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Advertising Spend: Retailers
PositionCompaniesSpend (Discounted) (£)Y-o-Y %% of All Retail Advertising
1 McDonald's Restaurants Ltd £85,293,911 26.17% 3.71%
2 LiDL £75,668,634 -3.90% 4.32%
3 DFS £66,646,050 7.46% 3.40%
4 Aldi £64,594,905 3.29% 3.43%
5 Asda £59,158,883 -23.50% 4.24%
6 Currys & PC World Megastore £52,316,896 3.06% 2.79%
7 Sainsbury's £52,062,869 -6.42% 3.05%
8 Morrisons £51,395,720 14.68% 2.46%
9 Tesco £44,384,962 -30.77% 3.52%
10 Marks & Spencer £44,030,102 -18.65% 2.97%
11 Argos £41,801,119 5.78% 2.17%
12 Amazon* £37,832,118 92.58% 1.08%
13 KFC £32,051,342 -5.71% 1.87%
14 Boots £31,718,282 3.29% 1.69%
15 Very.co.uk £28,594,776 22.20% 1.28%
16 Ikea * £25,760,345 37.92% 1.03%
17 Co-operative Stores £25,652,702 -5.37% 1.49%
18 SCS £25,575,085 26.24% 1.11%
19 Iceland £25,461,007 -3.09% 1.44%
20 Oak Furniture Land £24,584,383 0.86% 1.34%
  TOTAL (Top 20) £894,584,093 1.47% 48.39%
  TOTAL (All) £1,864,929,663 2.35% 100.00%

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Advertising Spend: Brand Owners
PositionHolding CompaniesSpend (Discounted) (£)% of All
Holding Companies		% Diff Total P1/P2
1 Procter & Gamble £159,717,150 10.51% 25.50%
2 Unilever £95,671,618 6.30% -21.16%
3 L'Oreal (UK) £77,104,283 5.07% 0.42%
4 Mars UK £72,330,483 4.76% -10.80%
5 Reckitt Benckiser £56,441,079 3.71% -0.37%
6 Nestle £41,955,579 2.76% 8.35%
7 Coca-Cola £38,718,134 2.55% 5.32%
8 Mondelez International * £35,145,920 2.31% 33.49%
9 Groupe Danone £33,965,004 2.24% 10.14%
10 PepsiCo £31,391,422 2.07% 16.59%
  TOTAL (Top 10) £642,440,672 42.27% 3.17%
  TOTAL (All) £1,519,670,615 100.00% 1.86%

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Advertising Spend: FMCG Sectors
PositionFMCG Sectors2016Y-o-Y (%)All FMCG sector advertising spend
1 Confectionery £171,360,299 13.13% 10.15%
2 Household - Stores £153,586,076 18.13% 8.71%
3 Food - Dairy £136,619,625 -2.07% 9.35%
4 Hair Care £119,711,179 3.96% 7.72%
5 Fragrances £101,105,978 8.12% 6.27%
6 Drinks - Non Alcoholic £100,079,660 13.94% 5.89%
7 Drinks - Alcoholic £98,492,562 -8.48% 7.21%
8 Skin Care £92,979,544 1.25% 6.16%
9 Dental £68,527,187 -0.64% 4.62%
10 Cosmetics* £54,541,531 8.19% 3.38%
  TOTAL (Top 10) £1,097,003,641 5.85% 69.46%
  TOTAL (All) £1,519,670,615 1.86% 100.00%

