B2B Marketing Top Spenders

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1 1101 Connecticut Ave. NW, Suite 300, Washington, DC P F B2B Marketing Top Spenders MARKET EVALUATION SURVEYING DATA ANALYSIS BENCHMARKING INNOVATIVE PRACTICES LITERATURE REVIEW

2 Introduction At the request of one member, Hanover Research has prepared this report on the top-spending industries and companies in B2B advertising. This report utilizes the list published by BtoB Online of the Top 100 B2B Advertisers of This list is based on data from TNS most recent report on B2B advertising, published in September Part I profiles the top 15 companies from this Top 100 B2B Advertisers list by industry. Hanover has assumed this list will remain largely unchanged over the next couple of years. We have included overall advertising budget data from 2008 as a comparison to the amount each company spends on B2B. Where possible, we also provide ad spend data for 2009 and present news indicating that B2B spending may have changed from 2008 levels. Each profile includes a B2B channel mix chart for the company. Part II is a side-by-side comparison of the top industries and companies in B2B utilizing the rankings. 2 The comparison includes, where available, company rank by revenue within industry, company rank in the 2009 and , 2008 B2B advertising rank, annual revenue data, and overall B2B advertising spend. Part III utilizes information found on company websites and in the news to determine to what extent the top-spending B2B companies and industries focus on the small business market. Part IV presents some higher level data on the B2B advertising market, including predicted channel mix and spending levels across all industry segments. Part I Report Outline Profiles of Top 15 Spenders in B2B Advertising Part II Top Industry and Company Side-by-Side Comparison Part III Small Business Focus Part IV B2B Advertising Trends Appendix Company Contact Information The Appendix consolidates contact data for each of the top 15 companies along with the names and positions of relevant company executives. 1 Top 100 B-to-B Advertisers. BtoB Online Special Report, September 14, For BtoB s write-up of the data, see; Maddox, Kate. Top 100 B2B Advertisers Cut Spending 10.2%. B to B Online. September 14, rankings are based on 2008 revenue data. 2

3 Part I: Top 15 Companies in B2B Advertising In this section, Hanover profiles the top 15 companies on BtoB Online s 2008 B2B Advertising list, broken down by industry. These profiles detail the observed spending patterns of the top 15, including overall advertising spending data and B2B spending by channel. Included are projections about future B2B spending based on more recent advertising data and other pertinent company news. Telecommunications Overall in 2009, the telecommunications industry increased ad spending between 4% and 5% while overall media spending across all industries fell 9%. 3 The biggest companies in the telecommunications industry are Verizon Communications, AT&T, Sprint Nextel, and T-Mobile. They spent over 60% of total advertising funds on TV last year and 12% on digital advertising. 4 Through the first two quarters of 2010, wireless companies alone have spent more than $1.3 billion on advertising. 5 Verizon Communications, AT&T and Sprint Nextel Corp. were all in the top five on 2008 s Top 100 B2B Advertisers list. Deutsche Telekom, owner of the U.S. wireless distributor T-Mobile, was in the top Five other telecom companies were within the top 100. Verizon Communications Verizon Communications was number one on the 2008 Top B2B Advertisers list, maintaining its top ranking from The company spent $357.9 million on B2B advertising, a decrease of 15.3% from Verizon Communications was second in overall U.S. advertising spending in 2008 at $3.7 billion. 7 The following is a breakdown of how Verizon spent its B2B advertising budget in 2008: 3 Upwardly Mobile Ad Budgets. Media Week, 20:18, p GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T &cisb=22_T &treeMax =true&treewidth=0&csi=210549&docno=4 4 Ibid. 5 AT&T Overtakes Verizon Wireless in Ad Spending. Telecom Brokerage, Inc. July 15, Top 100 B-to-B Advertisers, Op. cit. 7 Marketer Database, Op. cit. 3

4 Verizon Communications B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $8,807 Internet $17,409 Network TV $75,743 Spot TV $23,008 Spanish-language TV $9,078 networks Cable TV networks $37,469 Syndicated TV $9,423 Consumer magazines $15,263 Sunday magazines $125 Local magazines $62 Hispanic magazines $122 National newspapers $4,781 Local newspapers $105,826 Hispanic newspapers $1,336 Network spot radio $801 National spot radio $14,997 Local spot radio $15,637 Outdoor $18,059 Total 08 spending $357,935 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Verizon Communications further increased its world-wide advertising budget, spending $1.19 billion in the first two quarters and surpassing perennial advertising leader Procter & Gamble Co. 8 It can be said with confidence that Verizon Communications will continue to be among the top B2B advertisers. AT&T Like Verizon, AT&T maintained the same place in the 2008 Top B2B Advertiser rankings as on the list from Both years, AT&T placed second. In 2008, AT&T spent $328.5 million on B2B, down 14.4% from Also in 2008, AT&T spent a total of $3.1 billion on U.S advertising alone. 10 The following is a break-down of how AT&T spent its B2B advertising budget in 2008: 8 Ad Spending Company Town. September 16, Top 100 B-to-B Advertisers, Op. cit. 10 Marketer Database, Op. cit. 4

