The centralisation of the FMCG giant's three divisions into a single entity, coupled with an overall 7.6% year-on-year increase, ensured that Unilever topped the list with a total media spend of over £208m in 2005, according to figures provided by Nielsen Media Research.
P&G came second in the Top 100 list with a total spend of £179.5m, a 12.6% decrease on 2004. Bernard Balderston, P&G's associate director of media, attributed the downturn to timings of category activity as opposed to a determined cut in overall spend.
P&G's recent merger with Gillette, which spent £17.9m on advertising last year, means that less than a £1m separates the total advertising spend of the top two firms going into 2006.
COI Communications maintained its third spot on this year's list, marginally increasing total to £167.2m in 2005.
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