Procter & Gamble returned to the top of the league table of the UK’s biggest-spending advertisers, increasing its spend to £195m last year.

Overall, UK organisations spent £1.84bn on advertising in 2010 despite gloomy economic forecasts, according to the Nielsen Company.

Last year’s biggest-spending advertiser, The Central Office of Information (COI), featured in the top 10 despite halving its ad spend from last year and a freeze on “non-essential” Government advertising spending shortly after the coalition government came into power in May.

The top 10 biggest-spending advertisers sourced by The Nielsen Company are listed below:

1. Procter & Gamble – £195m (£158m in 2009)
2. British Sky Broadcasting – £168m (£151m in 2009)
3. Unilever – £135m (£146m in 2009)
4. Tesco – £125m (£118m in 2009)
5. Central Office of Information – £113m (£228m in 2009)
6. Asda – £110m (£103m in 2009)
7. BT – £108m (£81m in 2009)
8. DFS – £94m (£101m in 2009)
9. Reckitt Benckiser – £75m (£83m in 2009)
10. Kelloggs – £73m (£82m in 2009)

The top 10 table reflects internet, direct mail and door drop spend for the year to 31 October; press, radio, cinema and outdoor spend for the year to 30 November; and TV advertising spend for the year to 5 December.