Credit card companies and investment houses certainly dominated the list of parent companies - all showing double digit increases. While Morgan Stanley Dean Witter ranked third in expenditures, their outlay jumped by almost 60% - with only 6.9% of their total budget supporting the Discover Brokerage Service.

As evidenced by E*Trade's ranking as the second leading brand, the industry got a tremendous boost from online investment brokers; this subset of the financial industry saw a 497.8% jump in their spending levels over last year. The leaders of this category all enjoyed tremendous increases in their advertising outlays and were joined by many companies which had either very low levels of 1998 spending or did not even exist a year ago.

For more information on industry parent and brand leaders, see the attached chart.

Competitive Media Reporting is the leading provider of strategic advertising intelligence, serving advertising agencies, advertisers, broadcasters and publishers. The company's tracking technologies collect occurrence and expenditure data, as well as the creative executions of over 900,000 brands across 15 media. CMR is headquartered in New York City and maintains sales locations in major markets throughout the United States. For further information, visit http://www.cmr.com.

Financial

Online Investment Brokers