The COI spent £112m on advertising in 2010, down from £221m in 2009, when it was the UK's biggest advertiser.
Since coming to power in May, the coalition Government has imposed a spending freeze to ensure that only "essential" advertising is run.
As a result, the COI is now the fifth-biggest spender, according to estimates* from Nielsen.
In comparison, Procter & Gamble increased adspend by 33% from £142m in 2009, to £189m in 2010.
BSkyB was the second, spending £161m, up from £134m in 2009.
Unilever was third with a spend of £132m, having increased its spend by just 2%, substantially less than its FMCG rival, P&G.
Tesco, the biggest supermarket in the UK, was fourth, spending £120m, an increase of 19%.
BT made the biggest increase to its outlay of any top 10 advertiser, lifting its spend by 44% to £104m.
| UK adspend | |||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Advertiser | UK expenditure | UK expenditure | Year-on-year | ||||||||||||||||||||||||||||||||||||||||||||||
| 2010 (£m) | 2009 (£m) | % change | |||||||||||||||||||||||||||||||||||||||||||||||
| Procter & Gamble | 189 | 142 | 33 | ||||||||||||||||||||||||||||||||||||||||||||||
| BSkyB | 161 | 134 | 20 | ||||||||||||||||||||||||||||||||||||||||||||||
| Unilever | 132 | 129 | 2 | ||||||||||||||||||||||||||||||||||||||||||||||
| Tesco | 120 | 101 | 19 | ||||||||||||||||||||||||||||||||||||||||||||||
| COI | 112 | 221 | -47 | ||||||||||||||||||||||||||||||||||||||||||||||
| Asda | 107 | 95 | 13 | ||||||||||||||||||||||||||||||||||||||||||||||
| BT | 104 | 72 | 44 | ||||||||||||||||||||||||||||||||||||||||||||||
| DFS Furniture | 92 | 93 | -2 | ||||||||||||||||||||||||||||||||||||||||||||||
| Reckitt Benckiser | 75 | 77 | -3 | ||||||||||||||||||||||||||||||||||||||||||||||
| Kellogg's | 70 | 76 | -9 | ||||||||||||||||||||||||||||||||||||||||||||||
*The figures cover the year to 15 December and do not include: internet advertising for the period 1 October to 15 December; outdoor, cinema, direct mail and door drop advertising for the period 1 November to 15 December; regional press and magazine advertising for the period 1 to 15 December; or TV and radio advertising for the period 6 to 15 December.
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