Feature

P&G widens lead over Unilever among top 100 advertisers

LONDON - Procter & Gamble has upped its advertising spend nearly 13% to remain the UK's biggest spender on above-the-line advertising.

P&G widens lead over Unilever among  top 100 advertisers

P&G spent just under £203m on advertising in 2007, to retain the number one spot in Marketing's Top 100 Advertisers. Its FMCG rival Unilever was pushed down into third place by COI Communications, which increased its spend by nearly 9% to just under £150m. According to Nielsen Media Research's figures, Unilever cut its spend by nearly 16%, slicing it down to £142m over the year.

Overall, advertising spend was up nearly 3% to £9.14bn, with the Top 100 responsible for more than 40% of that spend at £3.78bn, an increase of 6.8%. TV remained the biggest medium, with the Top 100 spending more than £2.02bn.

It was a very busy year for some advertisers. The public feud between BSkyB and Virgin Media had agencies and media buyers rubbing their hands, as BSkyB increased its spend 57.9% to £114.9m, and Virgin Media spent £50.6m, up 500.8%. And as supermarkets jostled for consumers' shopping baskets, Morrisons spent £54.8m, up 66.2%, to fight for a higher portion of market share. 

For an abridged version of the top 100 biggest spending advertisers, see the table below. For the full list, with breakdowns by advertiser of their spend on TV, press, radio, cinema and outdoor, see the 20 February issue of Marketing magazine.

Given the gloomy economic predictions, some brands started to cut back on their advertising in 2007. In addition to Unilever, Vodafone has pruned its advertising spend by nearly 18%, and lottery body Camelot slashed its by almost a quarter (24.3%).

However, Procter & Gamble will not be curtailing its spend on promotional activity, according to Roisin O'Donnelly, corporate marketing director for UK and Ireland. 'We don't cut our budgets in recession. We look to boost innovation. Our spend is growing year on year and that will continue,' she said.  

Richard Brooke, communications buying manager, Unilever UK and Ireland, puts its decrease down, in part, to the sale of Birds Eye. 'That has had an effect,' he says. 'Marketing spend is under pressure. There are now 500 TV channels and a raft of other media channels. But going forward things look rosy.'

Join the debate: Do you think advertisers will cut back their spend in 2008?

 

 
Marketing magazine's Top 100 Advertisers 2007
Rank 07AdvertiserTotal 07 media % change
spend £mfrom 06
1Procter & Gamble  202.5512.6
2COI Communications149.548.6
3Unilever142.34-15.8
4BSkyB114.9157.9
5Reckitt Benckiser 89.697.8
6DFS89.3-9.5
7Nestle79.0316.7
8Orange73.21-2.2
9Kellogg72.0312.9
10Tesco70.975.3
11BT67.935
12L'Oreal Paris67.31-8.7
13Marks & Spencer63.62-4.2
14Masterfoods59.672.8
15Ford56.835.1
16Vauxhall56.49-7
17Sainsbury's 56.2410.1
18Morrisons54.7966.2
19Argas54.5529.9
20Vodafone54.14-17.5
21Asda 50.8617
22Virgin Media50.57500.8
23B&Q47.3521.5
24Boots46.6911.3
25O244.969.6
26Renault41.874.9
27T-Mobile 41.35-6.5
28Volkswagon40.61-7.6
29Currys40.023.4
30PC World37.86
31Toyota37.392.2
32Specsavers36.4932.9
33Direct Line35.422.2
34McDonald's33.349.9
35Coca-Cola 32.895.2
36British Gas31.9223.8
37Citroen31.83-10.2
38GlaxoSmithKline30.41-5.4
39Beiersdorf30.01-14.9
40Garnier29.92-12.3
41Peugeot29.75-1
42Lloyds TSb2920.2
43News International28.65-14.2
44Hutchison 3G28.576.7
45Dell28.33-28.6
46John Lewis Partnership28.2270.9
47Norwich Union Direct28.1347.4
48Entertainment Films27.322.5
49Kraft27.17-10.9
50Homebase27.061.8
51Muller Dairy26.6232.4
52Warner Bros Distributors26.4343.7
53Nissan26.2824.9
54HSBC26.271.9
55Universal Pictures 25.8414.9
56Cadbury Trebor Bassett25.4688.2
57Universal Music25.18-12.4
58JD Williams25.1120.1
59Associated Newspapers24.7216.8
60MFI24.65-5.9
61Barclays 24.169.3
62British Airways23.880.9
63Land of Leather23.5820.8
64Camelot23.58-24.3
65Johnson & Johnson23.55-5.5
66Mattel23.44-13.7
67Nintendo23.3679.9
68Danone23.26-5.2
69Pfizer22.990
70Apple21.6899
71Nokia21.6526.1
72Sony 21.44.1
73Kia20.8215.6
74Comet20.82-0.8
75Scottish & Newcastle20.79-33.2
76Yell20.64-14.2
77InBev20.5920
78KFC20.56-2.1
79Churchill Insurance20.5330.2
80SC Johnson19.923.3
81Paramount Pictures19.6655.6
82NatWest19.0243.8
83Moneysupermarket18.78189.5
84Capital One18.739.9
85Debenhams18.54-9.8
86Abbey National18.4-10.4
87Coty Prestige18.3661.9
88Audi17.97-8
89Land Rover17.9618.9
90Halifax17.94-19
91Sony BMG Music17.45-32.4
92Mercedes-Benz17.3422.9
93BMW17.0620.5
94RAC Motoring Services16.89-9
95Fiat16.61-14.8
96Lexus16.5621.7
97Twentieth Century Fox Film16.28-40.6
98Transport for London 16.27-24.4
99Suzuki16.0818.6
100Diageo15.99-1.3
Total Top 100 ad spend 073,7796.67
Total ad spend 20079,1403
Source: Nielsen Media Research. Tables cannot be republished
without prior written permission.