Profile: Jeremy Gilley

The man marketing world peace

P&G biggest spending advertiser of 2010

Procter & Gamble returned to the top of the league table of the UK’s biggest-spending advertisers, increasing its spend to £195m last year.

Procter & Gamble returned to the top of the league table of the UK’s biggest-spending advertisers, increasing its spend to £195m last year.

Overall, UK organisations spent £1.84bn on advertising in 2010 despite gloomy economic forecasts, according to the Nielsen Company.

Last year’s biggest-spending advertiser, The Central Office of Information (COI), featured in the top 10 despite halving its ad spend from last year and a freeze on “non-essential” Government advertising spending shortly after the coalition government came into power in May.

The top 10 biggest-spending advertisers sourced by The Nielsen Company are listed below:

1. Procter & Gamble - £195m (£158m in 2009)
2. British Sky Broadcasting - £168m (£151m in 2009)
3. Unilever - £135m (£146m in 2009)
4. Tesco - £125m (£118m in 2009)
5. Central Office of Information - £113m (£228m in 2009)
6. Asda - £110m (£103m in 2009)
7. BT - £108m (£81m in 2009)
8. DFS - £94m (£101m in 2009)
9. Reckitt Benckiser - £75m (£83m in 2009)
10. Kelloggs - £73m (£82m in 2009)

The top 10 table reflects internet, direct mail and door drop spend for the year to 31 October; press, radio, cinema and outdoor spend for the year to 30 November; and TV advertising spend for the year to 5 December.

Readers' comments (1)

  • These are 2009 to 2010 differences. Interesting to see how some up increased spend and others down spent. COI had the most dramatic reduction in budget (if you can trust their figures). Note that while P&G increased spend by £37m Unilever reduced theirs by £11m.

    1. P&G ?+ £37m
    2. Sky + £17m
    3. Unilever - £11m
    4. Tesco + £7m
    5. COI - £115m
    6. Asda + £7m
    7. BT + £27m
    8. DFS - £7m
    9. Reckitt Benckiser - £8m
    10. Kelloggs - £9m

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