CAMPAIGN INTERACTIVE: INTERNET ADWATCH - BT leads online spend as IT sector eases advertising expenditure

BT was the UK’s highest spending online advertiser in February for the second month running. Its ascendancy has come at a time of remarkably low spend from the traditional giants of online advertising - the IT companies.

BT was the UK’s highest spending online advertiser in February for

the second month running. Its ascendancy has come at a time of

remarkably low spend from the traditional giants of online advertising -

the IT companies.



Not a single one appears in the top four this month and even the

Microsoft Corporation, in fifth spot, dedicated most of its spend to

non-IT services.



Despite this, total adspend grew again (from pounds 1.7 million in

January), giving every reason to expect that March will prove to have

been the first pounds 2 million month in the web’s UK history.



The Government’s position as the fourth highest spender overall is a

heartening sign that those responsible for much of the hype about the

’information superhighway’, or whatever they used to call it, are now

practising a little of what they preach.



It’s good, too, to see British Airways continuing its commitment to the

web and to see Fiat leading the car advertising pack.



At first glance, however, the entertainment sector still appears shy of

advertising on the web.



Only four advertisers in that field spent more than pounds 10,000 on

online ads in February.



Nevertheless, the sector contributed about 9 per cent of the total spend

for the month, indicating that it consists of a large number of

small-spending web advertisers.





TOP 10 UK ONLINE ADVERTISERS

Rank                           Estimated value*(pounds 000s)

 1       BT                                        pounds 81

 2       Amazon                                    pounds 65

 3       British Airways                           pounds 59

 4       HM Government                             pounds 55

 5       Microsoft Corporation                     pounds 41

 6       Fiat                                      pounds 33

 7       Last Minute Network                       pounds 32

 8       Dell Computer Corporation                 pounds 31

 9=      Intel Corporation                         pounds 29

 9=      Guardian Media Group                      pounds 29

         Total adspend in February               pounds 1.9m

         Total adspend in year to date           pounds 3.6m

TOP 10 UK ONLINE ENTERTAINMENT ADVERTISERS

Rank                           Estimated value*(pounds 000s)

1        Emap                                      pounds 18

2        Carlton Communications                    pounds 14

3        Gillette Industries                       pounds 12

4        Ticketmaster                              pounds 10

5        Associated Newspapers                           n/a

6        E-pub                                           n/a

7        Flextech Television                             n/a

8        ukbetting.com                                   n/a

9        Interactive Media Services                      n/a

10       Ministry of Sound                               n/a

         Total adspend in February               pounds 170k

         Total adspend in year to date           pounds 340k