|
Over one third of the top advertisers in terms of spending significantly cut their investments during last year, including the top spender, Proctor & Gamble, which spent £123m promoting brands such as Pringles, Fairy and Lenor, 24% less than in the previous year. Total adspend for the top 50 biggest spenders was £2,070,795, up just 1.3% on the 1999 figure.
According to the latest figures from CIA Medialab, three car manufacturers appear in the top ten spenders- Renault, Vauxhall and Ford, but while Ford’s investment in advertising only dropped 1.7% year on year, the other two decreased their adspend by more than 10%.
Increases in adspend among the top ten were seen in the communications sector, with BT upping its spend by 31.5% year on year to take second place with a £107,810 total adspend. BSkyB’s efforts to push its digital TV services saw a 47.1% increase in its advertising spend, while Vodafone added a massive 84%, going from £25,967 spent during 1999 to £47,340 during the following year.
The largest share of advertising investment during 2000 went to TV, which took 48% of the incoming revenue. Press took 39% of total spend, followed by Radio with 7%, Outdoor with 5% and Cinema with 1%.
CIA MediaLab: 020 7803 2000
Subscribers can access ten years of media news and analysis in the Archive