Retailers dominate advertising

There was a time, not so long ago, when brands dominated advertising. Not any more.

In the United Kingdom last year, according to Nielsen:

• Retailers were the top 3 advertisers – Asda, Tesco and Morrisons.

• Retailers accounted for 5 of the top 10 – including Aldi and Sainsbury’s – all spending more than £40 million.

Amongst brand owners:

• Procter & Gamble, Unilever and Nestlé were 4, 5 and 6.

• Coca-Cola at £30 million was 12, PepsiCo at £9 million was 38, Britvic at £8 million was 43 and Red Bull at £6 million was 50.

• Heineken at £30 million was 13, Diageo at £25 million was 17, Molson Coors at £15 million was 27 and Anheuser-Busch InBev at £13 million was 31.