INTERACTIVE: INTERNET ADWATCH - Household names join the ranks of the top spending advertisers

Advertisers spent a total of pounds 16 million on the internet in 1998, according to Fletcher Research’s AdWatch study.

Advertisers spent a total of pounds 16 million on the internet in

1998, according to Fletcher Research’s AdWatch study.

The figure is slightly higher than the pounds 15 million predicted at

the start of the year, but still a conservative estimate in light of the

first half year audited figures produced by the Internet Advertising

Bureau and PricewaterhouseCoopers in January. This reported a spend of

pounds 7.9 million in the first six months of the year, suggesting an

annual figure closer to pounds 20 million.

The strength of AdWatch, however, is not its absolute figures, but its

revelations about the relative contributions of advertisers and


The strength of the computing sector continues to be self-evident with

IBM and Microsoft leading the way. But the presence in the top ten of

BT, British Airways and Nationwide Building Society says a great deal

about the ever-widening variety of companies advertising on the web.

Despite the emergence of these household names, online brands continue

to dominate the consumer goods sector. Amazon, unsurprisingly, takes the

top spot, while the QXL auction site is also flexing its muscles. But

they are joined by the likes of BMW, Ford, Vodafone and HMV in a sector

that accounted for nearly 22 per cent of online adspend in December and

for more than 20 per cent during the year as a whole.


Rank                                   Estimated value

                                        *(pounds 000s)

1     IBM                                     pounds 8

2     Microsoft Corporation                  pounds 64

3     BT                                     pounds 55

4     United News & Media                    pounds 41

5     Amazon                                 pounds 38

6     Hewlett Packard                        pounds 35

7     British Airways                        pounds 33

8     Misys                                  pounds 30

9     Nationwide Building Society            pounds 27

10    UUNet                                  pounds 26

      Total adspend in December            pounds 1.8m

      Total spend in year to date           pounds 16m


Rank                                   Estimated value

                                        *(pounds 000s)

1     Amazon                                 pounds 34

2     QXL                                    pounds 26

3     IMVS                                   pounds 23

4     BMW                                    pounds 19

5     Hewlett Packard                        pounds 17

6=    GUS                                    pounds 16

6=    Ford Motor Company                     pounds 16

6=    Vodafone Group                         pounds 16

9     HMV                                    pounds 15

10    InFront                                pounds 13

      Total adspend in December            pounds 390k

      Total spend in year to date          pounds 3.3m


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