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Top companies spend more on media marketing
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The UK's most prolific advertisers are spending more than ever on media advertising, a study has found.
A survey by the analysts Nielsen Media Research found that in the category of media advertising, which includes spending on direct email and online marketing, the majority of the country's top 20 advertisers were spending more.
The findings, reported by the World Advertising Research Council (WARC), suggest that the UK's biggest marketing spender in 2005 was the conglomerate Unilever.
It spent £213.7 million on its various media advertising campaigns in 2005, which was considerably more than its nearest rival Procter & Gamble, which spent 180.4 million.
Unilever owns brands such as Hellmans, Percil and Lynx. One of its recent high-profile marketing campaigns was for its anti-perspirant product Sure.
Men were shown taking risky routes to work in an ad entitled Stunt City. It was not only shown on television, but also as a viral advert on the internet.
A website that rates all viral ads said that the Sure advert was the second most popular of 2005.
Other big spenders included British Sky Broadcasting (BSkyB) and COI Communications, the agency that provides publicity for government departments.
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