5 AT&T B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $3,390 Internet $9,975 Network TV $105,148 Spot TV $21,465 Spanish-language TV $6,640 networks Cable TV networks $35,960 Syndicated TV $5,687 Consumer magazines $11,603 Sunday magazines $23 Local magazines $0 Hispanic magazines $77 National newspapers $4,747 Local newspapers $72,951 Hispanic newspapers $168 Network spot radio $63 National spot radio $6,476 Local spot radio $31,992 Outdoor $12,147 Total 08 spending $328,511 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, During the first quarter of 2010, AT&T out-spent Verizon in advertising for the first time in six years. AT&T spent $500 million to Verizon s $450 million. 11 This may be an indicator that AT&T intends to increase, or at least to maintain levels of advertising spending. Sprint Nextel Co. In 2008, Sprint Nextel fell to fourth from its 2007 ranking at third on the Top 100 B2B Advertisers list. Sprint spent 39% less on B2B advertising in 2008 than in 2007, spending $157.3 million. 12 Sprint spent significantly less on advertising in 2008 than Verizon and AT&T, its top competitors in the telecommunications industry. Sprint spent $1.5 billion on U.S. advertising, less than half of the advertising budgets of the other two companies. 13 The following is a break-down of how Sprint Nextel spent its B2B advertising budget in 2008: 11 AT&T Overtakes Verizon Wireless, Op. cit. 12 Top 100 B-to-B Advertisers, Op. cit. 13 Marketer Database, Op. cit. 5

6 Sprint Nextel Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $4,740 Internet $8,888 Network TV $57,122 Spot TV $1,439 Spanish-language TV $7,269 networks Cable TV networks $19,138 Syndicated TV $322 Consumer magazines $9,539 Sunday magazines $3,553 Local magazines $0 Hispanic magazines $14 National newspapers $6,915 Local newspapers $25,592 Hispanic newspapers $155 Network spot radio $868 National spot radio $1,333 Local spot radio $2,061 Outdoor $8,414 Total 08 spending $157,363 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Sprint Nextel increased its advertising budget. Sprint increased total worldwide advertising spending by 40% in 2009, to an estimated $2.1 billion. 14 Additionally, the rankings for the Top 100 Advertisers in B2B Publications in 2009 show that Sprint jumped to third place from its previous spot at number 13. It was one of the only advertisers on the list to increase spending on print ads, spending a total of $19.3 million, 61% more than the previous year. 15 Deutsche Telekom Deutsche Telekom, of which T-Mobile is a subsidiary, spent $115.6 million on B2B advertising in 2008 and was ranked eighth, up from fourteenth in The company 14 Kharif, Olga. Sprint Nextel s Ad Spending Skyrockets. Bloomberg Businessweek. January 22, Top 100 Advertisers in B-to-B Publications, Op. cit. 6

7 posted a 16.4% increase in B2B spending for the year and was one of only three companies in the top ten of the list to increase ad spending from Though it increased spending from 2007, Deutsche Telekom still spent 67.7% less than the leading telecom company in B2B, Verizon, and 26.5% less than its closest competitor, Sprint Nextel. Deutsche Telekom spent the least on overall advertising in 2008 of any of the four major telecom companies. It was ranked 42 nd for the year, having spent $940.3 million on U.S. advertising. 17 The following is a break-down of how Deutsche Telekom spent its B2B advertising budget in 2008: Deutsche Telekom Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $4 Internet $11,124 Network TV $27,167 Spot TV $6,994 Spanish-language TV $7,214 networks Cable TV networks $13,372 Syndicated TV $8,753 Consumer magazines $1,801 Sunday magazines $0 Local magazines $0 Hispanic magazines $0 National newspapers $2,454 Local newspapers $23,465 Hispanic newspapers $18 Network spot radio $0 National spot radio $1,987 Local spot radio $10,871 Outdoor $373 Total 08 spending $115,597 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In the first quarter of 2010, T-Mobile spent $150 million on overall advertising, an increase of almost 42% from the prior quarter. 18 While it seems as though the company s advertising spending is continuing to increase, the relationship between Deutsche Telekom and its American arm, T-Mobile, is somewhat unstable. T-Mobile has consistently struggled to compete with the leading telecom companies in the United States due to its smaller size. In the last year, T-Mobile has become a problem for Deutsche Telekom and the company has been feeling pressure from stockholders 16 Top 100 B-to-B Advertisers, Op. cit. 17 Marketer Database, Op. cit. 18 AT&T Overtakes Verizon Wireless, Op. cit. 7

