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TOP GLOBAL AD MARKETS

  1. U.S.
  2. Japan
  3. Germany
  4. U.K.
  5. France
  6. Italy
  7. Brazil
  8. Spain
  9. Canada

1. UNITED STATES

Projected 2000 total ad spending: $134.3 billion
1998 ad spending per capita: $437.60   1999 population: 274.9 million   1999 GNP per capita: $33,946
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

General Motors Corp.

$2,940.4

$3,087.4

Procter & Gamble Co.

2,650.3

2,743.2

Philip Morris Cos.

2,049.3

2,137.7

DaimlerChrysler

1,646.7

1,652.8

Sears, Roebuck & Co.

1,578.3

1,468.4

Ford Motor Co.

1,520.7

1,365.7

Category

1999

Automotive, automotive accessories and equipment

$10,953.5

Retail

9,043.1

Automotive dealers & services

4,774.3

Media & advertising

4,773.2

Financial

4,750.9

Top ad-funded Web sites (in millions)
(based on U.S. data on most-visited Web properties)

America Online (www.aol.com) - 25.6 unique audience/week

Yahoo! (www.yahoo.com) - 24.9 unique audience/week

Microsoft Corp. (www.microsoft.com) - 20.7 unique audience/week

1999 online ad spend: $4.6 billion

Sources: Nielsen Media Research; NetRatings; Internet Adv. Bureau

Biggest circulation magazine

Title: Modern Maturity (monthly)

Circulation: 20.6 million

Publisher: American Association of Retired Persons

Ad rate: b&w page - $240,510; color page - $266,490

Web site address: www.aarp.org/mmaturity

Sources: Audit Bureau of Circulations; Modern Maturity

Biggest circulation newspaper

Title: The Wall Street Journal

Circulation: 1.9 million

Publisher: Dow Jones & Co.

Ad rate: b&w page - $154,8142; color page - $194,453

Web site address: www.wsj.com

Sources: Audit Bureau of Circulations; Dow Jones & Co.

Tech Penetration (%):

Internet - 37

PC - 52

Mobile phones - 33

Sources: IDC, Cellular Telecommunications Industry Association

2. JAPAN

Projected 2000 total ad spending: $33.2 billion
1998 ad spending per capita: $262.60   1999 population: 127.4 million   1999 GNP per capita: $30,720
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Toyota Motor Corp.

$653.2

$769.9

Suntory

502.3

492.8

Kao Corp.

471.8

562.5

Nissan Motor Co.

367.3

505.6

NTT

315.5

311.0

Top Ad Categories
(spending in millions)

Category

1999

Foodstuffs

$3,490

Cosmetics & toiletries

3,270

Beverages & cigarettes

2,960

Transportation & leisure

2,620

Distribution & retailing

2,450

Source: Dentsu

Top ad-funded Web sites

Yahoo! (www.yahoo.co.jp) - accessed by 68.7% of Japan's Internet population

Biglobe (www.biglobe.ne.jp) - accessed by 44%

Nifty (www.nifty.ne.jp) - accessed by 44%

1999 online ad spend: $201.3 million

Sources: Nikkei Market Access Survey, Dentsu

Biggest circulation magazine

Title: Young Jump (weekly)

Circulation: 1.96 million

Publisher: Shueisha

Ad rate: b&w page - $10,377; color page - $24,528

Web site address: www.shueisha.co.jp/YJ/

Sources: Dentsu; Shueisha

Biggest circulation newspaper

Title: Yomiuri Shimbun (daily)

Circulation: 10.22 million (a.m.); 4.25 million (p.m.)

Publisher: The Yomiuri Shimbun

Ad rate: b&w page - $387,702 (a.m.)/$280,989 (p.m.); color page - $457,386 (a.m.)/$322,610 (p.m.)

