Big Mac is one of five restaurant companies included by Ad Age in its 100 Leading Advertisers list. Yum! Brands–parent of KFC, Pizza Hut and Taco Bell–is the only one of the five to decrease total ad spending last year (down 4.3%) and the only one to lose ground in the rankings (sliding to No. 41 this year from 39 a year ago). Burger King Holdings showed the greatest increase in ad spending (6.5%), followed by Subway (5.4%). Wendy’s/Arby’s Group increased total ad spending 1.9% in 2008. The magazine’s list is based on both measured-media advertising such as TV and radio and unmeasured media such as promotions.