) | Subway | $98,645,367 | $377,199,067 | -4.10% | 28.20% | 26.20% |
| 19 (21) | Apple | $97,074,844 | $384,500,007 | 4.90% | 8.70% | 25.20% |
| 20 (74) | Microsoft | $94,903,898 | $358,776,419 | 160.10% | 287.30% | 26.50% |
| 21 (29) | GMC Truck Division | $89,820,594 | $190,811,181 | 20.50% | 9.20% | 47.10% |
| 22 (14) | Dodge Car-Truck Division | $86,964,750 | $275,924,876 | -30.10% | -23.70% | 31.50% |
| 23 (15) | Coca-Cola | $79,827,586 | $158,971,153 | -33.90% | -4.30% | 50.20% |
| 24 (30) | Lexus | $78,659,344 | $177,049,043 | 5.60% | 22.90% | 44.40% |
| 25 (42) | Lilly Icos | $78,073,695 | $144,032,517 | 22.70% | 27.50% | 54.20% |
| 26 (32) | Lowe’s Home Centers | $77,902,531 | $229,033,043 | 7.60% | 18.00% | 34.00% |
| 27 (9) | Nissan North America | $77,808,398 | $263,516,480 | -51.70% | -51.30% | 29.50% |
| 28 (38) | Hyundai Motor America | $77,402,711 | $238,668,654 | 13.90% | 120.60% | 32.40% |
| 29 (40) | Burger King | $75,750,852 | $245,066,715 | 14.70% | 35.60% | 30.90% |
| 30 (64) | NFL | $68,119,312 | $76,609,153 | 56.90% | 22.80% | 88.90% |
| 31 (26) | Home Depot | $67,848,250 | $255,387,473 | -16.70% | -6.00% | 26.60% |
| 32 (24) | American Honda | $67,409,805 | $414,105,871 | -20.70% | -18.60% | 16.30% |
| 33 (13) | Visa | $63,944,215 | $183,781,722 | -49.70% | 3.00% | 34.80% |
| 34 (95) | Adaptive Marketing | $63,437,117 | $123,317,128 | 309.80% | 24660.00% | 51.40% |
| 35 (33) | Mercedes-Benz USA | $63,271,363 | $167,467,325 | -11.80% | 38.00% | 37.80% |
| 36 (41) | Boehringer Ingelheim Pharmaceuticals | $62,712,055 | $163,379,001 | -4.70% | 27.30% | 38.40% |
| 37 (58) | IBM | $62,533,137 | $75,189,313 | 29.70% | 1.20% | 83.20% |
| 38 (27) | Universal Pictures | $61,372,328 | $312,833,688 | -20.10% | 40.50% | 19.60% |
| 39 (22) | Nike | $58,057,645 | $61,632,464 | -36.00% | 8.20% | 94.20% |
| 40 (47) | Wendy’s | $57,570,266 | $245,646,933 | 0.40% | -20.80% | 23.40% |
| 41 (80) | Wal-Mart | $57,459,426 | $749,852,647 | 81.30% | 205.50% | 7.70% |
| 42 (23) | NFL Properties | $56,636,363 | $57,094,617 | -33.70% | -41.20% | 99.20% |
| 43 (69) | Sony of America | $56,112,609 | $112,016,742 | 46.30% | 10.20% | 50.10% |
| 44 (25) | Cadillac | $54,002,758 | $160,887,225 | -36.20% | -15.30% | 33.60% |
| 45 (57) | KFC | $54,001,129 | $250,300,505 | 10.30% | 41.90% | 21.60% |
| 46 (60) | American Express Travel Related Services | $53,700,125 | $146,153,523 | 16.10% | 9.80% | 36.70% |
| 47 (72) | Progressive | $53,055,922 | $356,384,450 | 44.20% | 38.50% | 14.90% |
| 48 (62) | FedEx | $51,575,070 | $56,056,166 | 14.30% | 0.50% | 92.00% |
| 49 (49) | T-Mobile | $51,562,121 | $340,990,507 | -8.20% | 1.20% | 15.10% |
| 50 (88) | Unilever | $50,026,305 | $327,698,594 | 87.90% | 76.60% | 15.30% |
| Notes: Companies/brands are designated as tracked and researched by Nielsen. MillerCoors (No. 14) promotes Miller brands; Coors Brewing (No. 15) handles Coors Light advertising; and NFL merchandise-related advertising is labeled as the work of “NFL Properties” (No. 42) , distinct from other NFL-related advertising (No. 30). The totals listed reflect spending based on full rate-card prices during network, cable and syndicated telecasts on both English- and Spanish-language television for both national advertising and local spot sales. Source: SportsBusiness Journal analysis of data from Nielsen Ad*Views, a service of The Nielsen Cos. | ||||||
| RANKED BY PERCENTAGE OF SPENDING DEDICATED TO SPORTS* | |||
| Companies ranked 1-5 | |||
| Company | Total sports ad spending | Total ad spending | Pct. on sports |
| Nike | $58,057,645 | $61,632,464 | 94.20% |
| FedEx | $51,575,070 | $56,056,166 | 92.00% |
| IBM | $62,533,137 | $75,189,313 | 83.20% |
| Coors Brewing | $115,199,250 | $143,190,014 | 80.50% |
| Anheuser-Busch | $309,178,656 | $408,024,258 | 75.80% |
| Companies ranked 46-50 | |||
| American Honda | $67,409,805 | $414,105,871 | 16.30% |
| Unilever | $50,026,305 | $327,698,594 | 15.30% |
| T-Mobile | $51,562,121 | $340,990,507 | 15.10% |
| Progressive | $53,055,922 | $356,384,450 | 14.90% |
| Wal-Mart | $57,459,426 | $749,852,647 | 7.70% |
| * Excludes spending by sports leagues and governing bodies. Source: SportsBusiness Journal analysis of data from Nielsen Ad*Views, a service of The Nielsen Cos. | |||
| RANKED BY CHANGE IN SPORTS AD SPENDING VS. 2008 | |||
| Companies ranked 1-5 | |||
| Company | 2009 sports spending | 2008 sports spending | Change |
| Adaptive Marketing | $63,437,117 | $15,478,926 | 309.80% |
| Microsoft | $94,903,898 | $36,482,141 | 160.10% |
| Unilever | $50,026,305 | $26,620,971 | 87.90% |
| Wal-Mart | $57,459,426 | $31,698,807 | 81.30% |
| Pfizer Pharmaceuticals Group | $129,212,773 | $74,066,445 | 74.50% |
| Companies ranked 46-50 | |||
| Coca-Cola | $79,827,586 | $120,683,766 | -33.90% |
| Nike | $58,057,645 | $90,644,516 | -36.00% |
| Cadillac | $54,002,758 | $84,607,961 | -36.20% |
| Visa | $63,944,215 | $127,042,250 | -49.70% |
| Nissan North America | $77,808,398 | $161,141,812 | -51.70% |
| Source: SportsBusiness Journal analysis of data from Nielsen Ad*Views, a service of The Nielsen Cos. | |||
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