Sky has overtaken Procter & Gamble to retake the title of the biggest UK spender on traditional advertising.

Sky increased spend by 44.1% year on year in 2019 to take its outlay for the year to £178.8m as it promoted services including its parental control system for internet access and Wifi guarantee. It also ran high-profile campaigns featuring Idris Elba for its Sky Q service and launched its first Christmas campaign with an extension to ET’s story.

Procter & Gamble, meanwhile, reduced its traditional ad spend from £187.8m in 2018 to £137.5m last year – a decline of 26.8% and the biggest percentage drop among the top 10 spenders.

P&G is now the third biggest spender, behind McDonald’s, which increased its spend by 23.7% last year to £151.6m. Its marketing push focused on new products including its range of wraps and extended breakfast offerings.

Amazon increased spend by 29.1% to £113.9m, making it the fourth biggest spender, with campaigns for products including Amazon Echo and the content available on Amazon Prime, particularly its live Premier League football.

Sourced through Scoop.it from: www.marketingweek.com