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In a year that was characterised by softening consumer demand, advertisers were cautious with their budgets in 2004. In the seventh year of Marketing's exclusive analysis of the top 100 UK advertisers' expenditure, based on figures from Nielsen Media Research, total spend rose by 3.3% to £3.6bn.

While 2003's increase was stronger, at 6.3%, Stephen Woodford, president of the Institute of Practitioners in Advertising, attributes 2004's more modest rise to a 'levelling out of growth as the market moves to a position of solid long-term recovery'. This scenario saw 43 of the top 100 advertisers cut their above-the-line spend last year. But of the 57 companies that increased their expenditure, 12 did so by 30% or more. Savings bank ING Direct made the biggest leap, boosting its spend by 151.5%, followed by Guinness with its 58% hike.

Perhaps the most high-profile rise came from BSkyB, which supplemented its spend by 53.4% to reach 10th place. The pay-TV operator upped its budget across every medium except cinema, with the biggest increases in TV (69.8%) and outdoor (54.5%).

It is reasonable to assume that the broadcaster is relying heavily on above-the-line advertising to deliver chief executive James Murdoch's target of 8m subscribers by the end of 2005. The strategy seems to be working: Sky gained 192,000 subscribers in its second quarter to 31 December, beating analyst expectations by about 50,000 and outperforming its first quarter, when 62,000 new subscribers joined.

'We've got all the easy converts that want Premiership football and Hollywood movies, now we need the Sky rejecters,' says Robert Tansey, director of marketing communications at BSkyB. 'We have changed our tone (and) are now much more inviting. We are using the idea that the viewer is in control and are promoting the breadth and depth of all the quality channels available to Sky viewers, such as History and Discovery. The increase in spend and the change in approach have altered attitudes, and barriers to purchase are being eroded.'

Indeed, the subscriber take-up has been boosted by the satellite broadcaster's recent marketing blitz. The increase in sales is likely to have been driven by its £20m 'What do you want to watch?' autumn marketing campaign and its new initiative, Sky in a Box, offering consumers the service off the shelf. The fight for viewers is likely to get even tougher as Sky moves towards its second target of 10m subscribers by 2010, with the environment becoming much more competitive as rival platforms cable and Freeview step up their marketing activities.

At the top of the list, the picture is similar to the past two years, with Procter & Gamble leading the pack by about £40m, having increased its budget by 3.8%. The biggest rise came in P&G's cinema spend, which increased by 269.3% to just over £3m. Bernard Balderston, P&G's associate director, UK and Irish media, explains: 'We have not been a regular cinema spender for the past five or six years, but this year we have done more, which has been mainly driven by haircare brands.'

He claims the buoyancy of cinema audiences had 'not much to do with' the increase in spend in that sector, but rather that the rise was 'reflective of opportunities' and the fact that the creative ideas that were developed for the brands were well suited to the medium.

P&G looks set to bolster its position at the top of the spending league in 2005, as its £30.2bn purchase of Gillette is due to reach completion in September, subject to shareholder and regulatory approval in the US and Europe. The deal is expected to increase P&G's annual sales growth by about 2% to 5%-7%, and will add clout to P&G's TV negotiations. It spent £159m on TV in the UK in 2004, while Gillette allocated £15m of its £24m advertising budget to TV, a year-on-year increase of 8.1%.

The biggest decrease inside the top 10 came from Ford, which cut its spend by 16.3%. Of the 14 car companies in the top 100, just five increased their spend in 2004. 'Europe is a tough market. The reality is still overcapacity and we are fighting for share of consumers' wallets,' explains Cathy Davies, communications manager at Ford. '(All manufacturers) have experienced downward pressure on budgets and we have had to do more with less.' This means the car giant has increased its online spend to 10% of its marketing budget. 'The increased traffic online led us to spend more on search engine optimisation and other web services,' comments Davies.

An even larger proportion of the top 100 is made up by retailers, which account for 20 places on the list. Of these companies, 17 increased their media spend during 2004. While furniture chain DFS leads the charge, Tesco and Sainsbury's are almost neck-and-neck with advertising expenditure of £49.8m and £49.3m respectively. The former has ramped up its spend by 34%, in line with its strong sales performance and profit increases.

In stark contrast, struggling Sainsbury's media expenditure has dropped by 0.5%.

Retail analysts doubt that Sainsbury's still significant advertising spend will be enough to appease the City, which wants to see the company demonstrating short-term profit management. 'Just spending money on advertising won't solve the problem unless the company sorts out its store environment and supply chain,' says one analyst.

