Spending By Top 100 Advertisers Down YoY

Six of the top ten advertisers by spend in 2001 decreased their investment year on year in 2001, according to an analysis of ACNielsen MMS figures published in this week’s Marketing magazine. Those who lowered their adspend in included Proctor & Gamble, which dropped from first to second position in the top 100 league following a 5.6% year on year decrease in investment.

The biggest advertiser by spend was COI Communication, whose campaigns for issues including the Census and literacy added up to £142.5m, up 38.5% year on year. There were three new entrants to the top ten: DFS Northern Upholstery, up from number 16 in 2000 to 7 in 2001; Sainsbury’s, up from 19 to 9 in and Peugeot Motor Company, up from 13 to 10.

Overall the top 100 advertisers spent £2.86bn, compared to £2.97bn in 2000, a fall of 3.7%. TV, as ever, took the largest share of this, with £1.8bn, but this represented a fall of 6.4% year on year.

ACNielsen MMS: 01344 627 553 www.acnielsenmms.com Marketing: 020 8276 4567 www.marketingmagazine.co.uk

Recent Adspend Stories from NewsLine: Outdoor Advertising Saw 3% Revenue Fall In 2001 2001 Radio Revenue Sees 7.5% Year On Year Fall 2001 Regional Newspaper Adspend Up 4.9%

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