P&G spent £179m on media advertising, according to Nielsen Media Research, down 2.3% year on year. Unilever cut its spend by 15.8% to £166m, while the COI, in third place, reduced expenditure by 18.7% to £137m.
Despite these cuts, overall spend across the top 100 rose 0.8% to £3.65bn. TV remained the biggest medium, accounting for nearly £2bn. Companies that hiked their budgets significantly included Tesco, Vodafone and Marks & Spencer.
The first half of last year brought a spate of budget cuts, but more positive business conditions in the latter half released more funds for marketing.
- Top 100 advertisers, page 30.