At nearly £3.7bn, the total advertising spend of the UK's biggest companies was marginally higher than in 2005 - up 0.76% (£27.5m). But the blanket figure is far from the full picture, as 2006 was riven in two, with the first half a comparative period of desolation in terms of advertising, as companies cut their spend, only to bolster it later; during the third quarter, corporate profits rose to a 40-year high, with an attendant rise in marketing spend.
Indicative of the pervading mood, the top three advertisers - Procter & Gamble, Unilever and the COI - all cut their spend year on year, by 2%, 16% and 19% respectively. 'Overall, 2006 was a poor year for advertising and marketing spend, reflecting low sales and profits,' explains Chris Williamson, head of economics at NTC Economics, which conducts the research for the Institute of Practitioners in Advertising's (IPA) Bellwether Report. 'Marketing money was diverted into sales promotions, and rather than committing to big mass-media campaigns, brands experimented with lower-budget alternatives, including the internet, which could be turned on and off more swiftly.'
The second-half upturn nevertheless bodes well for 2007. Encouraged by robust balance sheets, companies are likely to increase their spend considerably, predicts Williamson. 'They started the year in more buoyant mood than at any time since the dotcom boom,' he says. 'But this time the optimism is not inflated by any equivalent of the internet bubble.'
This year is set to be characterised by a growth in more sophisticated, integrated campaigns that work across a range of media, including the internet. Not only will this allow brands to better target key audiences, it will offer them better value.
Lloyds TSB, which increased its adspend by nearly 50% to more than £24m last year, exemplifies this approach. It bolstered its TV spend by 20%, its radio spend by 630% to nearly £4m and its online budget significantly, according to Julian Elliott, director of customer and market intelligence. Spend on outdoor, which Elliott says delivers 'regional weight', was also increased, by 94% to £1.7m. The bank works ever-more closely with its lead ad agency RKCR/Y&R and media agency Zenith-Optimedia to ensure that creative ideas work across media, as exemplified by its Hollywood-themed 'Easy living' mortgage campaign, which ran on TV, radio, outdoor and in branches.
The bank uses TV 'extremely cautiously' because of the expense involved, says Elliott. However, he believes the medium is far from moribund. 'It has a unique ability to deliver opinion-changing advertising,' he adds. 'The challenge is getting it to work better with other media to create a richer mix.'
Financial services was the one sector in which all top five advertisers increased their budgets last year. Conversely, the top five automotive brands all cut spend, with Renault making the biggest reduction, by 28%, to just over £40m.
Outdoor was the only medium on which Renault increased its spend; its TV and cinema budgets fell by 42% and 44% respectively. However, Jeremy Townsend, the marque's manager of marketing communications, claims this does not tell the whole story 'We significantly increased our investment in sponsorship and events, which are both outside normal media spend monitoring,' he says.
'Poor results by GM and Ford underline just how tough things are for the motor industry, and ad budgets have been squeezed,' says Nigel Wonnacott, head of communications at the Society of Motor Manufacturers and Traders. 'Manufacturers are being more thoughtful about how they "pull" consumers in, through, for example, experiential marketing, such as Land Rover's off-road courses. There has also been a shift to more targeted advertising, such as online.'
In the retail sector, adspend was boosted by strong uplifts from Tesco, Boots and, most notably, M&S, which increased its outlay by 38% for food and 55% for non-food activity. In November, M&S posted a half-year pre-tax profit of £405m, up from £306m the previous year, fuelled by its 'Your M&S' campaign, which won the Grand Prix at the 2006 IPA Effectiveness Awards.
Yet no retailers appear in the top five advertisers in any media category. Richard Hyman, managing director of Verdict Consulting, believes one explanation is the shift toward using marketing tools such as loyalty cards and customer magazines, which allow for constant dialogue.
In the mobile telecoms market, Vodafone stands out with a 27% rise in adspend to £62m; Orange, T-Mobile and O2 all cut their budgets. However, the current data does not show spend on digital advertising, which is calculated later in the year. According to Dominic Chambers, head of brand and marketing communications at Vodafone UK, the company's digital spend has doubled for each of the past three years. 'Our priority is digital,' he admits. 'It allows us to reach discrete audiences and create a richer experience by creating interaction.'
Vodafone more than doubled its radio spend to nearly £12m, placing it second only to the COI in the category. 'About 25% of radio listening is now online, and radio is a great way to reach people on the move,' says Chambers. The company also increased its outdoor spend by 39% to £19m, making it the medium's second-biggest user, marginally behind Unilever.
One sector where brands have been slower to relinquish TV in favour of more targeted media, particularly the internet, is FMCG. 'We are only just dipping our toes in the water of online, because the way forward for FMCG brands is less clear than it is for other sectors,' admits Bernard Balderston, P&G's associate director of media. He further plays down the significance of P&G's reduction and reallocation of adspend last year. 'In a company our size, with our range of products and categories and competitive pressures, there is bound to be variation year by year, but there has been no major strategic shift,' he says. 'We continue to ensure that we reach our customers in the places where they are most receptive to our message.
MEDIA SPEND ALLOCATION - 1-100
Rank Advertiser 2006 Yr-on-yr Cinema
06 05 total spend diff (%) % of Yr-on-yr
(pounds) total diff (%)
1 2 Procter & Gamble 179,149,459 -2.3 0.5 372.6
2 1 Unilever 165,710,877 -15.8 5.7 -22.0
3 3 COI Communications 136,685,362 -18.7 1.5 21.7
4 4 L'Oreal Golden 116,571,847 13.1 0.0 0.0
5 6 DFS 98,590,477 13.1 3.1 -13.7
6 7 Reckitt Benckiser 83,584,290 3.5 0.0 0.0
7 5 Orange 74,161,196 -16.1 18.8 -9.2
8 8 BSkyB 73,964,965 -5.7 11.4 37.0
9 10 Nestle 67,719,702 0.1 0.1 -93.3
10 15 Tesco 67,006,248 20.4 0.0 0.0
11 23 Marks & Spencer 65,847,689 47.4 0.0 0.0
12 11 BT 64,827,176 2.0 0.0 0.0
13 14 Kellogg 63,592,634 7.6 1.4 3.1
14 17 Vodafone 61,929,630 26.9 3.9 196.8
15 12 Vauxhall 61,050,303 -0.6 4.6 -46.3
16 9 Masterfoods 57,675,137 -20.6 0.4 -93.5
17 13 Ford 51,539,096 -14.6 4.5 124.5
18 18 Sainsbury's 51,023,475 6.3 0.0 0.0
19 20 T-Mobile 44,185,821 -2.0 1.8 65.3
20 22 Volkswagen 43,612,288 -2.7 8.0 -10.6
21 26 Asda 43,062,856 -0.3 0.0 0.0
22 39 Boots the Chemist 42,599,287 31.5 0.0 0.0
23 30 Argos 41,857,940 9.1 0.0 0.0
24 27 O2 41,357,921 -3.0 1.3 1203.5
25 16 Renault 40,065,914 -27.6 6.0 -44.0
26 58 Dell 39,201,281 60.6 0.0 0.0
27 19 B&Q 38,752,622 -16.1 0.0 0.0
28 24 Currys 38,727,107 -13.1 0.0 0.0
29 25 Toyota 36,561,217 -15.6 10.3 6.7
30 34 PC World 35,600,316 2.4 0.0 -100.0
31 38 Citroen 35,428,964 9.3 0.4 0.0
32 33 Beiersdorf 35,078,654 -0.1 4.7 -28.1
33 28 UIP 34,787,057 -12.3 0.0 0.0
34 35 Direct Line 34,598,576 2.1 0.0 0.0
35 44 Morrisons 32,853,421 9.0 0.0 0.0
36 36 News International 31,894,702 -4.4 0.0 0.0
37 42 Scottish & 31,330,697 2.4 0.7 -94.0
Newcastle
38 52 Camelot 30,996,968 19.3 2.1 0.0
39 45 Coca-Cola 30,832,101 6.7 0.0 -100.0
40 40 GSK Consumer 30,579,244 -5.4 0.6 0.0
Healthcare
41 29 McDonald's 30,348,995 -22.1 0.2 0.0
42 31 Peugeot 30,090,102 -18.6 2.2 88.9
43 66 Kraft 29,605,114 39.0 2.2 0.0
44 60 20th Century Fox 28,215,744 17.8 0.8 3013.7
45 32 Mattel 28,009,097 -20.7 0.4 -59.2
46 49 Specsavers 27,168,017 -1.8 0.1 0.0
47 61 HSBC 26,655,307 15.4 0.0 0.0
48 48 Homebase 26,446,978 -7.9 0.0 0.0
49 55 Hutchison 3G 26,270,611 4.4 1.8 12.9
50 47 MFI 26,107,594 -9.2 0.0 0.0
51 50 Sony BMG Music 25,917,094 -5.8 0.8 -41.5
Entertainment
52 51 British Gas 25,811,891 -3.1 0.0 0.0
53 43 Entertainment Films 25,238,688 -16.6 0.0 0.0
54 37 Johnson & Johnson 24,802,525 -25.2 0.0 -100.0
55 46 Danone 24,331,237 -15.7 0.0 0.0
56 108 Lloyds TSB 24,238,401 47.9 0.0 0.0
57 126 Columbia TriStar 23,804,061 65.3 0.0 0.0
Films
58 77 Yell 23,764,937 19.3 2.4 0.0
59 41 British Airways 23,607,138 -26.6 0.0 0.0
60 78 Universal Music 23,135,681 16.7 0.1 -74.0
61 63 Pfizer Consumer
Healthcare 22,871,829 4.5 0.2 289.2
62 62 Microsoft 22,546,583 -0.9 18.0 113.6
63 91 Halifax 22,229,860 23.3 0.0 0.0
64 56 Woolworths 22,076,882 -12.0 0.0 0.0
65 68 Barclays 22,054,032 4.8 0.0 -100.0
66 117 Samsung UK 21,536,204 39.2 0.6 -81.8
67 64 AOL 21,453,867 -1.8 10.2 0.0
68 65 Associated 21,124,436 -3.3 0.0 0.0
Newspapers
69 163 Transport for 21,123,001 84.5 12.5 18.2
London
70 89 Nissan 21,041,778 16.1 5.7 42.6
71 94 KFC 20,979,891 18.1 0.0 0.0
72 86 Comet 20,921,076 11.4 0.0 0.0
73 54 Abbey 20,908,362 -18.2 0.0 -100.0
74 67 JD Williams 20,742,265 -2.6 0.0 0.0
75 53 Esure 20,589,805 -20.6 0.0 -100.0
76 76 Debenhams 20,029,000 0.0 0.0 -100.0
77 85 Channel 4 19,931,609 5.1 3.3 165.4
78 82 Muller Dairy 19,864,230 4.2 8.5 51.4
79 112 Land of Leather 19,516,902 22.0 0.0 0.0
80 83 Audi 19,502,897 2.3 3.9 -48.7
81 254 Fiat 19,184,131 176.9 0.0 0.0
82 71 Norwich Union 19,117,136 -7.2 0.0 0.0
Direct
83 132 SC Johnson 19,117,086 36.3 0.0 0.0
84 150 Express 19,022,154 55.9 0.0 0.0
Newspapers
85 188 RAC 18,631,359 83.1 0.0 0.0
86 74 Warner Bros 18,378,935 -8.8 0.0 0.0
Distributors
87 118 Mazda Cars 18,109,916 17.3 7.1 -0.1
88 88 Kia 17,981,303 -2.2 0.0 0.0
89 79 Honda 17,858,738 -8.8 16.2 190.2
90 73 Nokia 17,106,356 -16.2 10.4 -51.9
91 142 Capital One 17,053,875 28.8 0.0 0.0
92 97 Buena Vista 16,643,607 -5.5 0.6 0.0
International
93 145 John Lewis 16,610,261 27.6 0.0 0.0
Partnership
94 155 PepsiCo Int'l 16,595,019 37.9 0.0 0.0
95 362 NTL 16,553,249 281.3 0.0 0.0
96 87 HMV Music Stores 16,365,088 -11.9 0.0 0.0
97 168 Sony UK 15,943,637 42.5 18.4 144.0
98 169 Harveys Furnishing 15,774,576 41.2 0.0 0.0
Group
99 70 Interbrew 15,721,988 -24.2 0.5 -97.5
100 121 Churchill Insurance 15,710,156 4.7 0.0 0.0
Rank Advertiser Outdoor Press
06 05 % of Yr-on-yr % of Yr-on-yr
total diff (%) total diff (%)
1 2 Procter & Gamble 2.6 50.9 19.4 15.2
2 1 Unilever 11.9 -47.1 19.0 -5.5
3 3 COI Communications 9.1 -22.2 22.9 -11.1
4 4 L'Oreal Golden 4.1 -3.8 30.8 11.5
5 6 DFS 13.5 54.5 41.2 8.8
6 7 Reckitt Benckiser 0.8 -47.5 2.0 -9.7
7 5 Orange 24.7 18.7 25.2 -15.5
8 8 BSkyB 22.3 45.1 38.2 -12.9
9 10 Nestle 14.4 27.0 19.4 -4.8
10 15 Tesco 0.2 -50.4 42.4 20.0
11 23 Marks & Spencer 12.2 50.3 30.5 84.3
12 11 BT 14.5 101.3 36.6 2.8
13 14 Kellogg 2.8 12.5 7.9 19.2
14 17 Vodafone 30.8 38.6 20.1 14.8
15 12 Vauxhall 8.4 1.7 25.2 1.0
16 9 Masterfoods 1.2 -91.5 27.3 0.2
17 13 Ford 11.5 -34.5 31.5 16.1
18 18 Sainsbury's 0.1 -98.7 45.3 25.3
19 20 T-Mobile 29.6 -10.2 35.6 -0.2
20 22 Volkswagen 8.8 -26.3 31.8 10.5
21 26 Asda 4.3 12.5 47.5 16.7
22 39 Boots the Chemist 0.6 -42.5 40.1 28.7
23 30 Argos 0.2 -59.5 48.4 18.8
24 27 O2 34.0 -9.4 26.4 -14.8
25 16 Renault 17.5 24.8 31.7 -24.1
26 58 Dell 0.5 0.0 84.0 95.2
27 19 B&Q 1.8 -59.3 25.4 -19.8
28 24 Currys 0.1 -44.9 60.6 3.3
29 25 Toyota 15.7 82.9 41.8 -4.8
30 34 PC World 0.2 81.0 54.3 4.2
31 38 Citroen 1.5 0.0 36.1 26.5
32 33 Beiersdorf 16.4 107.3 24.7 7.7
33 28 UIP 28.4 -20.2 15.5 -10.0
34 35 Direct Line 11.6 0.2 16.2 -27.0
35 44 Morrisons 4.3 353.8 41.8 16.3
36 36 News International 4.3 120.7 0.9 -13.9
37 42 Scottish & 8.8 -30.1 3.9 -52.1
Newcastle
38 52 Camelot 0.0 -100.0 10.8 54.9
39 45 Coca-Cola 20.3 37.2 15.8 40.1
40 40 GSK Consumer 3.7 -52.5 18.0 34.7
Healthcare
41 29 McDonald's 10.8 -30.5 13.6 4.4
42 31 Peugeot 7.6 -38.9 34.9 11.2
43 66 Kraft 2.9 0.0 26.2 170.8
44 60 20th Century Fox 34.8 31.7 20.4 18.5
45 32 Mattel 0.0 -100.0 0.6 -58.4
46 49 Specsavers 4.3 388.4 27.7 -8.9
47 61 HSBC 5.5 33.4 37.5 45.7
48 48 Homebase 0.1 -63.1 10.2 -25.9
49 55 Hutchison 3G 17.6 146.9 31.2 93.6
50 47 MFI 3.9 0.0 42.8 -15.1
51 50 Sony BMG Music 5.8 3.3 5.4 -39.3
Entertainment
52 51 British Gas 11.6 -1.9 29.5 45.3
53 43 Entertainment Films 31.2 -10.8 16.8 -27.8
54 37 Johnson & Johnson 1.6 9327.2 5.6 -70.4
55 46 Danone 0.6 -4.6 2.1 -51.4
56 108 Lloyds TSB 7.0 94.3 40.1 28.5
57 126 Columbia TriStar 36.7 183.1 13.2 23.6
Films
58 77 Yell 36.6 105.6 0.2 -60.7
59 41 British Airways 28.7 -25.1 41.6 -9.6
60 78 Universal Music 4.0 64.2 2.5 -52.3
61 63 Pfizer Consumer
Healthcare 10.3 39.5 7.5 -62.0
62 62 Microsoft 6.5 41.2 43.4 37.2
63 91 Halifax 11.5 -48.1 20.8 3.2
64 56 Woolworths 0.0 112.0 46.9 10.6
65 68 Barclays 11.0 8.6 29.2 1.2
66 117 Samsung UK 25.0 12.8 48.6 109.8
67 64 AOL 10.1 -48.4 27.5 -22.6
68 65 Associated 1.9 -70.5 3.3 -9.1
Newspapers
69 163 Transport for 42.1 211.6 13.7 73.9
London
70 89 Nissan 6.7 -34.6 28.3 7.6
71 94 KFC 43.7 18.7 0.1 -97.9
72 86 Comet 0.2 37.0 39.3 -1.4
73 54 Abbey 11.6 -7.7 27.9 -35.0
74 67 JD Williams 0.0 0.0 91.2 -4.6
75 53 Esure 2.7 -84.3 10.0 11.2
76 76 Debenhams 0.2 -51.0 49.5 4.4
77 85 Channel 4 22.0 -38.3 62.0 27.6
78 82 Muller Dairy 4.5 -76.4 27.2 -8.9
79 112 Land of Leather 0.0 0.0 39.4 -0.8
80 83 Audi 10.2 80.1 26.3 4.1
81 254 Fiat 10.5 308462.8 30.0 6.1
82 71 Norwich Union 0.0 -100.0 16.3 -47.5
Direct
83 132 SC Johnson 1.2 0.0 10.6 110.1
84 150 Express 0.0 0.0 0.0 -87.8
Newspapers
85 188 RAC 0.1 -99.1 9.7 -31.7
86 74 Warner Bros 31.8 -28.3 16.6 -13.1
Distributors
87 118 Mazda Cars 5.4 699.7 31.7 -18.1
88 88 Kia 11.4 -28.0 32.7 15.5
89 79 Honda 0.0 0.0 10.9 -25.2
90 73 Nokia 21.1 91.4 29.1 -18.4
91 142 Capital One 0.0 -99.4 13.5 -34.8
92 97 Buena Vista 55.0 27.6 7.8 -42.8
International
93 145 John Lewis 5.9 35.4 93.7 56.0
Partnership
94 155 PepsiCo Int'l 16.8 135.0 8.7 -5.7
95 362 NTL 5.0 158.3 59.7 208.0
