100 Leading National Advertisers: Ad Age

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

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.

http://adage.com/article?article_id=144555

Among the Top 100 advertisers, one in four spent more, betting on opportunity in the Great Recession.