At nearly 拢3.7bn, the total adspend of the UK's biggest companies was still up slightly on 2005, although the top three advertisers in the UK all reduced their spend, with the COI cutting its ad investment back by almost 20%.
MEDIA SPEND ALLOCATION
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 25,238,688 -16.6 0.0 0.0
Films
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 22,871,829 4.5 0.2 289.2
Healthcare
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 Newspapers 19,022,154 55.9 0.0 0.0
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 International 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 InBev 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 31.2 -10.8 16.8 -27.8
Films
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 10.3 39.5 7.5 -62.0
Healthcare
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 Newspapers 0.0 0.0 0.0 -87.8
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 International 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 InBev 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 12.9 2.5 39.1 -20.4
Films
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 1.8 2090.5 80.2 17.2
Healthcare
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 Newspapers 0.0 -91.9 99.9 57.7
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 International 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 InBev 1.0 40.2 36.4 -51.1
100 121 Churchill Insurance 6.4 47.5 73.3 0.1
*Company name changed to Mars in September 2007
Nielsen Media Research
NOTE: 2005 rankings may be different from last year's Top 100 because of
updates to the Nielsen data