SuperBrands 97 Category Ranking: Telecomunications

Telecommunications
A sell-off of its computer and technology companies reduced total revenue of market giant AT&T by $20 billion. The big gainers for local-service providers were BellSouth and Southwestern Bell with revenue jumps of $1.1 billion apiece. No. 2 long-distance provider MCI had a $2 billion gain, vaulting past Nynex and Bell Atlantic.
Rank….Brand……………. Co. Name, Location
.Lead Agency, Location
…Sales (billions):
…Media Expenditures (millions):
1….AT&T……………….. American.Telephone & Telegraph, Basking.Ridge, NJ
..FCB/Leber Katz/Y&R, New York
…Sales.$51.0
…Media.Expenditues.$675.2
2….GTE……………………GTE, Stamford, CT
..DDB Needham, New York
…Sales: $20.0
…Media Expenditures: $83.3
3….BellSouth…………….BellSouth, Atlanta
..Various
…Sales: $17.9
…Media Expenditures $82.1
4….MCI…………………….MCI Telecommunications, Washington
..MVBMS Euro.RSCG, New York
…Sales: $15.3
…Media Expenditures: $322.6
5….Bell.Atlantic………….Bell.Atlantic, Philadelphia
..Saatchi&Saatchi/Tierney.Partners, New York; Philadelphia
…Sales:$13.8
…Media Expenditures: $70.5
6….Nynex………………….Nynex, New York
..O&M, Y&R, Arnold Fortuna Lawner&Cabot, New York; Boston
…Sales:$13.4
…Media Expenditures: $66.1
6….Ameritech…………….Ameritech, Chicago
..Leo Burnett, Chicago
…Sales: $13.4
…Media Expenditures: $71.2
8….Sprint…………………..Sprint, Kansas City, MO
..J. Walter Thompson, San Francisco
…Sales: $12.8
…Media Expenditures: $209.4
9….Southwestern.Bell….Southwestern Bell, St. Louis
..Various
…Sales: $12.7
…Media Expenditures: $24.5
10….US.West……………..US West Communications, New York
..Campbell, Mithun Esty, Minneapolis
…Sales: $11.7
…Media Expenditures: $58.1
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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