Online advertising: Top 100 online advertisers

The digital medium prospered during 2006 as UK marketers ploughed money into web campaigns. More than 80% of the top online advertisers boosted their investment in the medium, with many viewing the channel as a way to acquire customers and build their brands. The Top 100 spent £257m on digital display alone, excluding the disciplines of search and affiliate marketing, illustrating the investment in skyscrapers, banners and buttons. Rich media formats have become popular as rising broadband uptake has brought more commercial opportunities.

DATA FILE

Company Internet Spend Share All media Spend
spend yr/yr of all spend yr/yr
(pounds) chng(%) media (pounds) change
spend(%) (pounds)

1 BSkyB 19,547,407 54.12 20.93 93,403,263 2.48
2 Virgin Money 18,665,274 386.67 65.51 28,494,227 137.18
3 Personal Loan
Express* 16,539,777 4.86 100.00 16,539,777 4.86
4 Experian 16,297,337 3.81 99.97 16,302,983 3.80
5 Microsoft 14,997,867 -20.16 39.25 38,212,675 -7.94
6 O2 11,085,679 70.80 21.26 52,145,446 6.14
7 Orange 10,571,489 36.95 12.48 84,720,854 -11.86
8 BT 6,658,645 96.02 9.31 71,528,804 6.81
9 e-loanshop.com* 6,509,173 72.36 100.00 6,509,173 72.36
10 RAC 4,941,038 7422.90 20.94 23,591,176 130.33
11 TML Mortgage
Solutions 4,640,842 50.80 82.57 5,620,498 254.09
12 eBay 3,983,376 75.06 32.18 12,379,629 73.06
13 Dell 3,823,044 -48.82 8.89 43,027,882 34.98
14 COI 3,739,409 30.55 2.67 140,187,941 -18.00
15 Egg 3,162,520 27.44 32.46 9,743,956 -30.59
16 McDonald's 2,787,500 971.36 8.41 33,131,789 -15.52
17 HSBC 2,527,967 134.62 8.66 29,178,663 20.74
18 American Express 2,338,613 188.60 22.72 10,293,699 -28.44
19 William Hill 2,327,413 -19.72 38.24 6,086,207 7.22
20 3 2,303,347 53.29 8.06 28,575,565 7.19
21 Norwich Union 2,259,099 352.73 10.57 21,369,479 1.32
22 inkClub 2,249,512 -41.51 100.00 2,249,512 -41.51
23 Barclays 2,228,588 155.80 9.18 24,273,595 10.73
24 20th Century Fox
(DVD) 2,097,982 125.83 18.63 11,260,845 -26.27
25 Google 2,055,533 2080.68 98.50 2,086,748 829.41
26 TUI UK 2,018,555 1152.82 100.00 2,018,555 1152.82
27 AA 2,011,546 134.68 12.62 15,943,482 -9.90
28 Virgin Records 1,945,822 1519.66 14.20 13,700,148 -21.89
29 Hewlett-Packard 1,918,516 -78.17 13.52 14,194,893 -51.43
30 Brunel Franklin 1,882,075 438.68 97.63 1,927,673 214.10
31 Symantec UK 1,862,820 -42.44 46.46 4,009,621 -5.02
32 British Airways 1,851,897 -1.15 7.28 25,450,967 -25.24
33 Renault 1,784,325 21.25 4.25 41,968,386 -26.10
34 Apple 1,604,125 117.85 12.83 12,503,040 33.52
35 Capital One 1,588,165 -81.45 8.52 18,642,338 -14.47
36 Carphone Warehouse 1,553,205 14.54 10.34 15,023,571 74.17
37 Nokia 1,524,966 104.07 8.18 18,633,233 -11.93
38 Ford 1,469,261 26.57 2.77 53,029,659 -13.81
39 Bespoke Finance 1,438,946 -25.05 100.00 1,438,946 -25.05
40 Telewest** 1,434,989 29.49 18.40 7,796,752 -32.52
41 Expedia 1,388,862 -1.61 9.66 14,381,583 -7.48
42 Halifax 1,373,014 -16.33 5.84 23,522,827 19.56
43 Unilever 1,367,858 106.26 0.82 167,023,448 -15.35
44 T-Mobile 1,361,266 22.19 2.99 45,491,592 -1.56
45 Cassava
Enterprises 1,338,264 -32.89 29.43 4,547,803 -19.54
46 Lloyds TSB 1,329,848 321.86 5.20 25,566,863 53.12
47 Peugeot 1,327,340 67.67 4.22 31,427,266 -16.58
48 Aviva 1,301,000 178.41 32.99 3,943,426 316.69
