CAMPAIGN INTERACTIVE: INTERNET ADWATCH - Two new players join big boys in top online spend, Gordon MacMillan reveals

January saw little change, month on month, in the level of online adspend, but a couple of new names in the top ten point to an expanding brand count.

January saw little change, month on month, in the level of online

adspend, but a couple of new names in the top ten point to an expanding

brand count.

While six of the top ten were the familiar names of BT, Amazon, IBM,

Microsoft, British Airways and United News & Media - all of which also

made an appearance in December’s top ten - the presence of Last Minute

Network and QXL points to the arrival of serious new players in the big


Spending dropped a little, month on month, down pounds 100,000 to pounds

1.7 million. Year-on-year comparisons are still not possible, but there

is no doubting the considerable growth over that period. The earliest

figures we have from last year are for March - when total spend was just

pounds 1.1 million.

Since then, not only the share of the market but also the aggregate

spend contributed by computing advertisers has declined.

Although the sector continues to be of major importance - accounting for

a 13 per cent share - its total spend of pounds 220,000 is down from

pounds 318,000 in April last year, when it represented more than a

quarter of the market.

IBM was the biggest IT advertiser in January, spending pounds 62,000.

Microsoft’s IT adspend didn’t register on the scale, indicating it spent

less than pounds 10,000 - the remainder of its pounds 39,000 total

supporting its other services, such as travel.


Rank                            Estimated value*

                                   (pounds 000s)

1    BT                                pounds 92

2    Amazon                            pounds 70

3    IBM                               pounds 62

4    British Airways                   pounds 49

5    Microsoft Corporation             pounds 39

6=   Hewlett Packard                   pounds 33

6=   QXL                               pounds 33

8    United News & Media               pounds 32

9    Last Minute Network               pounds 30

10   Associated Newspapers             pounds 25

Total adspend in January             pounds 1.7m

Total adspend in year to date        pounds 1.7m


Rank                            Estimated value*

                                   (pounds 000s)

1    IBM                               pounds 62

2    Hewlett Packard                   pounds 33

3=   Dell Computer Corporation         pounds 16

3=   Epson                             pounds 16

5    Gateway 2000                      pounds 14

6    Sagesoft                          pounds 12

7    Sun Microsystems                        n/a

8    Microsoft Corporation                   n/a

9    Packard Bell                            n/a

10   Philips                                 n/a

Total adspend in January             pounds 220k

Total adspend in year to date        pounds 220k


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