In the UK retail sector as a whole, Helen Dickinson, head of retail at KPMG, predicts 'a slower period of growth in 2005. We will see retailers ensuring that basics such as customer service are in place before we see them investing in significant advertising campaigns,' she says.

For all these issues, it seems that there is light at the end of the tunnel for the advertising industry following a difficult period. Despite an understandable cautiousness on the part of marketers in terms of their budgets, 2005 is forecast to be a strong year for the world of advertising.

'We are well into recovery,' says the IPA's Woodford, 'and we should have another four to five years of growth ahead.'

MEDIA SPEND ALLOCATION

Rank Advertiser 2004 Yr-on-yr Cinema

'04 '03 Spend diff- % of Yr-on-yr

(pounds) erence total diff (%)

(%)

1 1 Procter & Gamble 199,574,649 3.8 1.5 269.3

2 2 COI Communications 159,544,904 11.0 1.9 -5.2

3 4 L'Oreal Golden 95,205,476 5.4 0.1 -61.2

4 3 BT 81,561,428 -15.8 0.0 -100.0

5 6 Lever Faberge

Personal Care 73,424,092 4.0 6.1 17.7

6 12 Reckitt Benckiser 70,279,731 16.5 0.0 0.0

7 10 DFS 69,340,855 12.3 2.7 -39.2

8 5 Ford 66,322,562 -16.3 0.0 -100.0

9 7 Nestle 65,877,250 -5.5 2.8 -7.5

10 21 BSkyB 64,469,885 53.4 4.2 0.0

11 11 Renault 58,885,629 -3.5 9.0 20.0

12 14 Vauxhall 57,217,152 -2.5 4.6 235.2

13 19 Kellogg 56,349,207 28.0 2.5 118.5

14 9 Orange 53,594,168 -14.2 25.6 11.1

15 8 Masterfoods 52,751,196 -17.1 0.7 12494.1

16 18 Toyota 51,364,702 5.6 4.3 -22.0

17 13 Lever Faberge Home

Care 51,344,928 -13.5 1.5 -40.9

18 27 Tesco 49,774,914 34.0 0.0 0.0

19 16 Sainsbury's 49,322,061 -0.5 0.0 0.0

20 15 Hutchison 3G 48,953,444 -2.7 5.0 -0.9

21 17 Volkswagen 45,879,456 -7.0 7.6 46.2

22 30 Unilever Bestfoods 44,671,767 22.8 3.3 0.3

23 24 B&Q 43,582,245 12.1 0.0 0.0

24 35 O2 41,929,304 23.4 3.3 111.1

25 22 McDonald's 41,429,578 0.9 0.0 -88.6

26 37 UIP 40,370,881 21.4 0.0 0.0

27 20 Vodafone 40,265,167 -6.4 0.0 -100.0

28 42 Currys Group 37,810,956 23.9 0.0 0.0

29 36 Asda 37,411,662 11.9 0.0 0.0

30 38 Johnson & Johnson 36,242,747 11.9 0.0 -100.0

31 28 PC World 36,065,427 -2.5 0.0 0.0

32 33 Peugeot 35,461,251 -1.6 7.2 60.1

33 34 AOL 34,289,902 -4.6 0.0 0.0

34 49 Argos 33,885,715 25.0 0.0 0.0

35 47 Marks & Spencer 33,827,129 21.0 2.3 0.0

36 23 News International 33,566,946 -15.2 0.0 -100.0

37 41 Beiersdorf 33,195,249 7.9 9.8 127.3

38 57 British Airways 32,228,709 29.1 1.4 0.0

39 29 Citroen 32,071,368 -12.9 0.0 0.0

40 46 Woolworths 30,698,467 7.9 0.0 0.0

41 63 JD Williams 30,613,995 26.4 0.0 0.0

42 40 Mattel 29,639,932 -6.4 0.7 0.0

43 25 Boots the Chemist 28,938,679 -24.6 10.4 -100.0