96 87 HMV Music Stores 2.1 -0.1 59.9 -10.8
97 168 Sony UK 14.0 244.1 29.6 21.0
98 169 Harveys Furnishing 0.0 0.0 45.5 10.5
Group
99 70 Interbrew 44.3 162.1 17.9 -17.0
100 121 Churchill Insurance 9.1 285.7 11.1 -28.3
Rank Advertiser Radio TV
06 05 % of Yr-on-yr % of Yr-on-yr
total diff (%) total diff (%)
1 2 Procter & Gamble 2.5 -12.0 75.0 -7.2
2 1 Unilever 2.5 -43.9 60.8 -5.3
3 3 COI Communications 27.1 9.8 39.5 -33.9
4 4 L'Oreal Golden 0.2 -73.4 64.9 16.2
5 6 DFS 7.7 55.6 34.4 3.8
6 7 Reckitt Benckiser 0.2 -87.0 97.0 5.9
7 5 Orange 4.7 -5.4 26.7 -38.0
8 8 BSkyB 7.6 -13.9 20.6 -30.9
9 10 Nestle 6.2 21.6 59.9 -3.5
10 15 Tesco 2.1 311.7 55.3 18.1
11 23 Marks & Spencer 4.7 39.9 52.7 32.1
12 11 BT 10.3 8.8 38.5 -15.8
13 14 Kellogg 2.3 37.1 85.7 6.0
14 17 Vodafone 18.8 102.3 26.5 -7.2
15 12 Vauxhall 6.1 -35.2 55.7 12.6
16 9 Masterfoods 1.7 134.3 69.4 -11.0
17 13 Ford 13.0 25.6 39.5 -34.3
18 18 Sainsbury's 9.9 11.7 44.6 10.2
19 20 T-Mobile 2.9 -57.7 30.1 17.8
20 22 Volkswagen 7.7 15.0 43.7 -5.7
21 26 Asda 1.9 -15.1 46.3 -13.5
22 39 Boots the Chemist 2.1 47.4 57.2 34.9
23 30 Argos 2.9 33.8 48.5 0.5
24 27 O2 6.6 1546.6 31.7 -7.0
25 16 Renault 11.1 -20.6 33.7 -41.6
26 58 Dell 0.1 149.0 15.4 -19.8
27 19 B&Q 3.2 -33.8 69.6 -11.1
28 24 Currys 0.5 247.0 38.8 -30.9
29 25 Toyota 0.1 -99.0 32.1 -30.0
30 34 PC World 0.0 -76.6 45.5 2.3
31 38 Citroen 3.8 84.9 58.2 -4.5
32 33 Beiersdorf 4.4 -5.0 49.7 -14.02
33 28 UIP 6.5 9.9 49.7 -10.3
34 35 Direct Line 2.0 -26.7 70.2 14.2
35 44 Morrisons 2.9 -43.0 50.9 2.6
36 36 News International 12.8 18.7 82.0 -9.8
37 42 Scottish & 3.4 54.1 83.2 31.9
Newcastle
38 52 Camelot 16.2 -5.3 71.0 19.4
39 45 Coca-Cola 2.4 -61.1 61.5 2.8
40 40 GSK Consumer 5.5 -13.0 72.2 -7.7
Healthcare
41 29 McDonald's 3.4 -66.2 72.0 -19.7
42 31 Peugeot 6.5 99.9 49.6 -34.1
43 66 Kraft 5.6 84.1 63.1 6.6
44 60 20th Century Fox 2.9 -32.0 41.1 11.3
45 32 Mattel 0.0 0.0 99.0 -19.8
46 49 Specsavers 10.0 -25.1 57.9 1.3
47 61 HSBC 1.2 163.1 55.8 -0.9
48 48 Homebase 1.5 1626.5 88.2 -6.6
49 55 Hutchison 3G 11.2 -30.1 38.2 -30.4
50 47 MFI 0.6 30725.7 52.7 -11.6
51 50 Sony BMG Music 2.9 -31.0 85.1 -1.2
Entertainment
52 51 British Gas 7.6 74.1 51.3 -23.1
53 43 Entertainment Films 12.9 2.5 39.1 -20.4
54 37 Johnson & Johnson 0.4 -87.0 92.4 -12.4
55 46 Danone 0.2 -87.0 97.1 -13.2
56 108 Lloyds TSB 16.1 630.5 36.7 20.1
57 126 Columbia TriStar 3.1 28.1 47.0 36.4
Films
58 77 Yell 14.8 129.0 46.0 -22.0
