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Top 25 largest advertisers in black-targeted media lowered first quarter spending


(July 21, 2009) The economy continues to spur major advertisers to reduce advertising in the nation’s black-targeted media outlets, but smaller advertisers softened the blow in ad losses to black print and broadcast vehicles. These advertisers posted a 7.8 percent drop for the quarter over last year, compared with the 13 percent drop by the largest advertisers.

All but five of the top 25 largest advertisers in black-targeted media cut their spending for Q1. The biggest increase in spending came from Johnson & Johnson, which boosted its allocation in black media for the quarter by 28 percent to $14 million. The largest cut came from Toyota, which dropped spending for the period by nearly 40 percent to $3.5 million.

The top 25 largest black media advertisers represented 29 percent of all black media ad purchases during the first quarter. The $487.3 million in total ad spending represented an 8.5% increase over the first quarter spending in 2009.

Top 25 Advertisers in Black-Targeted Media

JOHNSON & JOHNSON

PROCTER & GAMBLE CO

VERIZON COMMUNICATIONS

MCDONALDS CORP

US GOVERNMENT

WAL-MART STORES INC

AT&T INC

BERKSHIRE HATHAWAY INC

GENERAL MOTORS CORP

PEPSICO INC

NATL AMUSEMENTS INC

ALBAR PRECIOUS METAL

LOREAL SA

H&R BLOCK INC*

LIONS GATE ENTERTAINMENT*

TIME WARNER INC

NEWS CORP

TOYOTA MOTOR CORP

CAMPBELL SOUP CO*

STATE FARM AUTO INSURANCE

PROGRESSIVE CORP*

UNILEVER

YUM! BRANDS INC

SONY CORP

GENERAL ELECTRIC CO

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