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.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content