Magazine article Marketing

Water Springs into Top Ad Spot

Magazine article Marketing

Water Springs into Top Ad Spot

Article excerpt

Water springs into top ad spot

The water authority privatisation was the UK's biggest advertising campaign last year according to Marketing's annual Top 500 advertised brands, released this week.

The water share offer and the pre-share offer campaign by the water boards, with nearly 39m [Pound] spent on TV and press advertising, came first and fourth respectively.

Third biggest campaign after Woolworths was newcomer Sky TV, which spent 18m [pound], according to data from The Media Register.

But despite huge outlays on ads by the leading brands, total advertising of fast moving consumer goods collapsed in the second half of last year, with year-on-year spend by food companies, retailers, and on household durables all lagging far behind inflation.

Television ad spending also failed to keep up with inflation, but press advertising ended the year 15% ahead. Total UK ad spend was comfortably up by 12%, bolstered mainly by an increase of 21% in the motor sector, and 19% in business-to-business advertising.

Signs are however that the bottom is now falling out of the market with January 1990 figures showing total press and TV ad spend falling by 5% compared to January 1989. …

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