49 ING Direct 1,295,460 31.90 13.41 9,660,312 -27.87
50 Vodafone (retail) 1,293,820 62.50 33.13 3,905,863 19.32
51 Vodafone (group) 1,291,968 111.27 66.82 1,933,452 -22.77
52 Electronic Arts 1,283,305 226.17 15.50 8,279,922 -29.59
53 Camelot 1,281,117 43.37 3.97 32,289,615 20.26
54 Post Office 1,254,148 191.91 12.23 10,254,459 -44.48
55 Toyota 1,248,279 114.52 3.30 37,809,723 -13.84
56 Firstplus 1,247,930 165.40 16.59 7,520,388 9.91
57 Hotels.com 1,236,177 234.58 100.00 1,236,177 83.51
58 Vauxhall 1,218,745 74.53 1.96 62,279,250 0.22
59 Abbey 1,215,334 9.96 5.49 22,122,764 -17.06
60 Samsung 1,198,085 199.79 5.12 23,396,793 47.50
61 Sony 1,129,329 51.81 5.29 21,359,613 32.61
62 L'Oreal Golden 1,123,311 185.43 0.96 117,602,663 13.91
63 20th Century Fox
(cinema) 1,109,671 0.00 3.78 29,317,897 22.57
64 AOL 1,088,602 18.21 4.83 22,541,647 -1.01
65 Moneyextra 1,080,669 675.85 99.78 1,083,000 658.89
66 NTL** 1,069,915 215.90 6.07 17,624,081 276.59
67 Reebok 1,046,677 773.51 32.16 3,254,873 -32.89
68 Sony Ericsson 1,023,517 232.37 11.39 8,986,209 -7.70
69 EMI Records 1,003,364 1342.80 9.28 10,810,129 -23.63
70 BUPA 994,497 214.50 8.53 11,654,151 -14.17
71 Harley Medical
Group 992,831 1170.42 70.18 1,414,613 169.47
72 MBNA Europe 972,223 -23.95 23.89 4,069,992 38.28
73 ITV 972,182 2.87 5.91 16,446,857 16.10
74 easyJet 959,751 71.12 7.19 13,354,588 73.12
75 Weight Watchers 943,192 37.49 11.67 8,079,628 -9.54
76 Direct Line 937,829 35.68 2.64 35,525,701 2.72
77 Mercedes-Benz 916,845 166.89 6.16 14,873,925 -15.57
78 WWF 907,823 125.94 81.22 1,117,700 -38.93
79 Volkswagen 906,480 38.08 2.04 44,517,978 -2.09
80 Procter & Gamble 905,440 7.87 0.50 179,469,482 -2.32
81 TMP Worldwide/ 903,039 24.19 100.00 903,039 23.46
Hudson Global
Resources
82 Ask 889,918 22.50 26.02 3,420,583 19.15
83 Paddy Power 886,852 710.37 52.88 1,677,159 301.85
84 United Intl
Pictures 885,548 -6.41 2.46 36,033,346 -11.20
85 Nationwide
Building Society 876,385 -6.66 5.99 14,630,426 -41.94
86 Lovefilm 868,663 870.79 64.77 1,341,098 389.82
87 BMW 861,667 81.36 5.78 14,910,511 -29.79
88 Philips 855,163 194.96 10.94 7,813,693 -29.33
89 Bespoke Car
Group 847,174 147.46 100.00 847,174 147.46
90 Alliance &
Leicester 842,274 12.34 7.01 12,009,428 -26.49
91 Buena Vista
International 838,126 61.64 4.84 17,331,183 -4.23
92 Nestle 831,425 181.04 1.21 68,546,261 1.02
93 Candover
Investments 830,514 -3.87 100.00 830,514 -3.87
94 Eurotunnel 829,403 3.18 42.92 1,932,447 -26.81
95 Tesco 812,944 229.45 1.20 67,819,110 21.35
96 British Gas 810,228 -58.57 3.05 26,577,827 -7.01
97 News Int'l 807,467 116.12 2.47 32,711,003 -3.06
98 Yahoo 794,331 296.91 30.77 2,581,276 796.21
99 National Savings
& Investments 792,644 15.82 8.30 9,555,289 -17.47
100 Sainsbury's Bank 790,886 262.71 36.00 2,196,711 -44.53

**NTL and Telewest continued to advertise as separate entities despite
merging in 2005
Source: Nielsen Media Research/Marketing Online Advertising Report, 21
March 2007
Tables cannot be republished without prior written permission from
Nielsen Media Research
Source: Nielsen Media Research
* Personal Loan Express and e-loanshop.com promote themselves separately
despite being part of the same company

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