Telecoms Companies Behind Adspend Growth
The latest figures from ACNielsen MMS’ CIA Medialab shows that while traditional advertising companies continue to feature strongly in the list of top advertisers, telecoms companies, which have been enjoying a boom recently, are increasing the momentum of growth.
Only two of the top ten advertising spenders in the first six months of this year had increased their spend year on year. These were BT, which moved up to the top spot, increasing its adspend across all media by 94% to £73m, and Vodafone, which came in at number 10, having increased its adspend by 110% year on year to £27.6m.
| Top Advertisers in All Media Jan-Jun 2000 | ||||
| Jan99 – Jun99 £000 | Jan00 – Jun00 £000 | Yr-on-yr % change | ||
| 1 | British Telecom | 37,661 | 73,032 | 94 |
| 2 | Proctor & Gamble | 64,541 | 52,005 | -19 |
| 3 | COI | 50,498 | 42,321 | -16 |
| 4 | L’Oreal Golden | 39,177 | 35,995 | -8 |
| 5 | Renault | 44,489 | 35,734 | -20 |
| 6 | Vauxhall Motors | 45,825 | 35,580 | -22 |
| 7 | Van Den Burgh | 24,763 | 30,401 | 23 |
| 8 | Ford | 36,120 | 29,283 | -19 |
| 9 | Volkswagen | 29,501 | 28,555 | -3 |
| 10 | Vodafone | 13,133 | 27,622 | 110 |
| 11 | Elida Faberge | 30,632 | 26,148 | -15 |
| 12 | Mars Confectionery | 36,504 | 25,749 | -29 |
| 13 | McDonald’s | 19,168 | 25,074 | 34 |
| 14 | Toyota | 17,936 | 24,931 | 39 |
| 15 | Kellogg’s | 28,398 | 24,824 | -13 |
| 16 | Rover | 24,206 | 23,090 | -5 |
| 17 | Peugeot | 23,138 | 22,864 | -1 |
| 18 | B & Q | 16,468 | 22,255 | 35 |
| 19 | Coca-Cola | 16,238 | 21,288 | 31 |
| 20 | Lever Brothers | 26,957 | 20,813 | -23 |
| Source: CIA Medialab | ||||
Thirteen of the top 20 advertisers cut adspend year on year during the first half of 2000. Nine of these reduced spending by more than 10%. In total, however, adspend across all sectors of the media saw a year on year increase of 18% or £447m.
The largest share of adspend still goes to television, which commanded 46% of the total spent from January to June this year. Next came press, with 37%, followed by outdoor with 9%, radio with 7% and cinema with just 1%. ACNielsen reports little change in this division of adspend year on year, although the outdoor sector has increased its share by around 1%.
CIA Medialab: 020 7803 2000