P&G replaces Government as UK's biggest advertising spender

Old Spice: owner P&G increases adspend
Old Spice: owner P&G increases adspend

Procter & Gamble is now the UK's biggest spender on advertising, following a 47% fall in COI spend.

The COI spent £112m on advertising in 2010, down from £221m in 2009, when it was the UK's biggest advertiser.

Since coming to power in May, the coalition Government has imposed a spending freeze to ensure that only "essential" advertising is run.

As a result, the COI is now the fifth-biggest spender, according to estimates* from Nielsen.

In comparison, Procter & Gamble increased adspend by 33% from £142m in 2009, to £189m in 2010.

BSkyB was the second, spending £161m, up from £134m in 2009.

Unilever was third with a spend of £132m, having increased its spend by just 2%, substantially less than its FMCG rival, P&G.  

Tesco, the biggest supermarket in the UK, was fourth, spending £120m, an increase of 19%.

BT made the biggest increase to its outlay of any top 10 advertiser, lifting its spend by 44% to £104m.


UK adspend
Advertiser UK expenditure UK expenditure Year-on-year
  2010 (£m) 2009 (£m) % change
Procter & Gamble  189 142 33
BSkyB  161 134 20
Unilever  132 129 2
Tesco  120 101 19
COI  112 221 -47
Asda  107 95 13
BT  104 72 44
DFS Furniture  92 93 -2
Reckitt Benckiser  75 77 -3
Kellogg's  70 76 -9

*The figures cover the year to 15 December and do not include: internet advertising for the period 1 October to 15 December; outdoor, cinema, direct mail and door drop advertising for the period 1 November to 15 December; regional press and magazine advertising for the period 1 to 15 December; or TV and radio advertising for the period 6 to 15 December.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers