Sky was the biggest out of home advertiser in the UK in 2016, according to data from the Nielsen Company. The telecoms company directed £26.5m of its total ad budget to the channel, a drop of 28.7% from the previous year. The next biggest spender was BT on £21.0m (up 42.3% year-on-year), followed by Coca-Cola on £19.9m. Data are reported at rate card level and do not take into account any advertiser discounts.
Of the top ten advertisers shown in the table, six increased their OOH adspend in 2016 compared with the previous year. Of these, Coca-Cola registered the biggest...