Top 100 Outlays Plunge 10% but Defying Spend Trend Can Pay Off

6/21/10, Ad Age

Here’s the good news for CMOs, media and agencies: 26 top marketers bucked the trend and boosted 2009 advertising even as spending for the 100 Leading National Advertisers plunged 10.2%. Among those with the guts to spend more, 70% saw a U.S. sales increase — double the success rate of those whose spending declined.

As for the bad news: Last year’s LNA spending decline marked the sharpest drop since Ad Age began the ranking in 1956.

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