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.

Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug