Biggest advertisers: Top 100 advertisers

of advertising, as companies cut their spend, only to bolster it later;
during the third quarter, corporate profits rose to a 40-year high, with
an attendant rise in marketing spend.

Indicative of the pervading mood, the top three advertisers - Procter &
Gamble, Unilever and the COI - all cut their spend year on year, by 2%,
16% and 19% respectively. 'Overall, 2006 was a poor year for advertising
and marketing spend, reflecting low sales and profits,' explains Chris
Williamson, head of economics at NTC Economics, which conducts the
research for the Institute of Practitioners in Advertising's (IPA)
Bellwether Report. 'Marketing money was diverted into sales promotions,
and rather than committing to big mass-media campaigns, brands
experimented with lower-budget alternatives, including the internet,
which could be turned on and off more swiftly.'

The second-half upturn nevertheless bodes well for 2007. Encouraged by
robust balance sheets, companies are likely to increase their spend
considerably, predicts Williamson. 'They started the year in more
buoyant mood than at any time since the dotcom boom,' he says. 'But this
time the optimism is not inflated by any equivalent of the internet
bubble.'

This year is set to be characterised by a growth in more sophisticated,
integrated campaigns that work across a range of media, including the
internet. Not only will this allow brands to better target key
audiences, it will offer them better value.

Lloyds TSB, which increased its adspend by nearly 50% to more than
£24m last year, exemplifies this approach. It bolstered its TV
spend by 20%, its radio spend by 630% to nearly £4m and its online
budget significantly, according to Julian Elliott, director of customer
and market intelligence. Spend on outdoor, which Elliott says delivers
'regional weight', was also increased, by 94% to £1.7m. The bank
works ever-more closely with its lead ad agency RKCR/Y&R and media
agency Zenith-Optimedia to ensure that creative ideas work across media,
as exemplified by its Hollywood-themed 'Easy living' mortgage campaign,
which ran on TV, radio, outdoor and in branches.

The bank uses TV 'extremely cautiously' because of the expense involved,
says Elliott. However, he believes the medium is far from moribund. 'It
has a unique ability to deliver opinion-changing advertising,' he adds.
'The challenge is getting it to work better with other media to create a
richer mix.'

Financial services was the one sector in which all top five advertisers
increased their budgets last year. Conversely, the top five automotive
brands all cut spend, with Renault making the biggest reduction, by 28%,
to just over £40m.

Outdoor was the only medium on which Renault increased its spend; its TV
and cinema budgets fell by 42% and 44% respectively. However, Jeremy
Townsend, the marque's manager of marketing communications, claims this
does not tell the whole story 'We significantly increased our investment
in sponsorship and events, which are both outside normal media spend
monitoring,' he says.

'Poor results by GM and Ford underline just how tough things are for the
motor industry, and ad budgets have been squeezed,' says Nigel
Wonnacott, head of communications at the Society of Motor Manufacturers
and Traders. 'Manufacturers are being more thoughtful about how they
"pull" consumers in, through, for example, experiential marketing, such
as Land Rover's off-road courses. There has also been a shift to more
targeted advertising, such as online.'

In the retail sector, adspend was boosted by strong uplifts from Tesco,
Boots and, most notably, M&S, which increased its outlay by 38% for food
and 55% for non-food activity. In November, M&S posted a half-year
pre-tax profit of £405m, up from £306m the previous year,
fuelled by its 'Your M&S' campaign, which won the Grand Prix at the 2006
IPA Effectiveness Awards.

Yet no retailers appear in the top five advertisers in any media
category. Richard Hyman, managing director of Verdict Consulting,
believes one explanation is the shift toward using marketing tools such
as loyalty cards and customer magazines, which allow for constant
dialogue.

In the mobile telecoms market, Vodafone stands out with a 27% rise in
adspend to £62m; Orange, T-Mobile and O2 all cut their budgets.
However, the current data does not show spend on digital advertising,
which is calculated later in the year. According to Dominic Chambers,
head of brand and marketing communications at Vodafone UK, the company's
digital spend has doubled for each of the past three years. 'Our
priority is digital,' he admits. 'It allows us to reach discrete
audiences and create a richer experience by creating interaction.'

Vodafone more than doubled its radio spend to nearly £12m, placing
it second only to the COI in the category. 'About 25% of radio listening
is now online, and radio is a great way to reach people on the move,'
says Chambers. The company also increased its outdoor spend by 39% to
£19m, making it the medium's second-biggest user, marginally
behind Unilever.

One sector where brands have been slower to relinquish TV in favour of
more targeted media, particularly the internet, is FMCG. 'We are only
just dipping our toes in the water of online, because the way forward
for FMCG brands is less clear than it is for other sectors,' admits
Bernard Balderston, P&G's associate director of media. He further plays
down the significance of P&G's reduction and reallocation of adspend
last year. 'In a company our size, with our range of products and
categories and competitive pressures, there is bound to be variation
year by year, but there has been no major strategic shift,' he says. 'We
continue to ensure that we reach our customers in the places where they
are most receptive to our message.

MEDIA SPEND ALLOCATION - 1-100



Rank Advertiser 2006 Yr-on-yr Cinema

06 05 total spend diff (%) % of Yr-on-yr

(pounds) total diff (%)



1 2 Procter & Gamble 179,149,459 -2.3 0.5 372.6

2 1 Unilever 165,710,877 -15.8 5.7 -22.0

3 3 COI Communications 136,685,362 -18.7 1.5 21.7

4 4 L'Oreal Golden 116,571,847 13.1 0.0 0.0

5 6 DFS 98,590,477 13.1 3.1 -13.7

6 7 Reckitt Benckiser 83,584,290 3.5 0.0 0.0

7 5 Orange 74,161,196 -16.1 18.8 -9.2

8 8 BSkyB 73,964,965 -5.7 11.4 37.0

9 10 Nestle 67,719,702 0.1 0.1 -93.3

10 15 Tesco 67,006,248 20.4 0.0 0.0

11 23 Marks & Spencer 65,847,689 47.4 0.0 0.0

12 11 BT 64,827,176 2.0 0.0 0.0

13 14 Kellogg 63,592,634 7.6 1.4 3.1

14 17 Vodafone 61,929,630 26.9 3.9 196.8

15 12 Vauxhall 61,050,303 -0.6 4.6 -46.3

16 9 Masterfoods 57,675,137 -20.6 0.4 -93.5

17 13 Ford 51,539,096 -14.6 4.5 124.5

18 18 Sainsbury's 51,023,475 6.3 0.0 0.0

19 20 T-Mobile 44,185,821 -2.0 1.8 65.3

20 22 Volkswagen 43,612,288 -2.7 8.0 -10.6

21 26 Asda 43,062,856 -0.3 0.0 0.0

22 39 Boots the Chemist 42,599,287 31.5 0.0 0.0

23 30 Argos 41,857,940 9.1 0.0 0.0

24 27 O2 41,357,921 -3.0 1.3 1203.5

25 16 Renault 40,065,914 -27.6 6.0 -44.0

26 58 Dell 39,201,281 60.6 0.0 0.0

27 19 B&Q 38,752,622 -16.1 0.0 0.0

28 24 Currys 38,727,107 -13.1 0.0 0.0

29 25 Toyota 36,561,217 -15.6 10.3 6.7

30 34 PC World 35,600,316 2.4 0.0 -100.0

31 38 Citroen 35,428,964 9.3 0.4 0.0

32 33 Beiersdorf 35,078,654 -0.1 4.7 -28.1

33 28 UIP 34,787,057 -12.3 0.0 0.0

34 35 Direct Line 34,598,576 2.1 0.0 0.0

35 44 Morrisons 32,853,421 9.0 0.0 0.0

36 36 News International 31,894,702 -4.4 0.0 0.0

37 42 Scottish & 31,330,697 2.4 0.7 -94.0

Newcastle

38 52 Camelot 30,996,968 19.3 2.1 0.0

39 45 Coca-Cola 30,832,101 6.7 0.0 -100.0

40 40 GSK Consumer 30,579,244 -5.4 0.6 0.0

Healthcare

41 29 McDonald's 30,348,995 -22.1 0.2 0.0

42 31 Peugeot 30,090,102 -18.6 2.2 88.9

43 66 Kraft 29,605,114 39.0 2.2 0.0

44 60 20th Century Fox 28,215,744 17.8 0.8 3013.7

45 32 Mattel 28,009,097 -20.7 0.4 -59.2

46 49 Specsavers 27,168,017 -1.8 0.1 0.0

47 61 HSBC 26,655,307 15.4 0.0 0.0

48 48 Homebase 26,446,978 -7.9 0.0 0.0

49 55 Hutchison 3G 26,270,611 4.4 1.8 12.9

50 47 MFI 26,107,594 -9.2 0.0 0.0

51 50 Sony BMG Music 25,917,094 -5.8 0.8 -41.5

Entertainment

52 51 British Gas 25,811,891 -3.1 0.0 0.0

53 43 Entertainment Films 25,238,688 -16.6 0.0 0.0

