The top 10 advertisers in the UK cut their spending on television by 11% year on year in the third quarter of 2006, according to new figures from Nielsen Media Research.
TV expenditure is £857 million this year, down 8.9% from £941 million in Q3 last year, whilst spending by the top 10 advertisers is down 11%, from £135 million to £120 million.
Unilever was the second biggest spender and increased its spending by 40% year on year, to £32 million.
However, in contrast to the increase by Uniliver, there were large reductions from Masterfoods, down 18.4%, and News International Newspapers, down 18.1%, in the third quarter.
Some media analysts are predicting that advertising revenues could be down by as much as 7% on last year.
Advertising Age’s recently released semiannual report revealed that the top 200 brands in US measured media reached $24.73 million in the first half of 2006 following a 27.7% increase in media outlays on telecommunications brands (see Telecommunications Dominates US Ad Spending).
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