44 52 Homebase 28,186,002 7.3 0.0 0.0

45 83 Scottish Courage 28,049,660 44.3 0.0 55.8

46 31 Nissan 27,570,379 -24.1 7.0 112.1

47 53 Entertainment Films 27,272,336 7.7 0.0 -100.0

48 44 GSK Consumer

Healthcare 27,258,503 -6.1 1.5 0.0

49 71 T-Mobile 27,218,304 27.7 0.4 -84.3

50 39 Direct Line 27,127,553 -15.8 1.0 0.0

51 54 BMW 26,368,850 5.0 8.4 -44.2

52 55 20th Century Fox 26,194,873 4.4 0.0 -100.0

53 26 Coca-Cola 25,487,982 -31.7 6.2 -19.4

54 50 Diageo 25,227,265 -6.5 8.0 111.3

55 70 Camelot 25,219,839 18.1 0.0 0.0

56 45 Fiat 24,661,155 -14.6 11.2 18.5

57 87 Wanadoo 24,631,631 30.5 6.0 230.1

58 80 MG Rover 24,597,354 20.7 0.0 0.0

59 48 Hewlett-Packard 24,287,301 -11.4 16.8 1152.4

60 65 Gillette 23,938,544 10.3 1.6 0.0

61 73 Abbey 23,909,500 13.0 0.8 0.0

62 79 MFI 23,809,975 16.7 0.0 0.0

63 56 Barclays 22,997,199 -8.1 0.0 -100.0

64 51 Buena Vista Intl 22,393,080 -15.5 0.0 57.9

65 67 Specsavers 22,123,964 2.5 0.3 0.0

66 88 Virgin Records 21,789,970 16.8 0.0 0.0

67 77 Cadbury Trebor

Bassett 21,425,416 3.6 0.0 -100.0

68 108 Colt 21,048,859 37.6 0.0 18.5

69 59 Associated

Newspapers 20,696,494 -15.9 7.2 -100.0

70 62 British Gas 20,638,135 -14.9 0.0 12.6

71 75 Dell 20,622,404 -1.9 0.0 0.0

72 113 Kraft Foods 20,272,012 37.6 4.1 -100.0

73 68 Kimberly-Clark 20,084,821 -6.9 0.0 56.8

74 100 Comet Group 20,050,936 22.4 0.1 0.0

75 97 IBM 19,941,338 18.1 0.0 0.0

76 118 Warner Bros

Distributors 19,914,605 42.6 0.0 0.0

77 78 Interbrew 19,746,893 -4.0 0.0 -6.3

78 58 HSBC 19,074,684 -22.8 3.9 0.0

79 43 Unilever Ice Cream

/Frozen Fds 18,984,987 -35.5 0.2 -32.0

80 94 KFC 18,758,372 7.4 0.0 0.0

81 66 Universal Music 18,756,024 -13.3 0.0 0.0

82 123 Capital One 18,662,044 37.0 15.8 0.0

83 85 Buena Vista Home

Ent 18,445,666 -4.2 4.4 -70.1

84 110 Debenhams 18,227,642 20.7 0.0 -100.0

85 114 SC Johnson Wax 18,211,754 24.1 0.0 0.0

86 82 Columbia TriStar 18,198,281 -7.4 0.0 0.0

87 69 Pfizer Consumer

Healthcare 18,195,133 -15.7 0.0 0.0

88 138 Land Rover 17,908,180 49.5 0.0 -100.0

89 96 EasyJet 17,908,051 5.7 0.0 0.0

90 61 Honda 17,828,819 -27.4 6.5 21.9

91 141 Danone 17,791,269 51.1 0.0 -100.0

92 105 Egg 17,574,425 13.8 0.0 0.0

93 84 Time Computers 17,572,832 -9.0 0.0 0.0

94 239 ING Direct 17,533,224 151.5 4.9 0.0

95 92 More Th>n 17,370,452 -3.0 0.0 -100.0

96 76 Wrigley 16,836,945 -19.1 5.4 -30.4

97 158 Guinness 16,773,200 57.9 7.5 3128.2

98 93 Audi 16,633,547 -6.3 0.5 -96.1

99 107 Alliance &

Leicester 16,620,304 8.5 0.0 0.0

100 111 AA 16,511,143 9.4 0.0 0.0

 

 

Rank Advertiser Outdoor Press

'04 '03 % of Yr-on-yr % of Yr-on-yr

total diff (%) total diff (%)

