Sky tops adspend table as major retailers tighten belts

Sky was once again the UK's top spending advertiser in 2016, increasing year-on-year spend by 18% to £287m, Nielsen data has revealed.

David Beckham: 2016 Sky Sports ad for the Premier League
David Beckham: 2016 Sky Sports ad for the Premier League

BT, which has challenged Sky with its BT Sport channel, was the third-biggest spender at £159m, down 2%.

The run-up to the football season saw a marketing blitz by the rivals. Sky promoted its offering with a spot starring David Beckham while BT rolled out co-branded ads with recent acquisition EE highlighting how the mobile network’s customers could have free access to live matches on the go.

Procter & Gamble retained second place in the table with a combined adspend across its health and beauty and household brands of £224m, up 28%. However, Unilever’s adspend was down by almost a quarter.

Supermarkets such as Tesco, Asda and Lidl also reduced spend.

In contrast, Amazon entered the top 20 spenders in 2016 with a leap from £52m to £101m.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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