LONDON: Satellite broadcaster BSkyB was the UK's biggest advertiser in 2013, upping its expenditure 9.5% to £264m, according to new data which also revealed that total spending was down 2.35% year on year.

Figures from Nielsen Ad Dynamix, which monitors ad spending, showed that BSkyB was far ahead of the pack. In The Drum, Rob Tavendale, Nielsen media insights manager, said that it had faced increased competition in the telecoms sector, where Talk Talk had almost doubled its spending (+91%) to £92m, as it backed Talk Talk TV and its sponsorship of popular TV talent programme The X Factor.

But BT, probably BSkyB's fiercest rival, had reduced its total advertising expenditure by 17% to £150m, despite a major push behind the launch of its sports TV channels. And Virgin Media had cut back by a similar percentage to £88m.

FMCG giant Procter & Gamble took second spot with a spend of £177m (-9%), while its rival Unilever was in fourth place on £119m (-14%).

Supermarkets took a further three places in the top ten, led by Tesco on £116m (-1%), with Asda on £97m (-11%) and Wm Morrison on £81m (+6%). Marketing noted that Sainsbury, the last of the Big Four supermarkets, was in 17th place with spending marginally down to £60m.

Tenth spot went to furniture retailer DFS with a spend of £75m (-5%). Overall, just three advertisers in the top ten had increased spending during the year.

Internet giant Google also featured as major UK advertiser, upping expenditure by 50% to £45m as it promoted its Nexus 7 tablet and Chromecast dongle. Tavendale pointed to a marked rise in the advertising of smartphones and tablets during the year as Microsoft increased its spending by 50% and Sony Mobile by 108%.

Another sector to see a revival in spending was automotive where Renault led the way with a 67% increase to £27m.

Data sourced from The Drum, Marketing, Guardian; additional content by Warc staff