1 1 Procter & Gamble 3.4 -28.9 13.1 8.8

2 2 COI Communications 8.1 58.1 25.9 17.9

3 4 L'Oreal Golden 6.8 98.4 23.9 15.3

4 3 BT 14.0 41.8 33.6 -10.3

5 6 Lever Faberge Personal

Care 20.1 58.2 12.6 2.9

6 12 Reckitt Benckiser 4.0 5.2 2.8 -40.8

7 10 DFS 5.8 35213.6 45.1 11.2

8 5 Ford 17.5 -10.6 28.8 -16.7

9 7 Nestle 14.3 -8.6 13.0 20.0

10 21 BSkyB 18.2 54.5 41.6 26.1

11 11 Renault 9.8 1.0 29.6 0.0

12 14 Vauxhall 5.6 -30.4 34.6 -17.5

13 19 Kellogg 4.1 -42.5 8.6 -12.3

14 9 Orange 14.5 -37.1 30.7 31.5

15 8 Masterfoods 24.8 0.9 13.6 -22.4

16 18 Toyota 7.3 -16.1 30.6 16.2

17 13 Lever Faberge Home Care 39.3 16.1 12.0 -38.6

18 27 Tesco 9.0 -32.0 38.3 33.1

19 16 Sainsbury's 6.3 0.1 31.7 67.4

20 15 Hutchison 3G 14.1 -36.1 22.7 31.2

21 17 Volkswagen 9.7 1.8 28.5 -16.0

22 30 Unilever Bestfoods 12.5 -6.6 13.4 27.3

23 24 B&Q 0.6 83.3 23.2 -3.2

24 35 O2 32.1 75.7 27.0 49.9

25 22 McDonald's 15.6 116.4 6.1 -27.9

26 37 UIP 29.5 -10.7 17.0 28.8

27 20 Vodafone 12.9 -30.6 25.8 60.2

28 42 Currys Group 0.0 75.0 48.0 6.7

29 36 Asda 0.6 -14.3 34.4 36.4

30 38 Johnson & Johnson 3.2 345.2 20.8 58.5

31 28 PC World 0.0 -72.7 57.8 -15.1

32 33 Peugeot 10.1 -9.7 21.3 -24.4

33 34 AOL 12.8 71.7 24.2 -17.7

34 49 Argos 0.1 -55.3 51.7 83.0

35 47 Marks & Spencer 15.0 114.6 48.7 29.0

36 23 News International 2.9 -50.2 1.4 -4.3

37 41 Beiersdorf 8.7 63.0 22.4 43.0

38 57 British Airways 17.1 120.6 34.9 2.8

39 29 Citroen 4.3 0.0 27.1 6.2

40 46 Woolworths 0.0 -100.0 36.9 5.2

41 63 JD Williams 0.0 0.0 95.7 41.7

42 40 Mattel 0.7 -71.9 2.9 -34.2

43 25 Boots the Chemist 16.1 -82.8 8.4 -31.8

44 52 Homebase 1.0 -98.2 28.2 3.9

45 83 Scottish Courage 0.1 1717.0 24.7 53.8

46 31 Nissan 0.5 -95.0 32.6 -15.3

47 53 Entertainment Films 32.5 0.4 14.4 10.4

48 44 GSK Consumer Healthcare 17.4 127.4 17.4 72.9

49 71 T-Mobile 29.9 59.4 43.2 130.2

50 39 Direct Line 15.1 -23.0 20.3 -16.8

51 54 BMW 14.6 -27.2 30.5 -0.1

52 55 20th Century Fox 16.5 56.4 22.8 -9.2

