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14 - 18 June

How Home Depot is building consumer love with the help of data

Ken Hein

US editor

Shavonne M Clark

senior manager of marketing

COI remains top 10 UK advertiser despite budget freeze

The UK’s top 100 advertisers increased their advertising spend last year, with the COI remaining one of the UK’s top advertisers, despite the Government’s current freeze on ‘non-essential’ marketing.

According to research released by Neilsen, advertising spend increased despite warnings of widespread budgets cuts during the economic decline, with TV advertising rising by the largest margin at 17 per cent.

Only radio was impacted, recording a fall of 6 per cent on spend from the previous year, while cinema, outdoor and print all rose.

Proctor & Gamble was the top advertiser, replacing the COI, spending £203.9 million last year, with the COI falling to sixth in the list, at £105.4 million.

Second place was taken by BSkyB at £145,1 million, replacing Unilever from the previous year, which spent £282.3 million, while supermarket chain Tesco also grew its spend by 15 per cent with £114.6 million, just ahead of ASDA, which spent £113.3 million.