Magazine article Marketing

Review of the Year 2010: Top 40 Advertisers

Magazine article Marketing

Review of the Year 2010: Top 40 Advertisers

Article excerpt

Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their advertising spend to take advantage of reduced media costs.

Adspend among the top 100 advertisers fell by a total of pounds 854m - down nearly 10% year on year - as marketers struggled to get to grips with the scale of the recession.

Predictably, brands in the hardest-hit sectors, such as financial services, imposed the most drastic budget cuts. Nonetheless, several brand-owners substantially increased their spend in 2009. Lidl raised its marketing investment by 87% year on year, to pounds 23m. BMW and NatWest also boosted their spend, by 56% and 64% respectively.

Moreover, those marketers with budgets to spend also benefited from significant discounts as many media owners were forced to slash their rates.

TOP 40 ADVERTISERS 1-40

Rank                       Total    Yr-on-yr         Cinema     Yr-on-yr
                           spend    diff (%)          spend     diff (%)
                        (pounds)                   (pounds)

1   COI              207,896,764        13.2      9,523,178         10.5
2   Procter &
    Gamble           154,976,173       -13.4      1,499,778        152.1
3   Unilever UK      129,055,516       -13.5      8,608,202        -13.2
4   British Sky
    Broadcasting     108,846,183        19.4      2,995,018        115.3
5   Tesco            104,560,954        17.0        756,757          0.0
6   Asda Stores       98,655,121        29.5         78,522          0.0
7   DFS Furn          93,811,046        13.2              0      -100.00
8   Reckitt
    Benckiser (UK)    84,438,247        -7.9      1,135,024        100.2
9   Kelloggs
    Co of GB          80,129,987         2.6      4,371,564        -39.7
10  L'Oreal
    Paris             73,543,027        -2.0         74,077        -32.6
11  Nestle            63,526,346         1.0        643,944        -56.1
12  Wm Morrison
    Supermarkets      61,596,682         7.1              0          0.0
13  Sainsbury's
    Supermarkets      59,127,736        -4.2              0       -100.0
14  GlaxoSmithKline   58,425,934        32.2      2,088,770        400.1
15  Orange            54,154,456        -6.7     16,796,683          1.1
16  T-Mobile
    Network           49,581,160       -10.2      1,410,945        -46.4
17  Aviva             48,612,278        86.8        487,313        500.0
18  Ford Motor
    Company           48,503,144        -7.0      1,585,852        -45.9
19  Vodafone          48,375,059        -4.0      1,178,987        614.2
20  Argos             46,828,442        -0.8              0          0.0
21  Specsavers
    Optical Group     44,704,658        12.6              0          0.0
22  McDonald's
    Restrs            41,698,214        28.5              0          0.0
23  O2 UK             41,683,438        -4.0        795,583        -69.7
24  Marks &
    Spencer           40,839,404       -20.2              0          0.0
25  Boots the
    Chemists          40,684,976       -13.8      1,137,989          0.0
26  BT                40,579,521       -26.5         27,349        -84.2
27  B&Q               40,549,538        20.5              0          0.0
28  Coca-Cola
    Great Britain     40,240,651        12.0      4,980,161        261.1
29  Virgin Media      36,501,297        -6.6      3,356,454         17.4
30  British Gas       35,564,547        -1.8        578,779        -50.6
31  News Intl
    Newspapers        35,082,316        -1.2        257,822         32.9
32  Vauxhall
    Motors            34,620,137       -20.8      2,198,641         46.2
33  Direct
    Line Ins          32,193,029       -25.4              0       -100.0
34  Dreams Bed
    Superstores       32,073,606        50.0              0          0.0
35  Nintendo (UK)     29,029,256         7.2        177,478        -63.4
36  Mars UK           29,008,988       -19. … 
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