8 to make a decision with regard to T-Mobile s future. 19 The company has been considering an IPO and a merger with Sprint Nextel as possible options to unload the financial risk presented by the company. 20 A merger with Sprint Nextel is not yet feasible due to the providers use of different, incompatible technologies for their networks. But as both contemplate a network change to LTE technology in the next two to three years, the merger begins to make more sense. 21 For now, Deutsche Telekom is focusing on gaining customers for the wireless provider. They have so far gained 160,000 customers this year but have spent $330 per new customer, $60 more than last year, without increasing monthly revenue. 22 It seems likely that the company will make some decision about what to do with its American arm soon, and this decision could have a huge impact on B2B advertising plans. Commercial Banks Two commercial banks were in the top 15 of the 2008 Top BtoB Advertisers rankings; JPMorgan Chase & Co. was ranked ninth and Bank of America Corp. was ranked 11 th. 23 The broader financial services industry, including commercial banks, increased advertising spending across almost all media in the first quarter of 2010 following advertising spending declines in 2008 and Overall, there was a 10.5% increase, from $1.9 billion spent in the first quarter of 2009 to $2.1 billion this year. 25 A total of nine commercial banks were in the top 100 of the B2B spending list in JPMorgan Chase & Co. JPMorgan Chase is ranked number nine on the 2008 Top B2B advertisers list, up from the 12 th place spot in 2007 despite a reduction in B2B spending in 2008 by 0.9%. 26 JPMorgan Chase spent $111.6 million on B2B in The same year, the company spent $1.3 billion on U.S. advertising. 28 Overall advertising expenses in 2008 were $1.9 billion, 7.5% less than ad spending in The following is a 19 DT Ponders the Future of T-Mobile USA. Phone +, September 15, Ziegler, Chris. Deutsche Telekom Rumored to be Eyeing T-Mobile USA Spinoff. Engadget, February 4, Parker, Andrew and Paul Taylor. Sprint s 4G Move Opens Way to Merger. Financial Times, July 12, Preuschat, Archibald. Size Matters for T-Mobile, But at What Cost? The Wall Street Journal, August 5, Top 100 B-t-B Advertisers, Op. cit. 24 Hosford, Christopher. Financial Services Advertising Roars Back. BtoB Online, August 16, Ibid. 26 Top B-to-B Advertisers, Op. cit. 27 Ibid. 28 Marketer Database, Op. cit. 29 Form 10-K. JPMorgan Chase and Co. Filed February 24, Securities and Exchange Commission EDGAR Database. 8

9 break-down of how JP Morgan Chase & Co. spent its B2B advertising budget in 2008: JP Morgan Chase & Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $920 Internet $7,603 Network TV $13,700 Spot TV $14,561 Spanish-language TV $542 networks Cable TV networks $8,951 Syndicated TV $10 Consumer magazines $3,731 Sunday magazines $0 Local magazines $9 Hispanic magazines $22 National newspapers $4,253 Local newspapers $32,323 Hispanic newspapers $738 Network spot radio $363 National spot radio $4,709 Local spot radio $13,755 Outdoor $5,426 Total 08 spending $111,616 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, JPMorgan Chase again reduced its advertising spending, this time by a slightly lower 7.1% to $1.77 billion. 30 In the first quarter of 2010, JPMorgan Chase increased advertising spending following the larger financial services and commercial banking trends. Michael Fusco, a spokesman for the company explains, we were strong during the recession and acquired Washington Mutual We had to spend a good amount of money marketing the Chase brand in California and Florida where we had never been before. 31 Even with two consecutive years of reduction in 2008 and 2009, the amount that JP Morgan spends yearly on advertising together with the 30 Ibid. 31 Financial Services Advertising Roars Back, Op. cit. 9

10 fact that it was in the top 15 of B2B advertisers in both 2007 and 2008 make it likely that the company will remain near the top of B2B advertising. Bank of America Corp. Bank of America, ranked 11 th highest B2B advertising spender in 2008, rose to that spot from its year-earlier ranking of 13 th. The company spent $103.6 million on B2B advertising in 2008, 3.0% more than it spent in Also in 2008, Bank of America spent $1.65 billion on U.S. advertising and $2.36 billion overall. 33, 34 The following is a break-down of how Bank of America Corp. spent its B2B advertising budget in 2008: Bank of America Corp. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $1,962 Internet $15,837 Network TV $10,998 Spot TV $13,268 Spanish-language TV $1,693 networks Cable TV networks $6,234 Syndicated TV $208 Consumer magazines $6,977 Sunday magazines $851 Local magazines $62 Hispanic magazines $183 National newspapers $9,503 Local newspapers $30,503 Hispanic newspapers $820 Network spot radio $0 National spot radio $4,255 Local spot radio $267 Outdoor $17 Total 08 spending $103,639 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Bank of America reduced its advertising spending by 18.3% to $1.9 billion. 35 If it follows the trend of other commercial banks, 2010 will be a better year for 32 Top 100 B-to-B Advertisers, Op. cit. 33 Marketer Database, Op. cit. 34 Form 10-K. Bank of America Corp. Filed February 26, Securities and Exchange Commission EDGAR Database Ibid. 10

