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1) The top 25 U.S. advertisers spent how much money advertising domestically?
D – $45 billion
Total U.S. advertising was estimated at $128.4 billion in 2003.
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2) Of the top 25 spenders, who spent the most in the U.S.?
A – General Motors
GM spent an estimated $3.43 billion on U.S. advertising in 2003, and that is actually down about $50 million from the year before.
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3) U.S. advertisers spent the most money on which medium?
C – TV (Broadcast and cable)
Broadcast and cable TV advertising totaled $60.7 billion in 2003. That same year direct mail expenditures were $48.4 billion, newspaper, $44.9 billion, and Internet $5.4 billion.
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4) Which corporation spent the most on outdoor signs and advertising in 2003?
B – Anheuser-Busch
Anheuser-Busch spent $57 million on outdoor promotion in 2003. Next closest was McDonald’s at $41.6 million and Nissan at $32.2 billion. United Airlines did not make the top five.
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5) What soft drink company spent the most money on Spanish-language network television?
B – Pepsi
Pepsi outspent the competition dramatically in this medium, with over $76 million in advertising purchased in 2003.
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6) Subway, Taco Bell, Pizza Hut, and KFC all have relatively the same market share (about 5% of the total fast food market). Three of the four spend over $200 million a year in advertising. Which one spends less?
C – Pizza Hut
Pizza Hut spent a mere $171 million on advertising in 2003. Subway spent $250 million, Taco Bell spent $201 million, and KFC spent $223 million.
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7) Old Spice has long been the leader in ad spending for men’s deodorant. Some newcomers, however, have been making a new stink in the market. Which similar product came in second for overall promotional spending in 2003?
B – Axe
You’ve probably seen some of the many unique (and controversial) ads for Axe. And by the way, there is no deodorant named ‘Freshpits’ – We made that up.
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8) Spending the most money on advertising doesn’t necessarily make you a market leader. Often reputation or word of mouth will do better than any magazine ad or web page banner. The market leader for flat panel TVs spent less on advertising than four of the five next-best manufacturers. Who is it?
D – Sony
Sony commands nearly 25% of the flat panel market, yet spent less than its closest competitors in 2003-2004. Sharp, by comparison, spent twice as much as Sony but commands only 16.5% of the market.
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9) Advertisers pay big money for commercials during popular reality shows. Which 2004 reality show had the biggest average price tag for a 30-second spot?
A – American Idol
The average cost of a 30-second American Idol commercial in 2004 was $620,000. Survivor charged about $413,000, The Bachelor/Bachelorette charged $206,000 and Fear Factor was a deal at $139,000.
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10) People Magazine boasts the highest gross revenue (a combination of circulation and ad revenue) of any magazine. The number one magazine has fewer subscribers than most of the top competition, however. Three of the following have more subscribers than People. Which one does not?
C – Sports Illustrated
As of January 1, 2004, People had 3.6 million subscribers. Sports Illustrated had 3.2 million. The others are far bigger. Better Homes & Gardens, TV Guide, and Reader’s Digest have 7.6, 9.0, and 11.0 million subscribers respectively.
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11) The TV show Friends has been off the air for a few years now, but lives on in syndication. These reruns still bring in big advertising dollars. How much did syndicated episodes of Friends earn in 2003?
B – $225 million
By comparison, Seinfeld reruns earn over $155 million each year, and That 70s Show earns about $91 million each year in syndication ad revenue.
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12) At last, the question you’ve been waiting for. In 2005, advertisers paid on average $2.4 million for each 30-second ad run during the Superbowl. In 1967, for the very first Superbowl, what was the cost of a similar ad?
C – $42,000
Superbowl ads first broke the $1,000,000 barrier in 1995, and the $2,000,000 just five years later.
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