Web site address: www.yomiuri.co.jp

Sources: Dentsu; Yomiuri Shimbun

Tech penetration (%):

Internet - 19.1

PC - 28.9

Mobile phones - 67.8

Sources: Ministry of Posts and Telecommunications; Nihon Keizai Shimbun

 

 

3. GERMANY

Projected 2000 total ad spending: $21.6 billion
1998 ad spending per capita: $237.50   1999 population: 82.7 million   1999 GNP per capita: $27,337
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Procter & Gamble Co.

$552.7

$648.3

Unilever

314.6

275.2

Deutsche Telekom

295.0

229.3

Volkswagen Group

291.9

265.0

Henkel

282.8

325.6

Category

1999

Automotive

$1,587

Mass media

1,342

Telecommunications

1,261

Retail organizations

945

Confectionery

614

Top ad-funded Web sites

T-Online.de - 4.3 million unique visitors/month

Yahoo.de - 2.5 million unique visitors/month

Lycos.de - 1.9 million unique visitors/month

1999 online ad spend: $25 million (estimate)

Sources: MMXI Europe; Internet marketing agencies

Biggest circulation magazine

Title: TV Movie (fortnightly)

Circulation: 2.59 million

Publisher: Heinrich Bauer Verlag Hamburg

Ad rate: b&w page - $43,909; color page - $43,909

Web site address: www.tvmovie.de

Sources: ivw; Heinrich Bauer Verlag Hamburg

Biggest circulation newspaper

Title: Bild (daily, except Sundays)

Circulation: 4.23 million

Publisher: Axel Springer Verlag Hamburg

Ad rate: b&w page - $227,592; color page - $348,641

Web site address: www.bild.de

Sources: ivw; Axel Springer Verlag

Tech penetration (%):

Internet - 25.2

PC - 23.6

Mobile phones - 15.3

Source: TdWI 99/2000 III

4. U.K.

Projected 2000 total ad spending: $15.8 billion
1998 ad spending per capita: $248.90   1999 population: 59.5 million   1999 GNP per capita: $23,947
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Unilever

$412.6

$387.8

Procter & Gamble Co.

327.9

335.2

British Telecom

229.0

260.8

Ford Motor Co.

199.9

179.9

Dixons Group

194.8

176.2

Category

1999

Automotive

$1,471.2

Retail

1,136.7

Food

1,132.6

Finance

1,113.4

Entertainment & media

948.1

Top ad-funded Web sites

Freeserve.co.uk - 2.6 million unique visitors/month

Yahoo.com - 2.4 million unique visitors/month

MSN.com - 2.1 million unique visitors/month

1999 online ad spend: $79.6 million

Sources: MMXI Europe; Fletcher Research

Biggest circulation magazine

Title: What’s On TV

Circulation: 1.74 million

Publisher: IPC Magazines

Ad rate: b&w page - $31,820; color page - $38,184

Web site address: www.ipc.co.uk

Sources: Audit Bureau of Circulations; IPC Magazines

Biggest circulation newspaper

Title: News of the World

Circulation: 4.07 million

Publisher: News Corp.

Ad rate: b&w page - $64,591; color page - $84,323

Web site address: www.lineone.net

Sources: Audit Bureau of Circulations; News Corp.

Tech penetration (%):

Internet - 23.8

PC - 40.8

Mobile phones - 46.7

Sources: MMXI Europe; Informa Group

5. FRANCE

Projected 2000 total ad spending: $11.1 billion
1998 ad spending per capita: $167   1999 population: 58.7 million   1999 GNP per capita: $24,956
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Vivendi Group

$341.6

$248.4

LšOreal

337.2

297.0

Peugeot Citroen

303.2

307.4

France Telecom

264.5

237.0

Nestle

260.0

266.6

Category

1999

Retail distribution

$1,530

Food; grocery

1,500

Transport

1,390

Hygiene & beauty products

1,080

Telecommunications

1,020

Top ad-funded Web sites

Wanadoo (www.wanadoo.fr) - 21.5 million total visits/month

Caramail (www.caramail.fr) - 14.4 million total visits/month

Voila (www.voila.fr) - 10.4 million total visits/month

1999 online ad spend: $90 million

Sources: Cybermetrie; Secodip; IAB France

Biggest circulation magazine

Title: Tele 7 Jours (weekly)

