DIRECTWATCH: A monthly analysis of the direct marketing field

October figures show an overall rise on September, taking spend to


In addition, spend is spread evenly across the top 20 table although the

top five continue to dominate the total.

October's spend by the top 20 (exclusive of direct mail) is down 8.8% on

the same month last year. This is less a reflection of overall sector

trends than it is of individual strategies of the major players.

Again, the COI heads the top 20, spending a total of £13.84m

against £17.53m in September. Procter & Gamble also reduced its

spend on September with the total dropping by £3.11m to £10.61m.

BT's spend is up on the previous month as increased competition from

cable networks across all areas of its business, including internet

service provision, means it must compete for market share.

Mobile phone networks feature heavily in October's spend with Orange,

One 2 One and BT Cellnet spending similar amounts at the lower end of

the top 20.

One 2 One's spend is up 600% on October 2000, with Orange up 15.4%. BT

Cellnet shows a drop of almost half with 48.1%.

MBNA upped its direct mail spend significantly on previous months in the

lead up to December, while NatWest entered the table on the back of its

direct mail spend.

Mattel is also a new entrant in the run-up to the festive season,

choosing to spend heavily on TV advertising rather than other media.


Company Press Cinema Radio Out- TV DM Total


COI 2.30 0.69 2.33 0.61 7.90 0.00 13.84

BT 3.51 0.00 1.19 0.71 6.21 0.07 11.69

Procter & Gamble 1.82 0.00 0.27 0.02 8.38 0.12 10.61

Lever Faberge 1.60 0.00 0.37 0.87 6.86 0.00 9.68

MBNA 0.34 0.00 0.00 0.00 0.00 6.10 6.44

Mattel 0.00 0.00 0.01 0.00 6.31 0.00 6.32

Vauxhall 1.30 0.00 0.18 0.04 4.40 0.22 6.14

L'Oreal 1.01 0.07 0.00 0.25 4.58 0.00 5.91

Peugeot 1.50 0.00 0.09 0.21 3.74 0.08 5.62

Ford 1.19 0.00 0.07 0.00 4.20 0.15 5.61

Sainsbury's 1.13 0.00 0.28 0.91 2.73 0.52 5.57

Kellogg 0.24 0.00 0.23 0.00 4.51 0.00 4.98

NatWest 0.42 0.00 0.03 0.18 2.69 1.52 4.84


Masterfoods 1.38 0.00 0.33 0.15 2.02 0.93 4.81

Guinness UDV 0.13 1.22 0.02 0.26 2.96 0.04 4.63

One 2 One 0.37 0.46 0.20 0.63 2.80 0.00 4.46

Orange 1.02 0.11 0.19 0.75 2.37 0.00 4.45

BT Cellnet 1.45 0.74 0.65 0.00 1.41 0.04 4.29

BMW 1.40 0.77 0.01 0.49 1.60 0.00 4.27

Renault UK 1.75 0.31 0.16 0.00 1.96 0.08 4.26

Total 22.06 4.38 6.25 5.75 72.92 9.87 121.23

ACNielsen MMS monitors direct mail activity and spend using a panel of

10,000 people profiled and weighted to be representative of the UK

population. Spend is estimated by multiplying grossed-up mailing volumes

against average post and production costs for mailpacks in each area.

Data does not include requested items, door-drops or inserts. Detailed

information on direct mail is available via


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


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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer