Sky regains pole position as Britain's biggest advertising spender

Charlie Spargo's picture
by Charlie Spargo

Sky has pulled ahead of Procter & Gamble (P&G) to be named biggest spender on traditional advertising in the UK once again.

Year-over-year, Sky increased spend by 44.1% in 2019 to reach a total of £178.8 million. P&G reduced traditional ad spend from £187.8 million in 2018 to £137.5 million - dropping 26.8%.

P&G is now the third biggest spender behind McDonald’s in second. The fast food giant increased its spend by 23.7%. In fourth was Amazon, which boosted its spend by 29.1% to reach £113.9 million. BT came fifth, reducing its outlay by 20% to £87.3 million.

The categories covered in this data includes spending on cinema, outdoor, press, radio and TV adverts. In all, YoY increase in traditional ad spend was £55 million, taking total ad spend to a massive £1.05 billion.

Places six to 10 were taken by Reckitt Benckiser, producers of Dettol, Air Wick and Veet; Unilever; Tesco; Camelot; and Asda, respectively.