OXFORD, UK: Procter & Gamble resumed its traditional position as the UK's number one advertiser, nudging former leader Unilever into second place in 2006, according to Nielsen Media Research's annual estimate of the UK's Top 100 Above-the-line Advertisers (by 2006 spend).

The global rivals both cut back on their 2005 expenditure - Unilever by a hefty 15.75% compared with P&G's 2.28%. COI Communications, the administrative interface between the British government and its roster of advertising and marketing agencies, retained the number three position for the second year running.

The data below indicate the nation's Top Twenty advertisers by measured media expenditure:

Rank 2005

Rank
2005
Rank
2006
Advertiser 2006
£ Spend
2005
£ Spend

Y-o-Y
% +/-

2 1 Procter & Gamble 179,149,459 183,322,139 -2.28
1 2 Unilever UK 165,710,459 196,861,743 -15.75
3 3 COI Communications 136,685,362 168,182,590 -18.73
4 4 L'Oréal Golden 116,571,847 103,056536 13.11
6 5 DFS Furniture 98,590,477 87,151,179 13.13
7 6 Reckitt Benckiser 83,584290 80,750,175 3.51
5 7 Orange 74,161,196 88,407,403 -16.11
8 8 British Sky Broadcasting 73,964,965 78,464,088 -5.73
10 9 Nestlé 67,719,702 6,629,552 0.13
15 10 Tesco 67,006,248 55,648,201 20.41
23 11 Marks & Spencer 65,847,689 44,688,713 47.35
11 12 BT 64,827,176 63,579,838 1.96
14 13 Kellogg Company of GB 63,592,634 56,104,556 7.59
17 14 Vodafone 61,929,630 48,822,951 26.85
12 15 Vauxhall Motors 61,050,303 61,446,318 -0.64
9 16 Masterfoods 57,675,137 72,614,817 -20.57
13 17 Ford Motor Company 51,539,096 60,368,219 -14.63
18 18 Sainsbury's Supermarkets 51,023,474 47,982,637 6.34
20 19 T-Mobile Network 44,185.821 45,098,839 -2.02
22 20 Volkswagen UK 43,612,288 44,812,947 -2.68

Source: © Nielsen Media Research 2004 Tables cannot be republished without prior written permission from Nielsen Media Research (UK).  

Full expenditure data both for UK advertisers and agencies can be viewed by clicking on the appropriate link: Advertisers and Agencies.

Data sourced from Nielsen Media Research (UK); additional content by WARC staff