The research, from TNS and Ebiquity, tops off a sterling year for the supermarket which experienced an 8% year-on-year increase in sales in the three months following Freddie Flintoff's 'Let's Celebrate' Easter ad campaign.
The supermarket, with its agencies DLKW Lowe and MEC, spent £22.7m on TV advertising and £66.2m on marketing, according to data from Ebiquity.
Tesco, which achieved the second spot on the table, invested almost twice as much as its rival in the same period – £120.5m, of which £44.9m was on TV advertising.
Morag Blazey, global practice leader advertising intelligence at Ebiquity, which sourced this year's budget data, said: "Although Adwatch inevitably favours advertisers with a constant television presence, the table shows that memorability isn't just about spend.
"It clearly illustrates the value of a consistent and recognisable positioning, which lets retailers such as Morrisons weave themselves into the very fabric of TV."
See the full details and list of brands in this year’s Adwatch here.