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 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).