54 37 Johnson & Johnson 24,802,525 -25.2 0.0 -100.0

55 46 Danone 24,331,237 -15.7 0.0 0.0

56 108 Lloyds TSB 24,238,401 47.9 0.0 0.0

57 126 Columbia TriStar 23,804,061 65.3 0.0 0.0

Films

58 77 Yell 23,764,937 19.3 2.4 0.0

59 41 British Airways 23,607,138 -26.6 0.0 0.0

60 78 Universal Music 23,135,681 16.7 0.1 -74.0

61 63 Pfizer Consumer

Healthcare 22,871,829 4.5 0.2 289.2

62 62 Microsoft 22,546,583 -0.9 18.0 113.6

63 91 Halifax 22,229,860 23.3 0.0 0.0

64 56 Woolworths 22,076,882 -12.0 0.0 0.0

65 68 Barclays 22,054,032 4.8 0.0 -100.0

66 117 Samsung UK 21,536,204 39.2 0.6 -81.8

67 64 AOL 21,453,867 -1.8 10.2 0.0

68 65 Associated 21,124,436 -3.3 0.0 0.0

Newspapers

69 163 Transport for 21,123,001 84.5 12.5 18.2

London

70 89 Nissan 21,041,778 16.1 5.7 42.6

71 94 KFC 20,979,891 18.1 0.0 0.0

72 86 Comet 20,921,076 11.4 0.0 0.0

73 54 Abbey 20,908,362 -18.2 0.0 -100.0

74 67 JD Williams 20,742,265 -2.6 0.0 0.0

75 53 Esure 20,589,805 -20.6 0.0 -100.0

76 76 Debenhams 20,029,000 0.0 0.0 -100.0

77 85 Channel 4 19,931,609 5.1 3.3 165.4

78 82 Muller Dairy 19,864,230 4.2 8.5 51.4

79 112 Land of Leather 19,516,902 22.0 0.0 0.0

80 83 Audi 19,502,897 2.3 3.9 -48.7

81 254 Fiat 19,184,131 176.9 0.0 0.0

82 71 Norwich Union 19,117,136 -7.2 0.0 0.0

Direct

83 132 SC Johnson 19,117,086 36.3 0.0 0.0

84 150 Express 19,022,154 55.9 0.0 0.0

Newspapers

85 188 RAC 18,631,359 83.1 0.0 0.0

86 74 Warner Bros 18,378,935 -8.8 0.0 0.0

Distributors

87 118 Mazda Cars 18,109,916 17.3 7.1 -0.1

88 88 Kia 17,981,303 -2.2 0.0 0.0

89 79 Honda 17,858,738 -8.8 16.2 190.2

90 73 Nokia 17,106,356 -16.2 10.4 -51.9

91 142 Capital One 17,053,875 28.8 0.0 0.0

92 97 Buena Vista 16,643,607 -5.5 0.6 0.0

International

93 145 John Lewis 16,610,261 27.6 0.0 0.0

Partnership

94 155 PepsiCo Int'l 16,595,019 37.9 0.0 0.0

95 362 NTL 16,553,249 281.3 0.0 0.0

96 87 HMV Music Stores 16,365,088 -11.9 0.0 0.0

97 168 Sony UK 15,943,637 42.5 18.4 144.0

98 169 Harveys Furnishing 15,774,576 41.2 0.0 0.0

Group

99 70 Interbrew 15,721,988 -24.2 0.5 -97.5

100 121 Churchill Insurance 15,710,156 4.7 0.0 0.0





Rank Advertiser Outdoor Press

06 05 % of Yr-on-yr % of Yr-on-yr

total diff (%) total diff (%)

1 2 Procter & Gamble 2.6 50.9 19.4 15.2

2 1 Unilever 11.9 -47.1 19.0 -5.5

3 3 COI Communications 9.1 -22.2 22.9 -11.1

4 4 L'Oreal Golden 4.1 -3.8 30.8 11.5

5 6 DFS 13.5 54.5 41.2 8.8

6 7 Reckitt Benckiser 0.8 -47.5 2.0 -9.7

7 5 Orange 24.7 18.7 25.2 -15.5

8 8 BSkyB 22.3 45.1 38.2 -12.9

9 10 Nestle 14.4 27.0 19.4 -4.8

10 15 Tesco 0.2 -50.4 42.4 20.0

11 23 Marks & Spencer 12.2 50.3 30.5 84.3

12 11 BT 14.5 101.3 36.6 2.8

13 14 Kellogg 2.8 12.5 7.9 19.2

14 17 Vodafone 30.8 38.6 20.1 14.8

15 12 Vauxhall 8.4 1.7 25.2 1.0

16 9 Masterfoods 1.2 -91.5 27.3 0.2

17 13 Ford 11.5 -34.5 31.5 16.1

18 18 Sainsbury's 0.1 -98.7 45.3 25.3

19 20 T-Mobile 29.6 -10.2 35.6 -0.2

20 22 Volkswagen 8.8 -26.3 31.8 10.5

21 26 Asda 4.3 12.5 47.5 16.7

22 39 Boots the Chemist 0.6 -42.5 40.1 28.7

23 30 Argos 0.2 -59.5 48.4 18.8

24 27 O2 34.0 -9.4 26.4 -14.8

25 16 Renault 17.5 24.8 31.7 -24.1

26 58 Dell 0.5 0.0 84.0 95.2

27 19 B&Q 1.8 -59.3 25.4 -19.8

28 24 Currys 0.1 -44.9 60.6 3.3

29 25 Toyota 15.7 82.9 41.8 -4.8

30 34 PC World 0.2 81.0 54.3 4.2

31 38 Citroen 1.5 0.0 36.1 26.5

32 33 Beiersdorf 16.4 107.3 24.7 7.7

33 28 UIP 28.4 -20.2 15.5 -10.0

34 35 Direct Line 11.6 0.2 16.2 -27.0

35 44 Morrisons 4.3 353.8 41.8 16.3

36 36 News International 4.3 120.7 0.9 -13.9

37 42 Scottish & 8.8 -30.1 3.9 -52.1

Newcastle

38 52 Camelot 0.0 -100.0 10.8 54.9

39 45 Coca-Cola 20.3 37.2 15.8 40.1

40 40 GSK Consumer 3.7 -52.5 18.0 34.7

Healthcare

41 29 McDonald's 10.8 -30.5 13.6 4.4

42 31 Peugeot 7.6 -38.9 34.9 11.2

43 66 Kraft 2.9 0.0 26.2 170.8

44 60 20th Century Fox 34.8 31.7 20.4 18.5

45 32 Mattel 0.0 -100.0 0.6 -58.4

46 49 Specsavers 4.3 388.4 27.7 -8.9

47 61 HSBC 5.5 33.4 37.5 45.7

48 48 Homebase 0.1 -63.1 10.2 -25.9

49 55 Hutchison 3G 17.6 146.9 31.2 93.6

50 47 MFI 3.9 0.0 42.8 -15.1

51 50 Sony BMG Music 5.8 3.3 5.4 -39.3

Entertainment

52 51 British Gas 11.6 -1.9 29.5 45.3

53 43 Entertainment Films 31.2 -10.8 16.8 -27.8

54 37 Johnson & Johnson 1.6 9327.2 5.6 -70.4

55 46 Danone 0.6 -4.6 2.1 -51.4

56 108 Lloyds TSB 7.0 94.3 40.1 28.5

57 126 Columbia TriStar 36.7 183.1 13.2 23.6

Films

58 77 Yell 36.6 105.6 0.2 -60.7

59 41 British Airways 28.7 -25.1 41.6 -9.6

60 78 Universal Music 4.0 64.2 2.5 -52.3

61 63 Pfizer Consumer

Healthcare 10.3 39.5 7.5 -62.0

62 62 Microsoft 6.5 41.2 43.4 37.2

63 91 Halifax 11.5 -48.1 20.8 3.2

64 56 Woolworths 0.0 112.0 46.9 10.6

65 68 Barclays 11.0 8.6 29.2 1.2

66 117 Samsung UK 25.0 12.8 48.6 109.8

67 64 AOL 10.1 -48.4 27.5 -22.6

68 65 Associated 1.9 -70.5 3.3 -9.1

Newspapers

69 163 Transport for 42.1 211.6 13.7 73.9

London

70 89 Nissan 6.7 -34.6 28.3 7.6

71 94 KFC 43.7 18.7 0.1 -97.9

72 86 Comet 0.2 37.0 39.3 -1.4

73 54 Abbey 11.6 -7.7 27.9 -35.0

74 67 JD Williams 0.0 0.0 91.2 -4.6

75 53 Esure 2.7 -84.3 10.0 11.2

76 76 Debenhams 0.2 -51.0 49.5 4.4

77 85 Channel 4 22.0 -38.3 62.0 27.6

78 82 Muller Dairy 4.5 -76.4 27.2 -8.9

79 112 Land of Leather 0.0 0.0 39.4 -0.8

80 83 Audi 10.2 80.1 26.3 4.1

81 254 Fiat 10.5 308462.8 30.0 6.1

82 71 Norwich Union 0.0 -100.0 16.3 -47.5

Direct

83 132 SC Johnson 1.2 0.0 10.6 110.1

84 150 Express 0.0 0.0 0.0 -87.8

Newspapers

85 188 RAC 0.1 -99.1 9.7 -31.7

86 74 Warner Bros 31.8 -28.3 16.6 -13.1

Distributors

87 118 Mazda Cars 5.4 699.7 31.7 -18.1

88 88 Kia 11.4 -28.0 32.7 15.5

89 79 Honda 0.0 0.0 10.9 -25.2

90 73 Nokia 21.1 91.4 29.1 -18.4

91 142 Capital One 0.0 -99.4 13.5 -34.8

92 97 Buena Vista 55.0 27.6 7.8 -42.8

International

93 145 John Lewis 5.9 35.4 93.7 56.0

Partnership

94 155 PepsiCo Int'l 16.8 135.0 8.7 -5.7

95 362 NTL 5.0 158.3 59.7 208.0

96 87 HMV Music Stores 2.1 -0.1 59.9 -10.8

97 168 Sony UK 14.0 244.1 29.6 21.0

98 169 Harveys Furnishing 0.0 0.0 45.5 10.5

Group

99 70 Interbrew 44.3 162.1 17.9 -17.0

100 121 Churchill Insurance 9.1 285.7 11.1 -28.3





Rank Advertiser Radio TV

06 05 % of Yr-on-yr % of Yr-on-yr

total diff (%) total diff (%)

1 2 Procter & Gamble 2.5 -12.0 75.0 -7.2

2 1 Unilever 2.5 -43.9 60.8 -5.3

3 3 COI Communications 27.1 9.8 39.5 -33.9

4 4 L'Oreal Golden 0.2 -73.4 64.9 16.2

5 6 DFS 7.7 55.6 34.4 3.8

6 7 Reckitt Benckiser 0.2 -87.0 97.0 5.9

7 5 Orange 4.7 -5.4 26.7 -38.0

8 8 BSkyB 7.6 -13.9 20.6 -30.9

9 10 Nestle 6.2 21.6 59.9 -3.5

10 15 Tesco 2.1 311.7 55.3 18.1

11 23 Marks & Spencer 4.7 39.9 52.7 32.1

12 11 BT 10.3 8.8 38.5 -15.8

13 14 Kellogg 2.3 37.1 85.7 6.0

14 17 Vodafone 18.8 102.3 26.5 -7.2

15 12 Vauxhall 6.1 -35.2 55.7 12.6

16 9 Masterfoods 1.7 134.3 69.4 -11.0

17 13 Ford 13.0 25.6 39.5 -34.3

18 18 Sainsbury's 9.9 11.7 44.6 10.2

19 20 T-Mobile 2.9 -57.7 30.1 17.8

20 22 Volkswagen 7.7 15.0 43.7 -5.7

21 26 Asda 1.9 -15.1 46.3 -13.5

22 39 Boots the Chemist 2.1 47.4 57.2 34.9

23 30 Argos 2.9 33.8 48.5 0.5

24 27 O2 6.6 1546.6 31.7 -7.0

25 16 Renault 11.1 -20.6 33.7 -41.6

26 58 Dell 0.1 149.0 15.4 -19.8

27 19 B&Q 3.2 -33.8 69.6 -11.1

28 24 Currys 0.5 247.0 38.8 -30.9

29 25 Toyota 0.1 -99.0 32.1 -30.0

30 34 PC World 0.0 -76.6 45.5 2.3

31 38 Citroen 3.8 84.9 58.2 -4.5

32 33 Beiersdorf 4.4 -5.0 49.7 -14.02

33 28 UIP 6.5 9.9 49.7 -10.3

34 35 Direct Line 2.0 -26.7 70.2 14.2

35 44 Morrisons 2.9 -43.0 50.9 2.6

36 36 News International 12.8 18.7 82.0 -9.8

37 42 Scottish & 3.4 54.1 83.2 31.9

Newcastle

38 52 Camelot 16.2 -5.3 71.0 19.4

39 45 Coca-Cola 2.4 -61.1 61.5 2.8

40 40 GSK Consumer 5.5 -13.0 72.2 -7.7

Healthcare

41 29 McDonald's 3.4 -66.2 72.0 -19.7

42 31 Peugeot 6.5 99.9 49.6 -34.1

43 66 Kraft 5.6 84.1 63.1 6.6

44 60 20th Century Fox 2.9 -32.0 41.1 11.3

45 32 Mattel 0.0 0.0 99.0 -19.8

46 49 Specsavers 10.0 -25.1 57.9 1.3

47 61 HSBC 1.2 163.1 55.8 -0.9

48 48 Homebase 1.5 1626.5 88.2 -6.6

49 55 Hutchison 3G 11.2 -30.1 38.2 -30.4

50 47 MFI 0.6 30725.7 52.7 -11.6

51 50 Sony BMG Music 2.9 -31.0 85.1 -1.2

Entertainment

52 51 British Gas 7.6 74.1 51.3 -23.1

53 43 Entertainment Films 12.9 2.5 39.1 -20.4

54 37 Johnson & Johnson 0.4 -87.0 92.4 -12.4

55 46 Danone 0.2 -87.0 97.1 -13.2

56 108 Lloyds TSB 16.1 630.5 36.7 20.1

57 126 Columbia TriStar 3.1 28.1 47.0 36.4

Films

58 77 Yell 14.8 129.0 46.0 -22.0

59 41 British Airways 9.7 11.2 19.9 -53.9

60 78 Universal Music 4.9 105.5 88.5 17.5

61 63 Pfizer Consumer

Healthcare 1.8 2090.5 80.2 17.2