11 advertising across the board and Bank of America s B2B spend will approximate 2008 levels. Computers, Office Equipment Hewlett-Packard Co., Apple Computer, and Dell are all computer and office equipment companies that placed in the top 15 for 2008 B2B spending. Three others, Xerox, CDW Corporation and Lenovo Group made the top 100 cut. Hewlett-Packard Co. Hewlett-Packard was the sixth highest spender on B2B advertising in The company spent $135.8 million in this market, a 31.6% decrease from 2007 spending. Hewlett-Packard dropped two rankings in the year as a result of this reduction, but even if the same decrease in spending were seen in 2009, HP would most likely still be within the top 10 B2B advertisers in the country. 36 Hewlett-Packard spent a total of $412.1 million on overall U.S. advertising in The following is a break-down of how Hewlett-Packard Co. spent its B2B advertising budget in 2008: Hewlett-Packard Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $29,833 Internet $34,906 Network TV $18,596 Spot TV $54 Spanish-language TV $373 networks Cable TV networks $12,896 Syndicated TV $90 Consumer magazines $19,708 Sunday magazines $3,216 Local magazines $0 Hispanic magazines $133 National newspapers $8,999 Local newspapers $3,004 Hispanic newspapers $20 Network spot radio $0 National spot radio $1,815 Local spot radio $1,934 Outdoor $265 Total 08 spending $135, Top 100 B-to-B Advertisers, Op. cit. 37 Marketer Database, Op. cit. 11

12 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Hewlett-Packard made the Top 100 list for spending on ads in B2B publications, having spent $10.2 million on the year. 38 This is a decrease of 65.8% from the amount that HP spent on business publications in This cannot necessarily be taken as a sign that HP cut back on all B2B spending in 2009, since trends show reductions in print ad spending across all industries. Apple Computer Apple came in 12 th on the 2008 Top B2B Advertisers list. Apple spent $100.3 million on B2B advertising, up 29.5% from 2007, moving it up nine places on the chart, the most movement by any company in the top B2B ads account for 20.6% of the total $486 million Apple spent on all advertising in The following is a breakdown of how Apple spent its B2B advertising budget in 2008: Apple Computer B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $1,590 Internet $522 Network TV $74,841 Spot TV $92 Spanish-language TV $0 networks Cable TV networks $7,455 Syndicated TV $0 Consumer magazines $2,185 Sunday magazines $179 Local magazines $0 Hispanic magazines $0 National newspapers $964 Local newspapers $11 Hispanic newspapers $0 Network spot radio $0 National spot radio $66 Local spot radio $1,106 Outdoor $11,346 Total 08 spending $100,354 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, Top 100 Advertisers in B-to-B Publications, Op. cit. 39 Top 100 B-to-B Advertisers, Op. cit. 40 Elmer-DeWitt, Philip. Apple s 2009 Ad Budget: Half a Billion., October 28,

13 In 2009, Apple spent $501 million on advertising, $15 million more than in Dell Dell was number 15 on the 2008 B2B ad spend rankings, having spent $83.9 million. This was a decrease of 26.5% from 2007, causing Dell to fall four places in the rankings. In 2008, Dell spent $538.2 million on U.S. advertising. 42 That year, the company spent $943 million on advertising world-wide. 43 B2B accounted for 8.9% of this spending. The following is a break-down of how Dell spent its B2B advertising budget in 2008: Dell B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $14,358 Internet $10,615 Network TV $12,069 Spot TV $455 Spanish-language TV networks $0 Cable TV networks $7,663 Syndicated TV $3 Consumer magazines $16,494 Sunday magazines $4,330 Local magazines $0 Hispanic magazines $103 National newspapers $8,212 Local newspapers $9,238 Hispanic newspapers $1 Network spot radio $292 National spot radio $13 Local spot radio $20 Outdoor $53 Total 08 spending $83,917 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Dell spent $811 million on overall advertising, which was a decrease of $132 million from , 45 Dell s advertising expenses decreased by approximately $ Ibid. 42 Marketer Database, Op. cit. 43 Form 10-K. Dell. Filed February 18, Securities and Exchange Commission EDGAR Database Apple s 2009 Ad Budget: Half a Billion, Op. cit. 13

