Top 100 advertisers defy expectations to boost marketing investment

BT: entered top 10 advertisers in 2010
BT: entered top 10 advertisers in 2010

Procter & Gamble leads marketing upswing as majority of UK's top 100 advertisers increase spend

More than three-quarters of the UK's top 100 advertisers increased their adspend in 2010, defying predictions that the year would mark a steep decline in marketing budgets.

By channel, the biggest year-on-year increase was in TV advertising, with a 17% rise, according to Nielsen; print, outdoor and cinema spend also rose. The only medium in which spending fell was radio, falling 6% on 2009 levels.

Of the top 100 advertisers, 77 boosted their spend, led by Procter & Gamble. The FMCG multinational leapfrogged the COI to become Britain's biggest advertiser, spending £203.9m in 2010, £78.4m more than rival Unilever.

The government's commitment to slashing public-sector spending was reflected in the 50% year-on-year decline in the COI's adspend to £105.4m. Despite this, it remains the UK's sixth-biggest advertiser.

BSkyB overtook Unilever to become the UK's second-biggest advertiser, bolstering its adspend by 31% on 2009 to £145.1m, while BT entered the top 10 after almost doubling its spend to £79.4m.

The supermarkets stepped up their efforts, too. Tesco boosted its spend by 15% year on year to £114.6m, while there were 12% and 15% hikes from Asda and Sainsbury's, which spent £113.3m and £68.2m respectively. Marks & Spencer raised its spend by 66% year on year to £68.7m.

The banking sector also showed signs of a marketing revival, with Lloyds TSB and Halifax increasing their spend by 76% and 65% year on year respectively, equating to a combined £82m.

See the full table and expert analysis.

Editor's comment: A silver lining amid the gloom

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

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