53 26 Coca-Cola 8.3 -13.8 7.3 -9.3

54 50 Diageo 21.1 -2.9 9.5 -12.1

55 70 Camelot 4.8 1149.9 9.4 72.4

56 45 Fiat 9.6 377.1 44.5 28.0

57 87 Wanadoo 6.2 163.6 25.8 80.5

58 80 MG Rover 6.8 98.2 56.6 52.3

59 48 Hewlett-Packard 3.8 -77.9 47.6 0.8

60 65 Gillette 18.9 -16.1 16.1 72.0

61 73 Abbey 13.7 22.4 42.9 36.4

62 79 MFI 0.1 -98.1 44.1 46.6

63 56 Barclays 2.1 369.7 33.4 40.2

64 51 Buena Vista Intl 4.6 -1.2 34.1 -22.6

65 67 Specsavers 38.0 37.5 18.0 17.7

66 88 Virgin Records 1.2 84.6 29.6 -21.6

67 77 Cadbury Trebor Bassett 12.5 0.4 4.4 68.7

68 108 Colt 36.6 122.6 7.5 39.4

69 59 Associated Newspapers 2.4 -32.1 49.3 26.8

70 62 British Gas 5.5 -44.4 15.4 8.5

71 75 Dell 4.6 0.0 0.5 -28.3

72 113 Kraft Foods 16.5 -43.1 11.5 15.9

73 68 Kimberly-Clark 0.0 1567.1 64.8 -24.8

74 100 Comet Group 5.9 42.2 6.4 87.7

75 97 IBM 0.3 895.0 42.7 -20.5

76 118 Warner Bros Distributors 0.2 94.5 39.2 46.7

77 78 Interbrew 38.4 109.9 17.6 30.5

78 58 HSBC 11.2 -45.4 10.0 5.0

79 43 Unilever Ice Cream

/Frozen Fds 0.6 1310.1 4.5 -55.7

80 94 KFC 13.6 321.6 8.5 357.0

81 66 Universal Music 10.6 -45.9 21.3 -11.9

82 123 Capital One 0.9 0.0 16.2 188.9

83 85 Buena Vista Home Ent 8.7 -22.6 11.9 -3.5

84 110 Debenhams 0.1 -91.7 51.3 16.7

85 114 SC Johnson Wax 2.4 11.4 8.4 188.0

86 82 Columbia TriStar 16.6 -34.9 19.7 -20.9

87 69 Pfizer Consumer

Healthcare 13.9 -45.5 12.1 -44.0

88 138 Land Rover 15.8 -37.5 30.3 -7.6

89 96 EasyJet 38.1 16.7 33.8 -25.3

90 61 Honda 0.0 -99.8 24.8 27.4

91 141 Danone 1.1 -75.8 3.9 -64.7

92 105 Egg 0.4 0.0 24.9 38.5

93 84 Time Computers 0.0 0.0 99.6 -9.4

94 239 ING Direct 12.3 36.9 19.2 95.7

95 92 More Th>n 8.9 -12.6 8.1 -56.2

96 76 Wrigley 0.0 -100.0 4.9 -8.4

97 158 Guinness 0.0 -100.0 5.8 121.3

98 93 Audi 7.1 15.2 32.4 17.4

99 107 Alliance & Leicester 1.1 763.6 63.2 -0.7

100 111 AA 15.1 -51.1 11.5 -31.6

 

 

Rank Advertiser Radio TV

'04 '03 % of Yr-on-yr % of Yr-on-yr

total diff (%) total diff (%)