14 million year-over-year from 2009 to $619 million in In the last three fiscal years, Dell has consistently decreased its advertising budget by upwards of $100 million per year. Computer Software There were five computer software companies among the Top 100 B2B Advertisers from 2008, but only one, Microsoft Corp., was in the top 15. Microsoft Corp. Microsoft Corp. came in at number five on the 2008 Top B2B Advertisers rankings. Microsoft spent $148.8 million on B2B advertising in 2008, 7% more than they spent the year before in This raised the company two places in the rankings, from seventh to fifth. 47 Microsoft was 49 th in the nation in overall U.S. advertising spending in The company spent $802.3 million total. 48 That year, Microsoft spent $1.2 billion on worldwide advertising. 49 B2B accounted for 12.4% of that total. The following is a break-down of how Microsoft spent its B2B advertising budget in 2008: Microsoft Corp. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $45,905 Internet $11,966 Network TV $25,884 Spot TV $406 Spanish-language TV $0 networks Cable TV networks $16,954 Syndicated TV $8,154 Consumer magazines $18,006 Sunday magazines $354 Local magazines $0 Hispanic magazines $11 National newspapers $5,698 Local newspapers $2,060 Hispanic newspapers $0 Network spot radio $37 45 Form 10-K. Dell, Op. cit. 46 Ibid. 47 Top 100 B-to-B Advertisers, Op. cit. 48 Marketer Database, Op. cit. 49 Form 10-K. Microsoft Corporation. Filed June 30, Securities and Exchange Commission EDGAR Database. 14

15 National spot radio $847 Local spot radio $7,770 Outdoor $4,820 Total 08 spending $148,870 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Microsoft Corp. was second on the overall list of advertising spending in B2B publications. The company spent $20.6 million on this form of advertisement. 50 This was only a small portion of the $1.4 billion spent on total worldwide advertising in Total ad expenditures were up again in 2010, reaching $1.6 billion for the fiscal year. 52 Diversified Financials Only one diversified financials company, General Electric Co., was in the top 15 of 2008 s Top B2B Advertisers Rankings. GE came in at number seven. Three others were in the top 100. General Electric Co. General Electric was seventh on the 2008 Top 100 B2B Advertisers ranking. GE spent $117 million that year, up 19.3% from This represents the largest increase in spending of any company in the top 10. In 2008, GE spent $2 billion on U.S. advertising. 54 The company also spent 17.3% more on measured media advertising in 2008 than in The following is a break-down of how General Electric spent its B2B advertising budget in 2008: General Electric Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $19,100 Internet $1,646 Network TV $66,514 Spot TV $24 Spanish-language TV $0 networks Cable TV networks $9,988 Syndicated TV $0 50 Top 100 Advertisers in B-to-B Publications, Op. cit. 51 Form 10-K. Microsoft Corporation, Op. cit. 52 Ibid. 53 Top 100 Advertisers in B-to-B Publications, Op. cit. 54 Marketer Database, Op. cit. 55 U.S. Ad Spend Down 9.2% in Q4. Seeking Alpha, May 7,

16 Consumer magazines $12,058 Sunday magazines $0 Local magazines $33 Hispanic magazines $48 National newspapers $3,456 Local newspapers $3,060 Hispanic newspapers $3 Network spot radio $39 National spot radio $4 Local spot radio $24 Outdoor $1,004 Total 08 spending $117,000 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, General Electric continued to raise its overall advertising budget in the first half of 2009, increasing spending by 5.1% to $548.3 million. 56 In the first quarter of 2010, General Electric again raised its advertising budget, this time spending 1.3% more than the same quarter last year. 57 Mail, Package and Freight Delivery A total of two mail, package and freight delivery companies were on the Top 100 B2B Advertisers list, and both of these, UPS and FedEx, were in the top 15. United Parcel Service of America UPS was ranked 10 th on 2008 s Top B2B Advertisers list, having spent $106.7 million throughout the year. This was 11.1% less than UPS spent on B2B in The following is a break-down of how UPS spent its B2B advertising budget in 2008: United Parcel Service of America B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $374 Internet $31,364 Network TV $40,899 Spot TV $161 Spanish-language TV $0 networks 56 Ad Spending 2009, Op. cit. 57 Elliott, Stuart. Ad Spending Turns Up in First Quarter, Tracking Service Says, After Many Quarters of Declines. Media Decoder, May 26, Top 100 B-to-B Advertisers, Op. cit. 16

17 Cable TV networks $13,548 Syndicated TV $0 Consumer magazines $6,696 Sunday magazines $0 Local magazines $2 Hispanic magazines $34 National newspapers $1,081 Local newspapers $903 Hispanic newspapers $3 Network spot radio $796 National spot radio $3,748 Local spot radio $6,913 Outdoor $248 Total 08 spending $111,616 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, Due to the recession, UPS reported its sixth consecutive quarter of lower package volume in the United States in July of last year, reducing its revenue and likely reducing its advertising spending. 59 UPS may have fallen again in the rankings in 2009, but due to the nature of the company, B2B advertising will always be significant component of its advertising strategy. FedEx Corp. FedEx Corp. fell to 14 th on the B2B Advertising chart after having been ranked 8 th in The company spent $89.2 million on B2B advertising, 26.1% less than the previous year, even though the company increased its overall advertising budget from In 2007, FedEx spent a total of $406 million on advertising and in 2008, the company increased this budget by 9.6% to $445 million. 61 The following is a breakdown of how FedEx spent its B2B advertising budget in 2008: FedEx Corp. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $247 Internet $7,816 Network TV $59,409 Spot TV $ Elliott, Stuart. Delivering Something Extra. The New York Times, September 23, Top 100 B-to-B Advertisers, Op. cit. 61 Form 10-K. FedEx Corporation. Filed July 15, Securities and Exchange Commission EDGAR Database. 17

