P&G replaces Government as UK's biggest advertising spender

Procter & Gamble is now the UK's biggest spender on advertising, following a 47% fall in COI spend.

Old Spice: owner P&G increases adspend
Old Spice: owner P&G increases adspend

The COI spent £112m on advertising in 2010, down from £221m in 2009, when it was the UK's biggest advertiser.

Since coming to power in May, the coalition Government has imposed a spending freeze to ensure that only "essential" advertising is run.

As a result, the COI is now the fifth-biggest spender, according to estimates* from Nielsen.

In comparison, Procter & Gamble increased adspend by 33% from £142m in 2009, to £189m in 2010.

BSkyB was the second, spending £161m, up from £134m in 2009.

Unilever was third with a spend of £132m, having increased its spend by just 2%, substantially less than its FMCG rival, P&G.  

Tesco, the biggest supermarket in the UK, was fourth, spending £120m, an increase of 19%.

BT made the biggest increase to its outlay of any top 10 advertiser, lifting its spend by 44% to £104m.


UK adspend
Advertiser UK expenditure UK expenditure Year-on-year
  2010 (£m) 2009 (£m) % change
Procter & Gamble  189 142 33
BSkyB  161 134 20
Unilever  132 129 2
Tesco  120 101 19
COI  112 221 -47
Asda  107 95 13
BT  104 72 44
DFS Furniture  92 93 -2
Reckitt Benckiser  75 77 -3
Kellogg's  70 76 -9

*The figures cover the year to 15 December and do not include: internet advertising for the period 1 October to 15 December; outdoor, cinema, direct mail and door drop advertising for the period 1 November to 15 December; regional press and magazine advertising for the period 1 to 15 December; or TV and radio advertising for the period 6 to 15 December.

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