Direct Line ads racked up most airtime last month

Direct Line was the most advertised brand in terms of airtime across UK television last month, followed by Lidl and MacMillan Cancer.

Harvey Keitel: plays the 'Pulp Fiction' character Winston Wolf in Direct Line ads
Harvey Keitel: plays the 'Pulp Fiction' character Winston Wolf in Direct Line ads

The insurer racked up 2,087 minutes of airtime across 4,183 spots last month, despite not being among the top five advertisers during peak time viewing for neither free-to-air nor pay TV. was the most aired brand on free-to-air and pay-TV peak time during July.

The price comparison website was broadcast across 445 minutes over 1,129 spots on free-to-air at peak time – up 51% versus June – and 297 minutes on pay-TV at peak-time – up 60% on the previous month.

Samsung and Tesco Mobile were the second and third most-aired brands across free-to-air peak time last month, while Audi and Ford followed as the most aired brands on peak pay-TV.

The figures were collected by data science company 4C.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published