1 1 Procter & Gamble 2.6 -55.8 79.5 8.3

2 2 COI Communications 15.6 3.9 48.6 5.5

3 4 L'Oreal Golden 0.0 -82.6 69.2 -1.6

4 3 BT 9.7 35.7 42.7 -33.2

5 6 Lever Faberge Personal

Care 2.0 -4.5 59.2 -7.4

6 12 Reckitt Benckiser 1.0 27.8 92.2 15.8

7 10 DFS 4.0 -6.4 42.4 6.6

8 5 Ford 7.5 -0.6 46.3 -19.9

9 7 Nestle 3.8 15.9 66.2 -9.5

10 21 BSkyB 7.0 1.2 29.0 69.8

11 11 Renault 7.9 4.9 43.8 -11.3

12 14 Vauxhall 8.2 57.6 47.0 2.1

13 19 Kellogg 5.5 17.3 79.3 43.3

14 9 Orange 6.6 -36.7 22.7 -38.4

15 8 Masterfoods 2.2 -27.9 58.8 -22.2

16 18 Toyota 7.0 -14.9 50.8 10.6

17 13 Lever Faberge Home Care 5.8 -50.1 41.4 -13.7

18 27 Tesco 3.2 -22.2 49.6 73.2

19 16 Sainsbury's 14.4 -34.2 47.6 -10.8

20 15 Hutchison 3G 19.3 117.4 39.1 -21.2

21 17 Volkswagen 4.8 -16.8 49.4 -7.0

22 30 Unilever Bestfoods 2.4 111.6 68.5 28.8

23 24 B&Q 2.6 18.0 73.6 17.4

24 35 O2 3.2 -16.1 34.4 -12.8

25 22 McDonald's 4.7 12.2 73.5 -6.8

26 37 UIP 4.4 34.4 49.1 49.2

27 20 Vodafone 9.4 10.5 51.9 -16.7

28 42 Currys Group 0.0 119.6 51.9 45.6

29 36 Asda 1.7 3.0 63.3 2.4

30 38 Johnson & Johnson 1.5 88.2 74.5 1.8

31 28 PC World 0.1 -89.4 42.1 25.7

32 33 Peugeot 0.2 -95.5 61.3 12.7

33 34 AOL 2.0 -41.5 61.0 -5.5

34 49 Argos 0.1 -66.7 48.2 -6.2

35 47 Marks & Spencer 10.8 60.6 23.3 -25.5

36 23 News International 12.2 -38.3 83.6 -7.3

37 41 Beiersdorf 1.9 -65.8 57.3 -7.4

38 57 British Airways 9.8 44.8 36.7 26.9

39 29 Citroen 2.3 67.4 66.3 -24.6

40 46 Woolworths 1.0 -52.3 62.1 12.1

41 63 JD Williams 0.0 -100.0 4.4 -62.6

42 40 Mattel 0.0 -100.0 95.8 -3.9

43 25 Boots the Chemist 1.2 2.1 63.9 -18.2

44 52 Homebase 7.4 -62.7 63.4 16.5

45 83 Scottish Courage 0.3 -57.1 75.0 19.9

46 31 Nissan 7.4 9618.0 52.5 -33.7

47 53 Entertainment Films 7.8 -14.3 45.3 18.5

48 44 GSK Consumer Healthcare 5.0 37.5 58.9 -30.9

49 71 T-Mobile 7.0 95.9 19.5 -44.0

50 39 Direct Line 4.1 4.0 59.6 -15.9

51 54 BMW 0.4 -37.1 46.1 59.1

52 55 20th Century Fox 3.1 -55.4 57.7 8.3

53 26 Coca-Cola 2.4 2.6 75.8 -36.1

54 50 Diageo 4.1 -2.1 57.3 -13.7

55 70 Camelot 15.7 -27.6 70.0 22.5

56 45 Fiat 7.7 -8.5 27.0 -56.8

57 87 Wanadoo 4.5 -41.2 57.6 13.9

58 80 MG Rover 10.7 -18.4 25.9 -11.1

59 48 Hewlett-Packard 2.5 196.0 29.3 -36.8

60 65 Gillette 2.4 3.5 61.0 8.1

61 73 Abbey 12.0 212.8 30.7 -27.2

62 79 MFI 2.8 -37.7 53.0 8.8

63 56 Barclays 5.6 -12.3 58.9 -17.0

64 51 Buena Vista Intl 1.0 -50.0 60.3 -15.0

65 67 Specsavers 6.1 9.9 37.7 -6.9

66 88 Virgin Records 16.8 8.6 52.4 13.8

67 77 Cadbury Trebor Bassett 5.5 -61.7 77.7 9.7

68 108 Colt 1.0 137.6 54.9 35.7

69 59 Associated Newspapers 0.4 -55.9 40.7 -12.3

70 62 British Gas 7.5 -29.9 71.6 -7.4

71 75 Dell 3.0 265.9 91.9 203.8

72 113 Kraft Foods 0.8 3.2 67.2 74.4

73 68 Kimberly-Clark 0.2 -39.8 35.1 -6.8

74 100 Comet Group 7.6 -30.1 80.2 -0.4

75 97 IBM 3.5 0.0 53.4 68.0

76 118 Warner Bros Distributors 1.1 -51.0 59.5

33.2

77 78 Interbrew 4.2 -51.7 39.9 -11.0

78 58 HSBC 7.7 -67.3 67.4 -31.8

79 43 Unilever Ice Cream

/Frozen Fds 2.2 59.7 92.6 -44.5

80 94 KFC 0.5 5.6 77.4 -12.0

81 66 Universal Music 0.0 -7.3 68.1 -13.4

82 123 Capital One 0.9 0.0 66.2 3.8

83 85 Buena Vista Home Ent 2.6 24.7 72.4 13.0

84 110 Debenhams 6.6 -13.2 42.0 42.1

85 114 SC Johnson Wax 1.4 2190.6 87.8 16.4

86 82 Columbia TriStar 6.4 12.9 57.3 10.5

87 69 Pfizer Consumer

Healthcare 1.6 31.6 72.4 3.0

88 138 Land Rover 5.1 92.8 48.9 1043247.4

89 96 EasyJet 16.4 0.8 11.7 2580.1

90 61 Honda 1.4 -64.3 67.2 -35.0

91 141 Danone 0.6 891.4 94.5 86.8

92 105 Egg 0.0 -1.8 74.8 6.9

93 84 Time Computers 0.1 0.0 0.4 0.0

94 239 ING Direct 1.9 2927.0 61.7 195.7

95 92 More Th>n 1.1 9379.7 81.9 13.8

96 76 Wrigley 2.3 20246.8 87.4 -9.5

97 158 Guinness 0.7 267.4 86.0 97.7

98 93 Audi 2.4 -36.6 57.6 3.5

99 107 Alliance & Leicester 0.3 -58.9 35.5 27.7

100 111 AA 4.0 -30.9 69.5 83.0

Source: Nielsen Media Research.