59 41 British Airways 9.7 11.2 19.9 -53.9
60 78 Universal Music 4.9 105.5 88.5 17.5
61 63 Pfizer Consumer
Healthcare 1.8 2090.5 80.2 17.2
62 62 Microsoft 1.9 66.6 30.1 -45.2
63 91 Halifax 3.6 1501.6 64.1 66.0
64 56 Woolworths 1.7 -19.9 51.4 -25.6
65 68 Barclays 4.3 -6.7 55.5 9.6
66 117 Samsung UK 2.0 -0.8 23.8 11.7
67 64 AOL 0.6 25.1 51.6 11.8
68 65 Associated 2.1 2.3 92.7 1.6
Newspapers
69 163 Transport for 5.6 13.3 26.2 51.0
London
70 89 Nissan 3.2 -40.7 56.1 39.4
71 94 KFC 0.0 -90.0 56.2 25.7
72 86 Comet 0.8 -49.0 59.7 23.8
73 54 Abbey 18.3 -41.7 42.3 19.1
74 67 JD Williams 0.0 0.0 8.8 25.9
75 53 Esure 9.8 -6.0 77.4 -7.8
76 76 Debenhams 6.3 -15.0 44.0 1.9
77 85 Channel 4 6.4 -5.6 6.3 113.0
78 82 Muller Dairy 5.9 0.0 54.0 29.8
79 112 Land of Leather 2.4 -45.8 58.2 54.1
80 83 Audi 5.9 104.0 53.8 -4.7
81 254 Fiat 0.2 -93.0 59.4 1034.9
82 71 Norwich Union 8.3 515.2 75.4 2.4
Direct
83 132 SC Johnson 0.0 -100.0 88.2 32.1
84 150 Express 0.0 -91.9 99.9 57.7
Newspapers
85 188 RAC 15.4 35.0 74.8 277.4
86 74 Warner Bros 0.5 -82.8 51.1 18.4
Distributors
87 118 Mazda Cars 0.3 -79.1 55.5 48.8
88 88 Kia 15.4 100.5 40.5 -19.8
89 79 Honda 0.4 -96.3 72.6 -8.4
90 73 Nokia 3.5 297.4 36.0 -28.3
91 142 Capital One 0.1 655.9 86.4 64.5
92 97 Buena Vista 3.8 -45.9 32.9 -21.9
International
93 145 John Lewis 0.3 -54.1 0.0 -100.0
Partnership
94 155 PepsiCo Int'l 3.6 -15.4 70.8 36.8
95 362 NTL 4.1 322.8 31.3 690.1
96 87 HMV Music Stores 4.7 103.5 33.3 -20.8
97 168 Sony UK 0.5 -76.7 37.5 17.6
98 169 Harveys Furnishing 1.3 -41.7 53.2 93.7
Group
99 70 Interbrew 1.0 40.2 36.4 -51.1
100 121 Churchill Insurance 6.4 47.5 73.3 0.1
Source: Nielsen Media Research
Note: 2005 rankings may be different from last year's Top 100 because of
updates to the Nielsen data
Tables cannot be republished without prior written permission from
Nielsen Media Research.
M&S - TV: 32.1%
Vauxhall - Radio: -35.2%
Dell - Press: 95.2%
Renault - TV: -41.6%
Microsoft - Cinema: 113.6%
British Airways - Outdoor: -25.1%
Capital One - TV: 64.5%
Abbey - Press: -35.0%
METHODOLOGY
All figures are estimated costs of buying media space based on factors
such as rate card, industry discounts and viewing figures. Data includes
TV, radio, consumer press, cinema and outdoor (excluding ambient,
international sites or point of sales). It does not include actual
billings or agency revenues.
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