P&G regain the top spot
A new study by Nielsen has found that website marketing and a wider advertising initiative has landed Procter & Gamble as the top ad spender.
Nielsen: Procter & Gamble tops advertising tables for 2010
Tuesday, January 04 2010 by John Burns
The government is no longer the biggest spender on website marketing and online advertising, as Procter & Gamble returns to the top spot in the UK.
It was the country’s biggest-spending advertiser, pushing its outgoings on the medium from £158 million to £195 million over the course of 2010, the Nielsen Company concluded.
Among Procter & Gamble’s products are Head & Shoulders, Oral-B, Wella, Gillette, Duracell and Braun, all of which are considered “billion dollar brands”.
Last year’s biggest-spending advertiser, The Central Office of Information (COI), still remained in the top ten with a fifth-placed finish but was forced to half its website promotion tactics, as well as other campaigns, as soon as the coalition government came to power in May.
The new government had argued that any “non-essential” advertising be curbed in order to help the nation recover from the economic problems brought abut by the financial crisis that hit the country, and much of the world, between 2007 and 2009.
Despite poor economic forecasts at the beginning of the year, the Nielsen Company found that UK organisations spent no less than £1.84 billion on advertising last year.
In second place behind Procter & Gamble was British Sky Broadcasting, which spent £168 million in promotions, rising from £151 million in 2009. Unilever was third after outgoings of £135 million, though its outgoings on website promotion and other tactics dropped by £11 million on the previous year.
Tesco was fourth after spending £125 million (£118 million in 2009), fellow supermarket chain Asda was sixth (£110 million, up from £103 million) and BT was seventh, with outgoings of £108 million – much higher than the £81 million spent in 2009.
DFS, Reckitt Benckiser and Kelloggs rounded out the top ten, though all three spent considerably less than they did in 2009.
This week, Procter & Gamble announced that it would be investing in innovation as well as website promotion in 2011, hoping to transform key brands with even more breakthroughs.
Living Streams “Improving clients’ profitability through better use of the internet”.