P&G shoots into fourth position with £2.8m outdoor spend

Procter & Gamble, the UK’s biggest advertiser, has soared from 24th to fourth place in the league table of outdoor advertisers over the past two years.

P&G’s &£2.8m upweighted outdoor spend and first-time move into formats larger than six sheets has been revealed in research published by outdoor specialist Concord.

Insiders suggest the move reflects P&G’s decision to increase its spend in non-broadcast media, having built its business through TV advertising.

P&G brands advertised through outdoor over the past year include Sunny Delight, Max Factor, Febreze, and the Ariel washing powder range. Last year, P&G handed its &£150m TV-buying and &£5m outdoor business to Starcom.

The Concord research shows roadside outdoor advertising generated &£86.4m in the third quarter of this year, representing a 12.2 per cent rise year on year.

Nestlé was the biggest outdoor advertiser in the last quarter, spending &£7.6m. Next came Vauxhall with &£4.3m, and Peugeot with &£3.5m.