18 Spanish-language TV $0 networks Cable TV networks $13,435 Syndicated TV $0 Consumer magazines $1,307 Sunday magazines $0 Local magazines $9 Hispanic magazines $295 National newspapers $4,026 Local newspapers $1,107 Hispanic newspapers $289 Network spot radio $0 National spot radio $68 Local spot radio $96 Outdoor $469 Total 08 spending $89,220 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, FedEx s overall advertising budget decreased by 14.8% in 2009 to $379 million, and again in 2010, though only by 1.3% to $374 million. 62 It seems probable that FedEx has fallen out of the top 15 in the rankings, given the fact that even in a year that the company increased its overall advertising spending by 9.6% (2008) it decreased B2B spending by 26.1%. Airlines Four airlines appear on the Top 100 B2B Advertisers list, but only Southwest Airlines is in the top 15. This is particularly interesting due to the fact that of the four airlines, Southwest had the lowest yearly revenue, yet spent the most on B2B advertising. Southwest Airlines Southwest Airlines rose to 19 th on the 2008 Top 100 B2B Advertisers list from eighth place in To earn the higher ranking, Southwest increased B2B advertising spending by 16.4% in 2008 to $96.8 million. 63 That year, Southwest also increased its overall advertising spending by 4.18% from $191 million in 2007 to $199 million in The following is a break-down of how the company spent its B2B advertising budget in 2008: 62 Form 10-K. FedEx Corporation. Filed July 15, Securities and Exchange Commission EDGAR Database Top 100 B-to-B Advertisers, Op. cit. 64 Form 10-K. Southwest Airlines Co. Filed July 15, Securities and Exchange Commission EDGAR Database. 18

19 Southwest Airlines Co. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $442 Internet $3,656 Network TV $48,100 Spot TV $13,879 Spanish-language TV $7,476 networks Cable TV networks $4,603 Syndicated TV $7 Consumer magazines $2,746 Sunday magazines $0 Local magazines $0 Hispanic magazines $151 National newspapers $2,257 Local newspapers $2,116 Hispanic newspapers $24 Network spot radio $1,340 National spot radio $3,674 Local spot radio $3,458 Outdoor $2,913 Total 08 spending $96,838 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, Southwest again increased its overall advertising spending, this time by 2.5% to $204 million. 65 Based on this, it is likely that Southwest has continued to increase its B2B spending, though perhaps not by quite as much as in Information Technology Services On the 2008 list of the Top 100 B2B Advertisers, IBM Corp. is in the top IBM is in fact the only information technology services company in the top 100. IBM Corp. IBM Corp. came in at third on the 2008 B2B Advertisers ranking. In that year, IBM spent $158.9 million on B2B advertising, which was an 11.9% drop in spending from Still, IBM increased in ranking in 2008, rising from fifth to third. 67 In 2008, IBM Corp. was 81 st in the country for overall advertising spending. IBM spent $ Ibid. 66 Ibid. 67 Ibid. 19

20 million on advertising in the U.S. 68 The following is a break-down of how IBM spent its B2B advertising budget in 2008: IBM Corp. B2B Channel Mix 2008 Category Ad Spending ($000) Business Publications $50,680 Internet $9,313 Network TV $33,785 Spot TV $54 Spanish-language TV networks $0 Cable TV networks $17,394 Syndicated TV $36 Consumer magazines $26,651 Sunday magazines $0 Local magazines $0 Hispanic magazines $178 National newspapers $9,505 Local newspapers $7,347 Hispanic newspapers $0 Network spot radio $63 National spot radio $1,213 Local spot radio $166 Outdoor $2,504 Total 08 spending $158,889 Source: Top B-to-B Advertisers. BtoB Online Special Report, September 14, In 2009, IBM Corp. decreased spending on B2B publications to $40.9 million. IBM was still first in a 2009 ranking of the Top 100 B2B Advertisers in Print published by BtoB Media Business and based on information from IMS (Inquiry Management Systems). 69 Part II: Side-by-Side Industry and Company Comparison Based on 500 and Top B2B Rankings Marketer Database, Op. cit. 69 Top 100 Advertisers in B-to-B Publications. Media Business, May 2010, P. 7. For BtoB s write-up of the rankings, see; Maddox, Kate. Top 100 Advertisers in B2B Publications. BtoB Online, April 30, ABUSINESS 70 This chart compares industries and companies based on both rankings that use 2008 revenue data, and the 2008 Top 100 B-to-B Advertisers list. Companies that are in the top 100 of the latter are bolded. Industries are ordered according to the total combined B2B spend of all the individual companies. 20

