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Top Brokerage Companies in Ad Spending

Published March 12, 2004, 10:08 a.m. EST
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Updated January 02, 1970, 9:08 a.m. EST
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Top Brokerage Companies in Ad Spending

Top Brokerage Companies in Ad Spending
Total print and television. Dollars in thousands
Published March 12, 2004
2003 Grand total Print* TV 2002 Grand total Print* TV
Total Newspaper Magazine Trades Total Network Spot Cable Total Newspaper Magazine Trades Total Network Spot Cable
1 Charles Schwab $74,617 $32,750 $19,378 $11,838 $1,534 $41,868 $29,901 $5,741 $6,226 1 Charles Schwab $132,783 $60,784 $24,579 $35,387 $818 $71,999 $52,335 $3,597 $16,066
2 Merrill Lynch 35,183 16,562 8,592 6,628 1,342 18,621 10,070 1,852 6,699 2 Merrill Lynch 63,945 43,589 29,760 12,054 1,774 20,356 8,364 1,411 10,581
3 TD Waterhouse 29,641 12,117 5,798 5,740 579 17,523 8,454 5,544 3,525 3 TD Waterhouse 55,741 14,975 6,935 7,639 402 40,766 19,120 14,967 6,680
4 Ameritrade 22,972 6,298 1,830 3,635 833 16,674 0 469 16,205 4 Ameritrade 23,890 4,693 1,993 2,517 183 19,198 50 509 18,639
5 UBS PaineWebber 17,007 8,167 6,318 1,849 0 8,840 6,728 77 2,035 5 Datek Securities 23,490 3,322 308 2,641 373 20,168 0 0 20,168
6 Smith Barney 14,879 9,044 3,707 5,101 236 5,835 2,060 162 3,614 6 E-Trade Securities 16,967 4,714 4,102 589 23 12,253 6,147 2,425 3,681
7 Edward D. Jones 12,582 4,042 3,800 220 21 8,540 1,885 3,049 3,606 7 Edward D. Jones 12,777 3,795 3,696 73 26 8,982 0 3,061 5,921
8 BrownCo 8,396 6,029 4,909 1,120 0 2,367 0 6 2,362 8 Harrisdirect 10,439 3,467 1,414 1,967 86 6,971 3,837 141 2,994
9 Raymond James & Assoc. 7,102 1,750 231 34 1,484 5,352 3,317 151 1,885 9 Brown and Co. 8,236 3,592 3,116 475 0 4,644 0 1 4,643
10 Scottrade 5,352 2,114 1,601 513 0 3,238 0 10 3,228 10 Raymond James & Assoc. 6,600 1,840 588 54 1,198 4,760 876 2 3,881
11 E-Trade Securities 4,217 1,181 417 561 203 3,036 0 0 3,035 11 UBS PaineWebber 5,975 1,308 1,143 160 5 4,667 3,650 3 1,014
12 Instinet 3,035 2,566 1,202 700 663 470 0 0 470 12 Island ECN 4,549 2,100 1,319 259 521 2,449 0 452 1,997
13 A.G. Edwards & Sons 2,343 2,298 2,165 92 41 45 0 45 0 13 Scottrade 4,139 2,126 1,708 418 0 2,012 0 96 1,916
14 Friedman Billings Ramsey 1,982 1,181 1,002 75 105 801 794 4 3 14 Cantor Fitzgerald 4,011 1,355 897 143 316 2,656 0 0 2,656
15 Sumner Harrington 1,929 1,929 1,929 0 0 0 0 0 0 15 Smith Barney 2,201 2,198 1,638 344 216 3 0 0 3
16 LPL Financial Services 1,529 1,529 41 12 1,476 0 0 0 0 16 A.G. Edwards & Sons 1,993 1,993 1,694 279 20 0 0 0 0
17 U.S. Capital 1,261 1,261 1,134 126 1 0 0 0 0 17 Tradestation Securities 1,315 72 72 0 0 1,243 0 0 1,243
18 Harrisdirect 1,090 965 268 696 0 126 0 126 0 18 Knight Securities LP 1,274 1,274 665 189 420 0 0 0 0
19 Legg Mason Wood Walker 1,021 1,021 922 45 54 0 0 0 0 19 LPL Financial Services 1,178 1,178 42 1 1,135 0 0 0 0
20 Knight Securities 874 874 194 271 408 0 0 0 0 20 USA Capital 1,155 1,155 1,155 0 0 0 0 0 0
21 US Bancorp Piper Jaffray 831 831 616 172 43 0 0 0 0 21 Instinet 1,135 1,045 290 124 632 90 0 0 90
22 Muriel Siebert 811 811 56 755 0 0 0 0 0 22 Muriel Siebert 1,130 1,130 134 996 0 0 0 0 0
