Magazine article Marketing

Brands Defy Expectations to Boost Advertising Investment

Magazine article Marketing

Brands Defy Expectations to Boost Advertising Investment

Article excerpt

Procter & Gamble leads marketing upswing as majority of UK's top 100 advertisers increase spend.

More than three-quarters of the UK's top 100 advertisers increased their adspend in 2010, defying predictions that the year would mark a steep decline in marketing budgets.

By channel, the biggest year-on-year increase was in TV advertising, with a 17% rise, according to Nielsen; print, outdoor and cinema spend also rose. The only medium in which spending fell was radio, falling 6% on 2009 levels.

Of the top 100 advertisers, 77 boosted their spend, led by Procter & Gamble. The FMCG multinational leapfrogged the COI to become Britain's biggest advertiser, spending pounds 203.9m in 2010, pounds 78.4m more than rival Unilever.

The government's commitment to slashing public-sector spending was reflected in the 50% year-on-year decline in the COI's adspend to pounds 105.4m. Despite this, it remains the UK's sixth-biggest advertiser.

BSkyB overtook Unilever to become the UK's second-biggest advertiser, bolstering its adspend by 31% on 2009 to pounds 145.1m, while BT entered the top 10 after almost doubling its spend to pounds 79.4m.

The supermarkets stepped up their efforts, too. Tesco boosted its spend by 15% year on year to pounds 114.6m, while there were 12% and 15% hikes from Asda and Sainsbury's, which spent pounds 113.3m and pounds 68.2m respectively. Marks & Spencer raised its spend by 66% year on year to pounds 68.7m.

The banking sector also showed signs of a marketing revival, with Lloyds TSB and Halifax increasing their spend by 76% and 65% year on year respectively, equating to a combined pounds 82m. …

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