62 62 Microsoft 1.9 66.6 30.1 -45.2

63 91 Halifax 3.6 1501.6 64.1 66.0

64 56 Woolworths 1.7 -19.9 51.4 -25.6

65 68 Barclays 4.3 -6.7 55.5 9.6

66 117 Samsung UK 2.0 -0.8 23.8 11.7

67 64 AOL 0.6 25.1 51.6 11.8

68 65 Associated 2.1 2.3 92.7 1.6

Newspapers

69 163 Transport for 5.6 13.3 26.2 51.0

London

70 89 Nissan 3.2 -40.7 56.1 39.4

71 94 KFC 0.0 -90.0 56.2 25.7

72 86 Comet 0.8 -49.0 59.7 23.8

73 54 Abbey 18.3 -41.7 42.3 19.1

74 67 JD Williams 0.0 0.0 8.8 25.9

75 53 Esure 9.8 -6.0 77.4 -7.8

76 76 Debenhams 6.3 -15.0 44.0 1.9

77 85 Channel 4 6.4 -5.6 6.3 113.0

78 82 Muller Dairy 5.9 0.0 54.0 29.8

79 112 Land of Leather 2.4 -45.8 58.2 54.1

80 83 Audi 5.9 104.0 53.8 -4.7

81 254 Fiat 0.2 -93.0 59.4 1034.9

82 71 Norwich Union 8.3 515.2 75.4 2.4

Direct

83 132 SC Johnson 0.0 -100.0 88.2 32.1

84 150 Express 0.0 -91.9 99.9 57.7

Newspapers

85 188 RAC 15.4 35.0 74.8 277.4

86 74 Warner Bros 0.5 -82.8 51.1 18.4

Distributors

87 118 Mazda Cars 0.3 -79.1 55.5 48.8

88 88 Kia 15.4 100.5 40.5 -19.8

89 79 Honda 0.4 -96.3 72.6 -8.4

90 73 Nokia 3.5 297.4 36.0 -28.3

91 142 Capital One 0.1 655.9 86.4 64.5

92 97 Buena Vista 3.8 -45.9 32.9 -21.9

International

93 145 John Lewis 0.3 -54.1 0.0 -100.0

Partnership

94 155 PepsiCo Int'l 3.6 -15.4 70.8 36.8

95 362 NTL 4.1 322.8 31.3 690.1

96 87 HMV Music Stores 4.7 103.5 33.3 -20.8

97 168 Sony UK 0.5 -76.7 37.5 17.6

98 169 Harveys Furnishing 1.3 -41.7 53.2 93.7

Group

99 70 Interbrew 1.0 40.2 36.4 -51.1

100 121 Churchill Insurance 6.4 47.5 73.3 0.1



Source: Nielsen Media Research

Note: 2005 rankings may be different from last year's Top 100 because of

updates to the Nielsen data

Tables cannot be republished without prior written permission from

Nielsen Media Research.





M&S - TV: 32.1%

Vauxhall - Radio: -35.2%

Dell - Press: 95.2%

Renault - TV: -41.6%

Microsoft - Cinema: 113.6%

British Airways - Outdoor: -25.1%

Capital One - TV: 64.5%

Abbey - Press: -35.0%





METHODOLOGY

All figures are estimated costs of buying media space based on factors

such as rate card, industry discounts and viewing figures. Data includes

TV, radio, consumer press, cinema and outdoor (excluding ambient,

international sites or point of sales). It does not include actual

billings or agency revenues.