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Advertising and Marketing Industries

Contact: Mia Wells
Lippincott Library

Industry Information Directories Ad Spending
Ad Rates Statistics and Rankings Advertisements

Industry Information

Standard and Poor's Net Advantage. Find industry surveys and key industrial performance data, as well as comparative company analyses and ratios.

Sample Search   Click on the Industries tab, then choose Publishing & Advertising from the Industry Surveys drop-down menu. For information on advertising in other parts of the world, select a region of interest from under Global Industry Surveys and look for Advertising.

Datamonitor. Industry profiles, sometimes including company SWOT analyses, key ratios, competitor information, and more.

Sample Search   To use Datamonitor via Business Source Premier, search for your industry by keyword, i.e. advertising or marketing. Select Industry Profiles as your Source Type in the lefthand menu next to your Results list.

Sample Search   To use Datamonitor via Osiris, click on Expert Search in the left toolbar. Click on the orange chevron symbol, tabbed at the top of the page. Click on the Industry tab, then use the menu to find your industry of interest.

Value Line Research Center. Quick investment analysis "snapshots" on industries and companies.

Sample Search   Click Log In at the top of the screen, then click Research Center in the left menu. Choose Plus Edition, then click on Look Up Industry. Click on the PDF icon next to Advertising, or click on the word Advertising to find company analysis on the industry's components.

IBIS World Industry Reports. Research and reports many US industries, including niche products and services.

Sample Search   Look under the heading Professional, Scientific and Technical Services on the main page. You'll find separate reports on Advertising Agencies, Public Relations Firms, Media Buying Agencies, Market Research, and many more. After choosing an industry, you'll be able to see related reports for industries Up & Down Stream, Similar Industries, and iExpert reports which are quick "snapshots".


Ad Age DataCenter. Advertiser family trees, "Agency Report", "100 Leading National Advertisers," and more.

Advertising red books, formerly known as the Standard directory of advertising agencies, are available in print at call number HF5805 .S72, at the Lippincott Library Reference Desk.

Ad Spending

AdSpender. Historical (5 years) ad spending by company, brand, product, including type of media used. The library also has some older copies of the print version of AdSpender, called Ad $ Summary, at call number HF5802 .N312 in the Lippincott Library stacks.

Advertising Ratios & Budgets. Find ad budgets, ad-to-sales ratios, growth trends, and more. Arranged by company name or by industry class (SIC code). Latest edition held at call number HF5801 .A344 at the Lippincott Library Reference Desk; previous editions held at the same call number in the Lippincott Library stacks.

Advertising Growth Trends. Ad spending ratios, what-if scenarios, management by objective data, and more. Latest edition held at call number HF5813.U6 A384 in the Lippincott Library Reference Stacks.

Passport GMID. Ad spending data by media type.

Sample Search   Click on Search on the left side of the page. On the Countries and Consumers, expand Leisure and Lifestyles, then Media Access and Advertising, then Advertising. Select your Adspend data item of interest, then click Now Choose Geographies to advance to the next screen.

eMarketer. Charts, graphs, articles and short reports on on online advertising and spending. Click on Advertising under Topics to expand the menu and see the sub-categories available (e.g. Advertising Spending & Revenues).

Ad Rates

MRI+. Focusing on print media, create lists of newspapers and magazines of interest then collect data on their ad rates.

Standard Rate & Data Service (SRDS). Advertising rates by media. Choose your type of advertising source from the main page (ie Radio, TV & Cable, etc) then perform a search for your specific publication or station of interest to see available ad rates and circulation or demographic data.

Statistics and Rankings

Ad Age DataCenter. Compendium of data and information from Advertising Age, including rankings of top ad firms and brands, agency profiles, and more.

eMarketer. Database of data and statistics with a focus on online and mobile applications. Click on Advertising in the lefthand menu to browse, or search by keyword in the search box at the top of the screen.

ClickZ - website with statistics and info focusing on interactive marketing

Interactive Advertising Bureau - trade association for interactive advertising, with industry statistics and research available from its website

Millenial Media - research firm focusing on mobile advertising. Website contains free access to some data, including "State of the Industry" and "S.M.A.R.T. (US Scorecard for Mobile Advertising Reach and Target)" reports.


AdCritic. Full-text access available only within the Annenberg School for Communication Library: ask for help at the Reference Desk.

Duke University Libraries' Digital Collections - a source for a variety of collections of images and videos pertaining to a wide range of subjects. Featuring:

  • Ad*Access: "An image database of over 7,000 U.S. and Canadian advertisements covering five product categories - Beauty and Hygiene, Radio, Television, Transportation, and World War II propaganda - dated between 1911 and 1955."
  • AdViews: "Thousands of television commercials created or collected by the D'Arcy Masius Benton & Bowles (DMB&B) advertising agency, dated 1950s - 1980s."
  • The Emergence of Advertising in America: "A database of over 9,000 advertising items and publications dating from 1850 to 1920, illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States."

Ad Council - website with information and media clips for Public Service Announcements (PSAs)

See also the Libraries' Historical Advertisements research guide.