23 Upromise Investments 721 0 0 0 0 721 0 721 0 23 Friedman Billings Ramsey 1,087 1,087 901 63 123 0 0 0 0
24 First Allied Securities 584 584 48 0 536 0 0 0 0 24 Legg Mason Wood Walker 1,082 1,082 888 117 78 0 0 0 0
25 Interactive Brokers Group 564 564 0 387 177 0 0 0 0 25 RJT 1,019 0 0 0 0 1,019 0 0 1,019
26 ML Stern 535 535 535 0 0 0 0 0 0 26 Wall St. Access 1,010 788 431 357 0 221 0 0 221
27 RBC Dain Rauscher 527 527 407 34 86 0 0 0 0 27 JB Oxford & Co. 906 906 53 853 0 0 0 0 0
28 National Financial Services 492 492 65 37 390 0 0 0 0 28 Quick & Reilly 901 322 322 0 0 580 80 478 22
29 Optionsxpress 476 476 166 310 0 0 0 0 0 29 Fiserv Securities 707 707 0 0 707 0 0 0 0
30 Securities America 459 459 6 12 441 0 0 0 0 30 Securities America 617 617 5 0 613 0 0 0 0
31 Reef Securities 457 457 398 59 0 0 0 0 0 31 Upromise Investments 615 561 358 203 0 54 0 54 0
32 Lind-Waldock 439 439 430 0 9 0 0 0 0 32 Robert W. Baird 598 598 520 77 1 0 0 0 0
33 Annuities Exchange 436 436 356 0 80 0 0 0 0 33 RBC Dain Rauscher 570 570 540 10 20 0 0 0 0
34 USA Securities 434 434 434 0 0 0 0 0 0 34 Annuities Exchange 561 561 438 0 123 0 0 0 0
35 Curian Capital 392 392 0 0 392 0 0 0 0 35 ITG 517 517 0 226 291 0 0 0 0
36 ITG 378 378 0 0 378 0 0 0 0 36 First Miami Securities 461 461 461 0 0 0 0 0 0
37 Robert W. Baird 371 371 318 53 0 0 0 0 0 37 First Allied Securities 430 430 35 0 396 0 0 0 0
38 Tradestation Securities 330 330 166 20 144 0 0 0 0 38 Lind-Waldock 411 411 296 0 115 0 0 0 0
39 Investacorp 309 309 0 0 309 0 0 0 0 39 Interactive Brokers Group 407 407 29 353 24 0 0 0 0
40 Investors Capital 281 281 0 0 281 0 0 0 0 40 Nathan & Lewis Securities 400 400 0 0 400 0 0 0 0
41 Mutual Service 280 280 0 0 280 0 0 0 0 41 Investacorp 366 366 0 0 366 0 0 0 0
42 Investment Center 270 270 0 0 270 0 0 0 0 42 Mutual Service 336 336 2 0 333 0 0 0 0
43 First Miami Securities 262 262 262 0 0 0 0 0 0 43 Intersecurities 306 306 2 0 304 0 0 0 0
44 Southwest Securities 244 244 124 3 117 0 0 0 0 44 Peregrine Financial Group 290 200 24 0 176 90 0 0 90
45 Walnut Street Securities 229 229 4 3 223 0 0 0 0 45 Sumner Harrington 289 289 289 0 0 0 0 0 0
46 Roth Capital Partners 222 222 43 178 0 0 0 0 0 46 Global Express Capital 281 281 281 0 0 0 0 0 0
47 Multex.com 202 202 0 0 202 0 0 0 0 47 Investment Center 275 275 7 0 268 0 0 0 0
48 Waddell & Reed 191 191 145 2 44 0 0 0 0 48 Waddell & Reed 269 259 216 4 39 10 0 10 0
49 ChannelingStocks.com 190 0 0 0 0 190 0 0 189 49 City Index Finance 256 256 256 0 0 0 0 0 0
50 Incapital LLC 180 180 0 0 180 0 0 0 0 50 Investors Capital 251 251 4 0 247 0 0 0 0
  TOTAL for top 50 (millions) $259.10 $124.90 $70.00 $41.30 $13.60 $134.30 $63.20 $18.00 $53.10   TOTAL for top 50 (millions) $400.10 $174.90 $93.60 $68.60 $12.80 $225.20 $94.50 $27.20 $103.50
  TOTAL for all 348 (millions) $268.50 $134.20 $74.10 $42.20 $17.90 $134.30 $63.20 $18.00 $53.20   TOTAL for all 394 (millions) $411.70 $186.30 $98.50 $69.80 $17.90 $225.50 $94.50 $27.30 $103.70


Note: Companies identified by the names they use in their advertising.
*Includes some English-language publications for foreign readers.
Source: Competitrack Inc.
© 2004 American Banker


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