Circulation: 2.56 million

Publisher: Hachette Filipacchi

Ad rate: b&w page - $32,450; color page - $45,775

Web site address: www.t7j.com

Source: Diffusion Controle

Biggest circulation newspaper

Title: Ouest France (regional daily)

Circulation: 758,000

Publisher: Ouest France

Ad rate: b&w page - $64,350; color page - $77,215

Web site address: www.ouest-france.fr

Source: Diffusion Controle

 

Tech penetration (%):

Internet - 10

PC - 25

Mobile phones - 33

Sources: Ministry of Economy and Finance; ICD; ART

 

6. ITALY

Projected 2000 total ad spending: $8.3 billion
1998 ad spending per capita: $121.50   1999 population: 57.8 million   1999 GNP per capita: $21,393
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Unilever

$194.4

$182.1

Ferrero

153.7

146.1

Fiat

146.7

128.3

Nestle

134.7

126.3

Barilla

132.6

133.0

Category

1999

Food

$703.0

Automotive vehicles

623.7

Telecommunications & information

601.4

Publishing & media

593.0

Fashion

383.7

Top ad-funded Web sites

Seat Pagine Gialle (www.Virgilo.it) - 1.3 million users

Infostrada (www.lol.it) - 1.1 million users

Yahoo! Italia (www.yahoo.it) - 820,000 users

1999 online ad spend: $123.3 million (estimate)

Sources: Onetone Research; Ministry of Communications

Biggest circulation magazine

Title: L'Espresso (weekly)

Circulation: 388,000

Publisher: Grupo Editoriale L'Espresso

Ad rate: b&w and color pages - $44,798

Web site address: www.espressoedit.it

Sources: Ministry of Communications; L'Espresso

Biggest circulation newspaper

Title: Corriere della Sera (daily)

Circulation: 1.08 million

Publisher: RCS Editori

Ad rate: b&w page - n/a; color page - $80,637

Web site address: www.corriere.it

Sources: Ministry of Communications; Corriere della Sera

Tech penetration (%):

Internet - 8.5

PC - 17.7

Mobile phones - 40.3

Sources: Ministry of Communications; Credit Lyonnais Securities Europe; TIM; Omnitel; Wind

7. BRAZIL

Projected 2000 total ad spending: $6.9 billion
1998 ad spending per capita: $52.10   1999 population: 163.4 million   1999 GNP per capita: $3,280
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Volkswagen

$125.7

$76.4

Unilever

117.9

140.8

Fiat

95.3

91.8

Ford Motor Co.

94.2

83.8

Lopes Consultoria de Imoveis

89.6

94.3

Category

1999

Trade & commerce

$1,966.5

Consumer services

1,188.0

Culture, leisure, sports & tourism

584.2

Media

492.4

Public & social services

423.9

Top ad-funded Web sites

Universo OnLine (www.uol.com.br) - 650,000 subscribers

Terra/ZAZ (www.terra.com.br) - 450,000 subscribers

StarMedia Network (www.starmedia.com.br) - n/a

Sources: Industry estimates; Web site owners

1999 online ad spend: $44.7 million

Source: Interactive Media Association

Biggest circulation magazine

Title: Veja (weekly)

Circulation: 1.12 million

Publisher: Abril Publishing Company

Ad rate: b&w page - $42,282; color page - $42,282

Web site address: www.uol.com.br/veja/

Source: IVC (Institute of Circulation Verification)

Biggest circulation newspaper

Title: Folha de Sėo Paulo (daily)

Circulation: 592,934 (Sun); 449,888 (Mon); 451,534 (Tues-Sat)