21 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) 78 Telecommunications: 79 companies in the Top 100 of B2B spent a combined total of $1.11 billion AT&T 124, Verizon Communications 97, Sprint Nextel 35, Comcast 34, DirecTV Group 19, Qwest Communications 13, DISH Network 11, Liberty Global 10, Virgin Media 7, Cablevision Systems 7, Charter Communications 6, Embarq 6, Telephone & Data Systems 5, Deutsche Telekom Research In Motion Vonage Holdings Corp Metro PCS Communications Commercial Banks: 80 spent $ million Bank of America 113, Corp Citigroup 112, From the 500 rankings released in May 2009, revenue and profit data used to determine Rankings are from fiscal year 2008 and are therefore the most relevant data for comparison to the B2B list from that year. 72See footnote CNN Money, From the 500 rankings released in May 2010, revenue and profit data used to determine the Rankings are from FY CNN Money, Top 100 B-to-B Advertisers, Op. cit , Op. cit. 78 Top 100 B-to-B Advertisers, Op. cit. 79 Industries: Telecommunications CNN Money, Industries: Commercial Banks CNN Money,

22 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) J.P. Morgan Chase & Co. 101, Morgan Stanley 62, Goldman Sachs Group 53, Wells Fargo 51, GMAC 35, American Express 31, U.S. Bancorp 19, Capital One Financial 17, Bank of New York Mellon Corp. 16, State Street Corp. 12, SunTrust Banks 12, BB&T Corp PNC Financial 9, Services Group Regions Financial 9, Fifth Third Bancorp 8, KeyCorp 6, CIT Group 6, Northern Trust Corp. 5, ING Group HSBC Holdings Barclays Computers, Office Equipment: 81 spent $ million Hewlett-Packard 111, Dell 61, Apple 32, Xerox 17, Sun Microsystems 13, Pitney Bowes 6, NCR 5, CDW Corporation Lenovo Group Computer Software: 82 spent $ million 81 Industries: Computers, Office Equipment CNN Money,

23 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) Microsoft 60, Oracle 22, Symantec 5, CA 4, Electronic Arts 3, Intuit 3, Citrix Systems McAfee Ascentive Diversified Financials: 85 spent $ million General Electric 183, Fannie Mae 22, International Assets Holding 18, Freddie Mac 12, Marsh & McLennan 11, Aon 8, SLM 7, Ameriprise Financial 7, Blackstone Group H Group Holding Hotels, Casinos, Resorts: 86 spent $ million Marriott International 12, Harrah s Entertainment 10, MGM Mirage 7, Starwood Hotels & Resorts 5, Wyndham Worldwide Corp. 4, Intercontinental Hotels Group Industries: Computer Software CNN Money, Intuit is not ranked in the 500, but does appear in the 1000 list from the same year. 84 Formerly known as Network Associates the company name that appears on the Top B2B Advertisers list. 85 Industries: Diversified Financials CNN Money, Industries: Hotels, Casinos, Resorts CNN Money, Wyndham Worldwide is not among the 500 of 2009, but it did make the 1000 list of that year. 23

24 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Choice Hotels International Best Western International Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) Health Care: Insurance and Managed Care: 88 spent $ million UnitedHealth Group 81, WellPoint 61, Blue Cross & Blue Shield Association Aetna 30, Humana 28, Cigna 19, Health Net 15, Coventry Health Care 11, WellCare Health Plans 6, Universal American 4, Kaiser Permanente Mail, Package, and Freight Delivery: 90 spent $ million United Parcel Service 51, FedEx 37, Internet Services and Retailing: 91 spent $ million Google 21, Amazon.com 19, Liberty Media 10, ebay 8, Yahoo 7, Expedia 2, Monster Worldwide CareerBuilder United Internet Airlines: 93 spent $ million 88 Industries: Health Care: Insurance and Managed Care CNN Money, WellPoint is the largest provider within the Blue Cross & Blue Shield network. 90 Industries: Mail, Package, and Freight Delivery CNN Money, Industries: Internet Services and Retailing CNN Money, Expedia is not ranked in the 500 in 2009, but does appear in the top 1000 companies. 93 Industries: Airlines CNN Money,

