Sainsbury’s Doubles Radio Adspend But BT Takes Top Spot
The supermarket wars rumble on and Sainsbury’s appears to be increasing its offensive over the airwaves. According to the latest figures from the Radio Advertising Bureau and AC Nielsen MMS, the supermarket has more than doubled its adspend for radio, year-on-year. During the twelve months to June, Sainsbury’s spent £3.2m, making it the 18th biggest spender in radio advertising.
Other big increases were seen at McDonalds, placed 20th, which showed a year-on-year increase of 113%. Procter & Gamble, which was noted for a 200%+ increase year-on-year in January (see Procter & Gamble Doubles Adspend On Radio In Last Year) showed a more modest 85.6% increase in this set of figures, rising to 12th place, while at number 13, Coca-Cola increased its radio adspend by 90.3% year-on-year, spending £3.5m.
BT increased its spending by 29.9% to £12.7m, making it the biggest spender in this set of figures. The Central Office of Information dropped to second place, have decreased its spend by 7.6%.
| Top Twenty Radio Advertisers MAT To June 2000 | ||||
| Rank | Advertiser | MAT to June 99, £ | MAT to June 00, £ | % change yr-on-yr |
| 1 | BT | 9,797,822 | 12,723,279 | 29.9 |
| 2 | COI | 11,022,787 | 10,180,734 | -7.6 |
| 3 | Vodafone | 7,130,149 | 8,762,153 | 22.9 |
| 4 | Carphone Warehouse | 7,982,961 | 8,374,580 | 4.9 |
| 5 | Dixons | 9,333,091 | 6,859,698 | -26.5 |
| 6 | Camelot | 4,543,505 | 6,481,968 | 42.7 |
| 7 | Coldseal | 6,184,687 | 6,368,690 | 3.0 |
| 8 | Renault | 5,160,592 | 5,846,716 | 13.3 |
| 9 | One2One | 4,686,980 | 4,655,547 | -0.7 |
| 10 | News International | 3,205,687 | 4,179,150 | 30.4 |
| 11 | Reg Vardy | 3,416,409 | 3,784,008 | 10.8 |
| 12 | Procter & Gamble | 1,994,017 | 3,701,617 | 85.6 |
| 13 | Coca-Cola | 1,887,052 | 3,591,605 | 90.3 |
| 14 | Vauxhall | 4,268,115 | 3,553,492 | -16.7 |
| 15 | Volkswagen | 2,162,688 | 3,482,998 | 61.0 |
| 16 | Safestyle | 2,660,170 | 3,416,366 | 28.4 |
| 17 | BT Cellnet | 2,270,099 | 3,320,747 | 46.3 |
| 18 | Sainsbury’s | 1,002,375 | 3,280,868 | 227.3 |
| 19 | Blockbuster | 2,802,699 | 3,117,228 | 11.2 |
| 20 | McDonalds | 1,348,715 | 2,872,652 | 113.0 |
The top twenty radio buying points in the year to May are shown below. Figures include all Commercial Radio station advertising, but not promotions, for the most recent 12 months’ complete records. These figures have been calculated using the “Historic” agency list from ACNielsen MMS, which gives more accurate figures for a full 12 months of expenditure.
| Top Twenty Radio Buying Points MAT To June 2000 | ||||
| Rank | Agency | MAT to June 99, £ | MAT to June 00, £ | % change yr-on-yr |
| 1 | Carat | 28,417,090 | 36,876,652 | 29.8 |
| 2 | Zenith Media | 26,489,900 | 32,853,893 | 24.0 |
| 3 | OMD UK | 22,489,067 | 30,474,349 | 35.5 |
| 4 | New PHD | 20,328,801 | 19,501,607 | -4.1 |
| 5 | Universal McCann | 11,021,666 | 18,603,537 | 68.8 |
| 6 | Mindshare Media | 11,685,904 | 18,172,282 | 55.5 |
| 7 | Starcom Motive | 11,534,771 | 17,362,609 | 50.5 |
| 8 | Mediacom TMB | 5,847,826 | 13,625,072 | 133.0 |
| 9 | Walker Media | 12,545,887 | 12,723,633 | 1.4 |
| 10 | Optimedia | 10,626,814 | 12,416,918 | 16.8 |
| 11 | Mediavest | 10,489,216 | 10,902,712 | 3.9 |
| 12 | Matters Media | 8,712,446 | 10,522,291 | 20.8 |
| 13 | Western | 9,134,286 | 8,097,119 | -11.4 |
| 14 | BBJ | 6,411,977 | 7,781,630 | 21.4 |
| 15 | Media Planning | 6,946,840 | 6,367,085 | -8.3 |
| 16 | Manning Gottlieb Media | 3,329,704 | 6,184,071 | 85.7 |
| 17 | MBS Media | 3,705,262 | 5,793,613 | 56.4 |
| 18 | CIA Medianetwork | 7,245,835 | 5,774,549 | -20.3 |
| 19 | Initiative | 4,044,257 | 5,763,567 | 42.5 |
| 20 | Booth Lockett Makin | 1,564,241 | 4,816,349 | 207.9 |
Radio Advertising Bureau: 020 7306 2500