Publisher: Folha Group

Ad rate: b&w page - $117,812 (Sun)/$83,758 (Mon-Sat); color page - $159,699 (Sun)/$108,886 (Mon-Sat)

Web site address: www.uol.com.br/fsp/

Source: IVC (Institute of Circulation Verification)

Tech penetration (%):

Internet - 3.2

PC - 6.5

Mobile phones - n/a

Source: Computer Industry Almanac

8. SPAIN

Projected 2000 total ad spending: $5.4 billion
1998 ad spending per capita: $122.80   1999 population: 39.4 million   1999 GNP per capita: $14,623
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

Telefonica

$158.9

$97.4

El Corte Ingles

105.9

94.7

Volkswagen

79.6

74.9

Peugeot Citroen

67.5

68.5

LšOreal

63.5

42.6

Category

1999

Communication media, culture and educational products

$738

Automotive

562

Office equipment & telecommunications

446

Beauty, hygiene and health

438

Food products

378

Top ad-funded Web sites

Terra Networks (www.terra.es) - 6.3% reach

Yahoo! (www.yahoo.es) - 3.9% reach

El Pais (www.elpais.es) - 3.2% reach

1999 online ad spend: $170 million

Sources: Empresa General de Medios; Centro de Estudios NS.NC

Biggest circulation magazine

Title: Hola (weekly)

Circulation: 760,000

Publisher: Hola S.A.

Ad rate: b&w page - $14,531; color page - $17,187

Web site address: www.hola.es

Sources: InfoAdex; Hola

Biggest circulation newspaper

Title: El Pais (daily)

Circulation: 410,000 (weekdays); 1 million (Sundays)

Publisher: Grupo Prisa

Ad rate: b&w page - $14,218; color page - $19,687

Web site address: www.elpais.es

Sources: InfoAdex; El Pais

Tech penetration (%):

Internet - 10.5

PC - 27.9

Mobile phones - 34

Sources: Centro de Estudios NS.NC; Ministerio de ComunicaciĪn

9. CANADA

Projected 2000 total ad spending: $5.3 billion
1998 ad spending per capita: $157.40   1999 population: 37 million   1999 GNP per capita: $8,810
Sources: Zenith Media; The Economist

Ad Spending by Medium by %
(2000 estimates)




 

Advertiser

1997

1996

General Motors Corp.

$166.5

$165.0

DaimlerChrysler

128.7

113.8

Ford Motor Co.

114.5

103.1

BCE Inc.

61.7

65.4

Government of Canada

61.1

45.2

Category

1999

Retail

$690.2

Automotive

593.7

Food

258.1

Financial Services & insurance

256.2

Telecommunications

253.4

Top ad-funded Web sites
(English-speaking Canada only)

Sympatico (www.sympatica.ca) - 1.97 million unique visitors/month

MSN (www.msn.ca) - 1.76 million unique visitors/month

Yahoo! (www.yahoo.ca) - 1.42 million unique visitors/month

1999 online ad spend: $38.5 million

Sources: Media Metrix Canada Co.; Internet Advertising Bureau of Canada/Ernst & Young Study

Biggest circulation magazine

Title: Readeršs Digest (English Edition, monthly)

Circulation: 1.01 million

Publisher: Readeršs Digest Magazines

Ad rate: b&w page - $17,188.89; color page - $21,486.11

Web site address: www.readersdigest.ca

Source: Audit Bureau of Circulations

Biggest circulation newspaper

Title: The Toronto Star (daily)

Circulation: 460,427 (Mon-Fri); 696,377 (Sat); 474,103 (Sun)

Publisher: Toronto Star Newspapers

Ad rate: b&w page - $27,807.50; $34,687.92; $21,784.58; color page - $33,918.61; $42,083.75; $26,229.027

Web site address: www.thestar.com

Source: Audit Bureau of Circulations

Tech penetration (%):

Internet - 49

PC - 56

Mobile phones - 19

Sources: Canadian Wireless Telecommunications Association; ACNielsen

 

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