Magazine article Marketing

Tesco Tops Adspend Chart

Magazine article Marketing

Tesco Tops Adspend Chart

Article excerpt

Tesco was the most advertised brand in the UK for the second year running, but the most dramatic advertising shift last year was a 43% boost in support by Unilever for its brands in the Top 500.

Tesco spent a [BRITISH POUNDS]23.8m on advertising itself last year according to Marketing's annual survey of the UK's top 500 brands, produced in association with Register Meal.

Unilever spent an astonishing [BRITISH POUNDS]118m on its brands among the Top 500, with runner up Procter & Gamble spending [BRITISH POUNDS]89m, up 24%.

But overall adspends were down in real terms. The top 500 combined adspend was up by less than 1%. Total UK adspend was down by almost 7% before inflation.

Retailers dominated the charts accounting for eight out of ten of the most advertised brands. For the first time they leapt over the motor trade, food and financial services to become the biggest sector.

Some retailers have had no choice but to splash out on ads to get people through their doors. …

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