Advertising Age


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  • Go to 100 Leading National Advertisers 2011 report index

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  • This database was last updated June 20, 2011.

  • 2010 U.S. ad spending and rank. Click plus signs to explore database. Click each division name to see brands, agencies and people.

    • Comcast Corp. [This record free to all users]

      U.S. advertising spending $1.85 billion


      U.S. AD SPENDING ($ in thousands)
      By media 2010 2009 % chg
      Magazine $93,129 $89,170 4.4
      Sunday magazine 763 1,796 -57.5
      B-to-B magazine 12,837 17,539 -26.8
      Local magazine 497 337 47.2
      Spanish-language magazine 70 161 -56.6
      Newspaper 107,033 139,942 -23.5
      National newspaper 23,247 28,011 -17.0
      Spanish-language newspaper 1,546 2,000 -22.7
      FSI (freestanding inserts) NA 7 NA
      Network TV 197,834 240,430 -17.7
      Spot TV 265,125 218,428 21.4
      Syndicated TV 32,322 35,159 -8.1
      Cable TV networks 197,223 199,136 -1.0
      Spanish-language network TV 16,222 15,405 5.3
      Network radio 4,939 2,920 69.1
      National spot radio 101,378 72,949 39.0
      Local radio 105,625 94,066 12.3
      Outdoor 53,922 43,728 23.3
      Internet (display only) 165,135 108,456 52.3
        Measured media 1,378,847 1,309,639 5.3
        Unmeasured spending 473,687 472,408 0.3
        Total 1,852,533 1,782,047 4.0
      Media spending by megabrand 2010 2009 % chg
      Universal Studios movies 460,586 446,098 3.2
      Comcast 252,517 430,789 -41.4
      Xfinity 235,966 0 NA
      NBC 140,543 95,696 46.9
      NBCU videos 58,163 72,488 -19.8
      Focus Features movies 53,642 100,182 -46.5
      USA Network 34,130 34,215 -0.3
      MSNBC 27,948 5,023 456.4
      E! Entertainment TV 20,897 27,921 -25.2
      Style Network 10,761 7,853 37.0
      Bravo 10,697 15,879 -32.6
      SALES & EARNINGS ($ in millions)
      Comcast Corp. (Nasdaq: CMCSA)
      Worldwide 2010 2009 % chg
      Sales $37,937 $35,756 6.1
      Earnings 3,635 3,638 -0.1
      Division sales 2010 2009 % chg
      Cable 35,762 33,867 5.6
      NBC Universale 16,590 15,085 10.0
      Programming 1,674 1,496 11.9
      Corporate & other 883 739 19.5
      Eliminations -382 -346 NA

      Sources: Measured media from Kantar Media. Unmeasured spending estimates from Ad Age DataCenter. Sales and earnings from public documents. See methodology.

      Comcast Corp./1 Comcast Ctr., Philadelphia, Pa. 19103/Phone: (215) 286-1700.


      Marketer profile
      Comcast Corp. is the nation’s largest media company, the largest cable-systems operator and the majority owner of the NBC broadcast network and some major cable TV networks.

      Ad Age DataCenter ranks Comcast as both a Media 100 company and a Leading National Advertiser.

      Comcast’s media revenue in Ad Age’s Media 100 report reflects the following based on Comcast’s pre-NBC Universal organizational structure: Cable systems revenue is Comcast’s Cable segment excluding Other (largely regional sports networks) and Phone. Cable network revenue is Comcast’s former Programming segment (national cable networks) plus the Cable segment’s Other (representing regional sports networks).

      Comcast in December 2009 struck a deal to buy a 51% stake in NBC Universal. This came shortly after General Electric Co., 80% owner of NBCU, agreed to buy Vivendi’s 20% stake in NBCU, giving GE 100% ownership.

      Comcast completed its acquisition of the 51% stake on Jan. 28, 2011, allowing Comcast to consolidate NBC Universal’s financials with Comcast’s financials. With that closing, Comcast changed the legal name of NBC Universal to NBCUniversal Media, LLC, which became a wholly owned subsidiary of NBCUniversal Holdings. Comcast controls and owns 51% of NBCUniversal Holdings, and GE owns the remaining 49%.

      As a result of the NBC Universal deal, Comcast in 2011 restaged itself into five business segments: Cable Distribution, Cable Networks, Broadcast Networks, Filmed Entertainment and Theme Parks.

      NBC Universal owns the NBC and Spanish-language Telemundo broadcast networks and key local stations.

      NBC Universal’s cable networks include NBC Universal’s legacy networks (including USA, Syfy, Bravo, Oxygen, CNBC and MSNBC) and networks contributed by Comcast (including E! Entertainment Television, G4, Golf Channel, Style and Versus).

      NBC Universal owns 33% of video-site Hulu.

      As of Dec. 31, 2010, Comcast cable systems served approximately 22.8 million video customers, 17.0 million high-speed internet customers and 8.6 million phone customers and passed more than 51 million homes and businesses in 39 states and the District of Columbia.

      As of Dec. 31, 2009, Comcast cable systems served about 23.6 million video customers, 15.9 million high-speed internet customers and 7.6 million phone customers in 39 states and the District of Columbia.

      The International Olympic Committee in June 2011 awarded NBC Universal the U.S. media rights to the 2014, 2016, 2018 and 2020 Olympic Games for $4.38 billion, extending NBC’s Olympic run. NBC Universal’s previous broadcast contract was set to end after the 2012 London Summer Olympics, which will be NBC’s 13th Olympic Games broadcast and seventh consecutive. At the conclusion of the 2020 Summer Olympics, NBC will have broadcast 17 Olympic Games and 11 consecutive.

      NBC Universal effective July 1, 2011, paid $1.025 billion to buy the 50% stake held in the Universal Orlando theme park from buyout firm Blackstone Group, which had purchased the stake in 2000 from Rank Group. NBC Universal now owns 100% of the Florida venture. NBC Universal also owns the Universal Studios attraction adjoining its movie and TV operations in Universal City, Calif. NBC Universal has a financial interest in a theme park in Japan.

      NBC Universal CEO Steve Burke said in a June 2011 statement: “The [Florida] acquisition consolidates our ownership and confirms our long-term commitment to Universal Orlando and the theme park business. Universal Orlando is a consistent and significant driver of operating and free cash flow and is performing extremely well. It has a superb management team and exciting growth opportunities. This purchase of the Blackstone interest is attractively valued and represents strong financial returns for NBC Universal.”

      Comcast displaced Time Warner as the nation’s largest media company after Time Warner completed its spinoff of Time Warner Cable in March 2009. Time Warner had held the top spot on Ad Age’s Media 100 since 1995.

      Walt Disney Co. in November 2006 sold Disney’s 39.5% interest in E! to Comcast for $1.23 billion, giving Comcast full ownership of the cable channel.

      Comcast in 2005 bought a stake in movie distributor Metro-Goldwyn-Mayer. As of November 2010, Comcast had a 21% equity stake. MGM, burdened by debt, filed for bankruptcy reorganization in November 2010. Comcast’s stake was wiped out in bankruptcy. MGM emerged from bankruptcy in December 2010 under new ownership.

      Comcast was founded in 1963.

      Comcast, GE and NBC have historical connections. In 1919, GE led a consortium–GE, American Telephone & Telegraph Co., Westinghouse, United Fruit (an early investor in radio technology)–to form a radio manufacturer, Radio Corporation of America.

      In 1926, RCA began to build a network of radio stations, delivering content to affiliates over AT&T long-distance lines. To avoid antitrust issues, AT&T sold New York station WEAF to RCA and dropped out of the RCA owners consortium.

      RCA formed National Broadcasting Co. (50% owned by RCA, 30% by GE, 20% by Westinghouse) to serve affiliates of WEAF (now WFAN-AM, owned by CBS Corp.), over Red Network, and WJZ (now WABC-AM, owned by Citadel Broadcasting Corp.), over Blue Network.

