New figures from ACNielsen MMS reveal that government adspend soared by 37.5% in 2001 to £143m (January to December), a record for any UK government. The news is certain to reignite Opposition claims that Labour's obsession with spin is resulting in the misuse of taxpayers' money.
The government's spend was lavished on dozens of campaigns ranging from the Department of Health's efforts to encourage smokers to kick the habit to an ad push urging UK citizens to participate in the Census.
For the first time in a calendar year, it has outspent FMCG giant Procter & Gamble, dwarfing the Ariel-owner's budget by more than £20m. BT's expenditure was £95m for the year. Only three UK advertisers -- P&G, BT and car giant Ford -- spent more than half the government's outlay on ads in 2001. The government also retained its status as the second-biggest TV advertiser in the UK, behind P&G.
The majority of government ad campaigns were handled by COI Communications, which this week announced it had been given a glowing endorsement by the Cabinet Office as the result of its five-year review.
Marketing will be publishing the full list of the UK's top 100 advertisers in its February 21 edition.
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