What is Ad$pender?
Ad$pender is a database of advertising expenditures by various product and industry categories down to the individual product level across most industries. Create reports containing available data that match the filters you specify.
Use of Ad$pender is limited to academic research by UGA students and faculty. Access is shared with selected classes and is also available to individual faculty and students upon request. Note: Ad$pender is limited to a maximum of 5 simultaneous users.
available media categories:
Network TV | Spanish Language Network TV | Cable TV | Syndication | Spot TV
Magazines | Sunday Magazines | Local Magazines | Hispanic Magazines | B-to-B Magazines
National Newspapers | Newspapers | Hispanic Newspapers
Network Radio | National Spot Radio | Local Radio Summary | Local Radio Historical
available time period:
2009 to present (NOTE: a maximum of 5 years of data can be retrieved at one time.)
Start by clicking on Create under Custom Reports. Optionally, reports already created by you or others sharing the Ad$pender login will appear in the My Reports box until deleted. You can Open these reports to work with them further. To view or download existing reports go to Report Viewer.
Step 1 Media & Markets - You may bypass this step and retrieve by default data for all available media and the entire market. Optionally, you may select specific media by highlighting items in the list and moving them to the box on the right. You may also click the Market tab to select specific metro area markets in the U.S.
Step 2 Time Period - Under Select Time Period you may Specify Time Period and define a range of dates up to five years long. The year 2009 is the earliest year for which we have access to data in Ad$pender.
NOTE: If you wish to see the data in your report itemized by year be sure to also click Select Multiple Time Periods on the right of the Time Period screen and follow the steps..
Step 3 Product Set Search and Select - The next three screen shots illustrate just one of several ways of finding specific products--in this case peanut butters.
Search All Categories for any product or industry category where the First Words are 'peanut butter'. Note: this search would not find anything if 'peanut' is not the first word in at least one category used by Ad$pender . In that case you could try changing First Word to Any Word. In this case, the search has yielded one product category called Peanut Butter & Sandwich Spreads.
To see the individual brands or products that comprise this broader category open the drill function and select brands or products from the drop down menu.
You can now double-click on individual products in this detailed list, e.g., Jif: Peanut Butter. They will then appear in the list of selected products at the bottom of the screen.
When you have selected all the products/brands for which you want to find advertising data in Ad$pender you can move on to step four. If you are having trouble finding a particular product there are several ways to search for products in step three, e.g., by using a different initial category filter besides "All Categories". You can, for example, set this filter to All Products and try searching for a single keyword that is part of the product name.
Step 4 Report Format - Did you Select Multiple Time Periods in Step 2 so that you could see your data broken down by year? If so, you must also change the Sort by setting from Product to Time Period. For most other users, the default report format setting will be adequate.
Step 5 Report Options - The default report options will include a pdf formatted report as well as the option to download the data in a spreadsheet compatible .csv format. You can also fine tune your totals columns and formatting.
Step 6 Report Summary & Run - In this step you give your report a name and run the report. You can also see a summary of all the parameters you have specified in the preceding steps. You can always go back and change a parameter prior to running the report.
Note: Running a report generally requires a few moments. Once you have submitted the run request you will move to the Report Viewer where you can monitor the status of the report request, refreshing the screen periodically until the Status column reads 'completed'. Click on the Adobe icon to view the pdf. The page icon lets you download the csv file.