Sky overtook Procter & Gamble as the biggest spender on
traditional advertising in the UK in 2017, increasing year-on-year spend by
2.7% to £197.1m, reveals Nielsen data released today.
P&G’s spend dropped 1.4% versus 2016 to £196.8m, as did BT’s who retained
third place despite a fall of 3.8% to £144.1m.
Nielsen’s figures include the seven major traditional media formats but exclude internet advertising.
Tesco (up 71.6% to £89.5m) and Samsung (up 43.5% to £66.6m) had the largest
annual increase among the top 100 spenders. Consequently they became new
entrants to the top 10 – jumping 14 and 18 places, respectively – replacing
Amazon (down 16.5%) and furniture retailer DfS (down 13.5%).
Waitrose, Confused.com and Google completed the top five in terms of the
biggest percentage rise in traditional ad spend.
Aldi (down 32.0% or £22m) and Virgin Media (down 30.1% or £31m) had the biggest
decline among the top 100 spenders. Overall, the Top 100 spent 3.5% less on
traditional advertising in the UK than in 2016 but still accounted for 60% of
spend, while the overall market fell by 2.5% or £258.1m.