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CLOSE-UP: LIVE ISSUE - ADSPENDS. How four of the biggest advertisers spent in 2002.(advertising spending for O2, Orange, Toyota, and Procter and Gamble)
Why did some advertisers extend their commitment to certain media in 2002? Most readers will be surprised to hear that advertising spend among the UK's 100-biggest advertisers actually rose last year, according to the latest data from Nielsen Media Research. These companies parted with a massive pounds 3.27 billion, up 11.8 per cent from 2001.
The biggest growth medium was outdoor, which attracted pounds 269 million in billings, up from pounds 146 million the previous year. Press too saw a substantial rise: from pounds 692 million to pounds 792 million over the same period. TV remained more or less constant, receiving pounds 1.96 billion in billings, while radio rose from pounds 136 million to pounds 153 million. Cinema's many blockbusters attracted pounds 93 million, compared with pounds 84 million the previous year.
Here Campaign asks four advertisers who have increased their commitment to a particular medium to explain their thinking.
O2
Outdoor spend 2001: pounds 114,000 - 0.38 per cent of total
Outdoor spend 2002: pounds 2.9m - 9 per cent of total
The mobile operator O2's advertising spend remained flat in 2002, but it re-focused its media mix with a massive emphasis on outdoor.
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