* New

Top 100 Advertising Spend: FMCG Brands
Last year's rankThis year's rankBrandsHolding Companies2016 (£m)2015 (£m) YOY (%)
5 1 Christian Dior Groupe LVMH £16.0 £13.8 16.0%
11 2 Head & Shoulders Procter & Gamble £15.7 £9.8 61.0%
74 3 Boots No.7 Walgreens Boots Alliance £14.6 £10.6 37.2%
4 4 Dettol Reckitt Benckiser £14.5 £11.8 22.3%
3 5 Vanish Reckitt Benckiser £14.0 £13.5 3.6%
2 6 Chanel Chanel Ltd £12.4 £15.9 -21.6%
17 7 Cadbury Dairy Milk Mondelez International £12.3 £9.9 24.2%
43 8 Ariel Procter & Gamble £11.6 £5.9 96.6%
37 9 Pantene Pro-V Procter & Gamble £11.2 £8.6 30.2%
1 10 Coca-Cola Coca-Cola £11.1 £14.7 -24.7%
8 11 Muller Corner Muller Dairy UK Limited £10.8 £10.5 3.4%
68 12 Fairy Procter & Gamble £10.7 £8.1 32.0%
88 13 Coca-Cola Zero Sugar Coca-Cola £10.7 £4.2 152.4%
6 14 Galaxy Mars UK £10.5 £10.9 -3.0%
18 15 Cadbury Mondelez International £10.4 £9.0 16.1%
15 16 McCain McCain Foods £9.9 £9.2 8.2%
12 17 L'Oreal Paris Elvive L'Oreal (UK) £9.8 £9.5 2.5%
72 18 Maltesers Mars UK £9.4 £4.9 92.8%
97 19 Flora Unilever £9.2 £11.8 -21.8%
62 20 Gillette Procter & Gamble £9.1 £7.2 26.8%
39 21 Lenor Procter & Gamble £9.1 £6.1 48.4%
90 22 Lynx Unilever £8.8 £7.5 16.7%
NEW 23 Maybelline New York L'Oreal (UK) £8.7 £8.0 8.6%
36 24 Lucozade Energy Suntory Holdings £8.7 £6.5 33.2%
10 25 Muller Light Muller Dairy UK Limited £8.6 £9.8 -12.4%
NEW 26 Persil Unilever £8.6 £4.2 104.9%
82 27 Walkers Crisps PepsiCo £8.5 £6.4 32.2%
80 28 Olay Total Effects Procter & Gamble £8.4 £4.5 85.0%
20 29 Sensodyne GlaxoSmithKline £8.3 £7.7 7.6%
NEW 30 Revlon MacAndrews & Forbes £8.3 £1.8 353.7%
38 31 Quorn Monde Nissin Corporation £8.3 £6.2 33.1%
16 32 Kinder Ferrero UK £8.1 £9.1 -11.5%
NEW 33 Garnier Ultimate Blends L'Oreal (UK) £8.0 £5.6 42.9%
22 34 Guinness Diageo Plc £8.0 £8.1 -1.5%
31 35 Oral-B Pro Procter & Gamble £7.8 £4.5 74.9%
41 36 Pedigree Mars UK £7.7 £6.1 27.3%
27 37 Nescafe Nestle £7.5 £8.5 -11.7%
NEW 38 Pepsi Britvic £7.5 £2.7 180.2%
24 39 Haribo Haribo Dunhills £7.3 £7.5 -1.9%
48 40 Jacob's Yildiz Holding £7.2 £4.0 81.8%
25 41 Clairol Nice 'n Easy Procter & Gamble £7.2 £6.4 11.8%
85 42 Air Wick Reckitt Benckiser £7.0 £4.3 64.3%
13 43 Danone Activia Groupe Danone £7.0 £9.3 -24.9%
19 44 Listerine Johnson & Johnson £6.9 £8.0 -13.4%
44 45 Corsodyl GlaxoSmithKline £6.9 £5.9 17.7%
58 46 Hugo Boss Hugo Boss £6.9 £5.3 30.1%
32 47 Stella Artois Anheuser-Busch InBev £6.8 £6.7 0.4%
70 48 Kit Kat Nestle £6.7 £4.9 37.0%
76 49 Max Factor Procter & Gamble £6.7 £6.6 1.7%
40 50 Paco Rabanne Paco Rabanne £6.6 £6.1 8.2%
      Total (top 50)  £466.1 £388.2 21.0%
             
