TOP 5 CINEMA
Rank Advertiser 2004 spend (pounds) % change
1 Orange 13,723,318 11.1
2 Renault 5,274,676 20.0
3 Lever Faberge Personal Care 4,455,202 17.7
4 Brown Forman 4,240,824 96.8
5 Hewlett-Packard 4,076,200 1152.4
Source: Nielsen Media Research.
Last year was the biggest ever for cinema in terms of expenditure, with a total spend of £159m. The single biggest investor was Orange, with its sponsorship activity featuring across 92% of screens. In terms of a single campaign in 2004 (excluding Orange) Hewlett-Packard's 'You & HP' work took top spot, delivering massive awareness across two bursts. Cinema has also seen increased spending from the drinks sector, primarily from Brown Forman, whose brands include Southern Comfort and Jack Daniel's. It increased spend by 96% year-on-year.
TOP 5 OUTDOOR
Rank Advertiser 2004 spend (pounds) % change
1 Lever Faberge Home Care 20,160,455 16.1
2 Lever Faberge Personal Care 14,755,453 58.2
3 O2 13,475,350 75.7
4 Masterfoods 13,064,613 0.9
5 COI Communications 12,896,441 58.1
Source: Nielsen Media Research.
The top 10 outdoor spenders hiked their spend by 20.8% during 2004. Persil's 'Dirt is good' poster campaign, for its 'Art for Schools' promotion, has been so successful it has been extended to a 30-second TV ad. Dove has been driving Lever Faberge Personal Care's 58% increase with its 'Real Women' campaign for its range of firming products.
It claims a 700% rise in sales of the products in the first half of 2004, following the introduction of the campaign.
TOP 5 PRESS
Rank Advertiser 2004 spend (pounds) % change
1 COI Communications 41,293,823 18.0
2 DFS 31,265,239 11.2
3 JD Williams 29,282,885 41.7
4 BT 27,401,436 -10.3
5 BSkyB 26,810,214 26.1
Source: Nielsen Media Research.
With the top 10 press spenders increasing their expenditure by 5.5% collectively, 2004 was a good year for press. Maureen Duffy, chief executive of the Newspaper Marketing Association, says press has benefited not only from its cost effectiveness, as production costs are fairly low, but also from its flexibility. 'Newspapers can turn ads around really quickly, which can't be done in other media,' she explains. What makes newspapers more attractive than their counterparts, according to Duffy, is that they can increase pagination to accommodate extra advertising, which is not something that TV or radio can provide due to their fixed and regulated amount of advertising airtime. The big press spenders are traditionally retailers and automotive companies, and this year is no exception, with the biggest single increase coming from mail-order shopping company JD Williams.
TOP 5 RADIO
Rank Advertiser 2004 spend (pounds) % change
1 COI Communications 24,837,137 3.9
2 Hutchison 3G 9,432,623 118.5
3 BT 7,912,072 35.8
4 Sainsbury's 7,119,194 -34.2
5 Procter & Gamble 5,116,695 -55.8
Source: Nielsen Media Research.
Hutchison 3G's campaign for 3 saw it increase radio spend by almost 120% in 2004 - the biggest hike among the top five radio advertisers.
After launching in early 2003, 3 had its work cut out to gain market share in a radio environment cluttered with telecoms advertisers. The impact of the radio campaign is heightened by mirroring all the price comparison copy on TV, and 3 has reportedly reached the 1m customer mark faster than any other network since launch, a success to which its pricing strategy appears to have been key. The biggest decline in radio spend came from P&G, which had increased its share of budget by 95% in 2003, only to reduce it by 55% last year.
TOP 5 TV
Rank Advertiser 2004 spend (pounds) % change
1 Procter & Gamble 158,607,177 8.3
2 COI Communications 77,590,601 5.5
3 L'Oreal Golden 65,883,013 -1.6
4 Reckitt Benckiser 64,813,711 15.8
5 Kellogg 44,665,468 43.3
Source: Nielsen Media Research.
This week, the commercial TV operators finally unveiled Thinkbox, the association set up to market the medium. Justin Sampson, ITV's director of customer relationship marketing, is optimistic that with the help of Thinkbox, TV should do well in demonstrating its effectiveness and return on investment in 2005. One company that does not seem to need convincing of the merits of TV is Kellogg, which increased its TV spend by just over 43% in 2004. The rise is part of its programme to promote a healthy lifestyle, which kicked off in May last year with the '10,000 step challenge' in partnership with the 'Walking for Health' initiative for its Special K brand.
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