      In 1930, the Justice Department brought antitrust action against RCA, GE and Westinghouse. Under a consent decree in 1932, GE and Westinghouse agree to sell their stakes in RCA.

      To resolve antitrust issues, RCA in 1943 sold Blue Network, which became American Broadcasting Co. (Walt Disney Co. in 1996 bought Capital Cities/ABC, bringing ABC into the Disney fold; Disney spun off the ABC radio network and radio stations in 2007 to Citadel Broadcasting Corp., which agreed to be acquired by Cumulus Media in 2011.)

      In 1986, GE bought RCA Corp., parent of NBC. The next year, GE sold RCA’s consumer-electronics business.

      In 2002, Comcast Corp. bought the cable-systems business of AT&T Corp. (successor to American Telephone & Telegraph Co.), making Comcast No. 1 in cable systems. Comcast for a period in 2002 used the name “AT&T Comcast Corp.” but ditched “AT&T” and reverted to “Comcast Corp.” the day the deal closed in November 2002.

    • Abbott Laboratories

    • Allstate Corp.

    • Amazon

    • American Express Co.

    • Anheuser-Busch InBev

    • Apollo Group (University of Phoenix)

    • Apple

    • AstraZeneca

    • AT&T

    • Bank of America Corp.

    • Bayer

    • Berkshire Hathaway

    • Best Buy Co.

    • Bristol-Myers Squibb Co.

    • Burger King Holdings

    • Campbell Soup Co.

    • Capital One Financial Corp.

    • Citigroup

    • Clorox Co.

    • Coca-Cola Co.

    • Colgate-Palmolive Co.

    • Coty

    • CVS Caremark Corp.

    • Daimler

    • Dell

    • Deutsche Telekom

    • Diageo

    • DirecTV

    • Discover Financial Services

    • Dish Network Corp.

    • Doctor’s Associates (Subway)

    • Dr Pepper Snapple Group

    • Eli Lilly & Co.

    • Estee Lauder Cos.

    • Fiat (Chrysler Group)

    • Ford Motor Co.

    • Fortune Brands

    • Fry’s Electronics

    • Gap Inc.

    • General Mills

    • General Motors Co.

    • GlaxoSmithKline

    • Hershey Co.

    • Hewlett-Packard Co.

    • Home Depot

    • Honda Motor Co.

    • Hyundai Motor Co.

    • IBM Corp.

    • J.C. Penney Co.

    • Johnson & Johnson

    • JPMorgan Chase & Co.

    • Kellogg Co.

    • Kia Motors Corp.

    • Kohl’s Corp.

    • Kraft Foods

    • Kroger Co.

    • L’Oreal

    • Limited Brands

    • Lowe’s Cos.

    • LVMH Moet Hennessy Louis Vuitton

    • Macy’s

    • Mars Inc.

    • McDonald’s Corp.

    • Merck & Co.

    • Microsoft Corp.

    • Nestle

    • News Corp.

    • Nike

    • Nissan Motor Co.

    • Novartis

    • PepsiCo

    • Pfizer

    • Procter & Gamble Co.

    • Progressive Corp.

    • Reckitt Benckiser

    • SABMiller (MillerCoors)

    • Safeway

    • Samsung Electronics Co.

    • SC Johnson

    • Sears Holdings Corp.

    • Sony Corp.

    • Sprint Nextel Corp.

    • State Farm Mutual Auto Insurance Co.

    • Target Corp.

    • Time Warner

    • Time Warner Cable

    • Toyota Motor Corp.

    • U.S. Government

    • Unilever

    • Verizon Communications

    • Viacom

    • Visa

    • Volkswagen

    • Walgreen Co.

    • Walmart Stores

    • Walt Disney Co.

    • Wells Fargo & Co.

    • Wendy’s/Arby’s Group

    • Yum Brands


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