25 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) AMR 23, Delta Air Lines 22, UAL 20, Continental Airlines 15, US Airways Group 12, Southwest Airlines 11, Insurance: Life, Health (stock): 94 spent $ million Metlife 55, Prudential Financial 29, Aflac 16, Unum Group 9, Genworth Financial 9, Principal Financial 9, Lincoln National 9, Conseco 4, Cinergy Health Insurance: Property and Casualty (stock): 96 spent $ million Berkshire Hathaway 107, Allstate 29, Liberty Mutual Insurance Group 28, Travelers Cos. 24, Nationwide 19, Leows 14, Chubb 13, United Services Automobile Association 12, Progressive 12, AIG, American International Group 11, Hartford Financial Services 9, Assurant 8, American Family Insurance Group 6, Industries: Insurance: Life, Health (stock) CNN Money, Conseco was not ranked on the 500 list from 2009 but was within the 1000 that year, and does appear on the 500 in Industries: Insurance, Property and Casualty (stock) CNN Money,

26 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) First American Corp. 6, W.R. Berkley 4, Information Technology Services: 97 spent $158.9 million IBM 103, Computer Sciences 16, SAIC 10, Affiliated Compter Srvcs 6, Unisys 5, Financial Data Services: 98 spent $ million First Data 8, Discover Financial Services 7, Visa 6, SunGard Data Systems 5, Western Union 5, MasterCard 4, Fiserv 4, Experian Group Specialty Retailers: 100 spent $ million Costco Wholesale 72, Home Depot 71, Lowe s 48, Best Buy 40, Staples 23, TJX 19, Gap 14, Office Depot 14, Toys R Us 13, Circuit City Stores 11, BJ s Wholesale Club 10, Limited Brands 9, GameStop 8, OfficeMax 8, Pantry 8, Industries: Information Technology Services CNN Money, Industries: Financial Data Services CNN Money, The Top B2B list specifies the company name as MasterCard International. 100 Industries: Specialty Retailers CNN Money,

27 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) TravelCenters of America 7, Bed Bath & Beyond 7, AutoZone 6, Ross Stores 6, Blockbuster 5, Foot Locker 5, Barnes & Noble 5, Advance Auto Parts 5, PetSmart 5, Big Lots 4, Dollar Tree 4, Insurance: Property and Casualty (mutual): 101 spent $96.96 million State Farm Insurance Cos. Auto-Owners Insurance Zurich Financial Services Group , Automotive Retailing, Services: 103 spent $87.87 million AutoNation 14, Penske Automotive Group 11, Hertz Global Holdings 8, CarMax 8, Sonic Automotive 7, Avis Budget Group 5, Group 1 Automotive 5, Diversified Outsourcing Services: 104 spent $79.70 million Ashbury Automotive Group Enterprise Rent-A- Car Co. 4, Industries: Insurance: Property and Casualty (mutual) CNN Money, B2B ranking is specifically for State Farm Mutual Auto Insurance Co., the parent of the State Farm family of companies according to this State Farm website ( 103 Industries: Automotive Retailing, Services CNN Money,

28 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) Aramark 13, Automatic Data Processing 8, Accenture Pythian Group infogroup Entertainment: 106 spent $67.17 million Time Warner 46, Walt Disney 37, News Corp. 32, Viacom 14, CBS 13, CC Media Holdings 6, Sony Corp Miscellaneous: 107 spent $72.24 million M 25, Mohawk Industries 6, Siemens Samsung Group Network and Other Communications Equipment: 108 spent $44.1 million Cisco Systems 39, Motorola 30, Qualcomm 11, Corning 5, Harris 5, Oil and Gas Equipment, Services: 109 spent $43.48 million Halliburton 18, National Oilwell Varco 13, Baker Hughes 11, Smith International 10, Industries: Diversified Outsourcing Services CNN Money, Formerly known as InfoUSA the company name that appears on the Top B2B Advertisers list. 106 Industries: Entertainment CNN Money, Industries: Miscellaneous CNN Money, Industries: Network and Other Communications Equipment CNN Money, Industries: Oil and Gas Equipment, Services CNN Money,

29 500 Rank within Industry Overall Rank , Rank ,75 B2B Advertisers Rank Company Name Total Revenue 2008 ($millions) 77 Total B2B Advertising Spend 2008 ($ millions) Cameron International 5, BJ Services 5, FMC Technologies 5, American Petroleum Institute Electronics, Electrical Equipment: 110 spent $40.60 million Emerson Electric 25, Whirlpool 18, General Cable 6, Rockwell Automation 5, American Power Conversion Corp Sharp Corp Chemicals: 112 spent $39.62 million Dow Chemical 57, DuPont 31, PPG Industries 15, Monsanto 11, Air Products & Chemicals 10, Praxair 10, Huntsman 10, Mosaic 9, Rohm & Haas 9, Ashland 8, Sherwin-Williams 7, Eastman Chemical 6, Celanese 6, Avery Dennison 6, Ecolab 6, Hexion Specialty Chemicals 6, Lubrizol 5, Industries: Electronics, Electrical Equipment CNN Money, American Power Conversion Corp. is a subsidiary of Schneider Electric and is now known as the Critical Power and Cooling Services Business Unit. 112 Industries: Chemicals CNN Money,

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