             
79 51 M&M's Mars UK £6.6 £4.5 45.0%
59 52 Danone Actimel Groupe Danone £6.6 £5.3 24.3%
7 53 Dove Unilever £6.5 £13.5 -51.7%
NEW 54 Lurpak Arla Foods £6.5 £3.2 103.2%
9 55 Warburtons Warburtons Limited £6.3 £10.1 -38.1%
53 56 Flash Procter & Gamble £6.2 £5.5 12.4%
NEW 57 Hellmann's Unilever £6.2 £3.7 67.1%
NEW 58 Ferrero Ferrero UK £6.2 £3.7 64.5%
NEW 59 Gucci Fragrances Pinault Printemps-Redoute £6.0 £3.7 62.4%
21 60 Finish Reckitt Benckiser £6.0 £7.7 -21.6%
NEW 61 Yves Saint Laurent Saint Laurent Paris £6.0 £3.2 83.8%
46 62 Aptamil Groupe Danone £6.0 £5.7 3.8%
NEW 63 Red Bull Red Bull £5.7 £3.8 49.8%
NEW 64 Strongbow Heineken UK £5.6 £3.8 50.2%
51 65 PG Tips Unilever £5.6 £5.6 1.1%
69 66 Cow & Gate Groupe Danone £5.5 £4.9 11.5%
54 67 L'Oreal Paris Revitalift L'Oreal (UK) £5.5 £5.5 0.1%
23 68 Wrigley's Extra Mars UK £5.5 £7.5 -27.7%
47 69 Dolmio Mars UK £5.5 £5.7 -4.7%
34 70 Rimmel London JAB Holding £5.4 £6.6 -18.1%
92 71 Cravendale Arla Foods £5.4 £4.1 32.7%
63 72 Febreze Procter & Gamble £5.4 £5.1 5.8%
NEW 73 Tresemme Expert Selection Unilever £5.4 £0.4 1156.3%
NEW 74 Arla Skyr Arla Foods £5.3 £2.9 80.0%
61 75 Lindt Lindor Chocoladefabriken Lindt & Sprungli £5.2 £5.2 0.4%
NEW 76 Werther's Original August Storck KG £5.2 £3.7 41.9%
91 77 Mars Confectionery Mars UK £5.1 £5.2 -2.0%
NEW 78 Nivea Daily Essentials Maxingvest AG £5.1 £2.7 87.9%
NEW 79 Gillette Venus Procter & Gamble £5.1 £3.6 41.2%
NEW 80 Marc Jacobs JAB Holding £5.1 £3.1 66.7%
NEW 81 Felix Nestle £5.0 £3.0 68.9%
NEW 82 Estee Lauder Estee Lauder £4.9 £6.9 -29.0%
NEW 83 McVitie's Digestives Yildiz Holding £4.9 £1.3 279.8%
NEW 84 Colgate Total Colgate-Palmolive £4.9 £3.7 32.2%
35 85 Doritos PepsiCo £4.8 £6.6 -27.0%
NEW 86 Tropicana Pure Premium PepsiCo £4.7 £1.5 216.9%
NEW 87 Tetley Tata Group £4.7 £3.9 19.6%
NEW 88 Lindt Excellence Chocoladefabriken Lindt & Sprungli £4.7 £3.1 52.5%
NEW 89 Aussie Hair Care Procter & Gamble £4.6 £3.1 47.6%
NEW 90 Schwarzkopf Henkel KGaA £4.6 £0.6 627.7%
NEW 91 Sure Unilever £4.6 £6.7 -31.4%
14 92 Kellogg's Special K Kellogg's £4.6 £9.2 -50.1%
55 93 Nivea Q10 Maxingvest AG £4.6 £6.8 -33.3%
87 94 Thatchers thatchers £4.5 £4.3 5.2%
NEW 95 Lavazza Lavazza £4.4 £3.4 28.3%
66 96 SMA John Wyeth & Brother Limited £4.3 £5.0 -12.5%
65 97 Andrex Kimberly Clark Corporation £4.3 £5.0 -13.3%
49 98 Diet Coke Coca-Cola £4.3 £5.6 -24.5%
NEW 99 Fage Total Yoghurt Fage £4.3 £2.8 50.5%
75 100 Yorkshire Tea Bettys & Taylors Group £4.2 £4.8 -12.1%
      Total (top 100)  £466.1 £1,013.0 16.7%
      Total (all)  £1,522.0 £1,490.7 1.9%

Source: The Advertising Report was supplied to The Grocer by Ebiquity. Notes: 1. Figures relate to spend on TV, press, cinema, radio, and outdoor media for the 52 w/e 31 December 2015. It excludes door drops, direct mail and online advertising. 2. All figures are estimates based on advertising rates in 2015, including discounted rates. 3. Figures relate to spend on advertising space only and do not include production costs, etc. (Ebiquity estimates that spend on space is on average 10 times that spent on production, save a few notable exceptions). * like-for-like total does not include Vidal Sassoon