The planet's largest advertiser Procter & Gamble regained pole position in the UK during 2004, according to the latest data from Nielsen Media Research and Marketing magazine.

Just two advertisers exceeded the £100 million ($188.94m; €145.5m) spend mark last year: P&G - up 3.8% on the previous year and only marginally short of £200m - and the UK government, which topped the spending league two years prior.

The top ten by expenditure are …

    1. Procter & Gamble £199.5m
    2. COI Communications £159m
    3. L'Oreal Golden £95.2m
    4. BT £82.5m
    5. Lever Faberge Personal Care - £73.4m
    6. Reckitt Benckiser £70.2m
    7. DFS £69.3m
    8. Ford £66.3m
    9. Nestle £65.8m
    10. BSkyB £64.4m
Aggregated spend by the nation's top one hundred advertisers rose 3.3% to £3.6 billion. Of these, fifty-seven upped expenditure while forty-three did the reverse.

Data sourced from BrandRepublic (UK); additional content by WARC staff