Top Radio Spenders
Find out the top 20 advertisers, agencies or product sectors across the latest 12 months. Information is updated on a monthly basis using Nielsen data.
| Advertiser | MAT Dec '18 £ | Radio Share % | MAT Dec '17 £ | Change % Year on Year |
|---|---|---|---|---|
| Source: Nielsen Ad Dynamix | ||||
| Sky Uk Ltd | 17,339,908 | 13.64 | 22,050,398 | -21.36 |
| Mcdonalds Restaurants Ltd | 16,953,969 | 13.7 | 12,097,181 | 40.15 |
| Bt Ltd | 15,835,270 | 13.07 | 17,629,100 | -10.18 |
| British Gas Plc | 11,329,226 | 31.87 | 13,009,321 | -12.91 |
| Vodafone Ltd | 9,074,964 | 14.24 | 5,623,593 | 61.37 |
| Camelot Group Plc | 8,496,737 | 15.58 | 6,297,386 | 34.92 |
| Talktalk Group | 8,090,318 | 34.56 | 5,529,529 | 46.31 |
| Smart Energy Gb | 8,047,399 | 23.22 | 6,991,359 | 15.1 |
| Vauxhall Motors Ltd | 8,025,445 | 21.6 | 4,335,566 | 85.11 |
| Direct Line Insurance Plc | 7,934,382 | 19.58 | 4,631,826 | 71.3 |
| Asda Stores Ltd | 7,653,783 | 10.37 | 6,783,667 | 12.83 |
| Tesco Plc | 7,643,476 | 9.9 | 7,554,637 | 1.18 |
| Lidl Uk Gmbh | 7,007,636 | 11.38 | 7,168,740 | -2.25 |
| Dreams Plc | 6,788,755 | 27.43 | 6,858,781 | -1.02 |
| Ebay Inc | 6,624,146 | 26.59 | 7,530,437 | -12.04 |
| Now Tv | 6,550,248 | 19.85 | 4,546,672 | 44.07 |
| B&q Plc | 6,148,767 | 19.15 | 7,059,900 | -12.91 |
| Cooperative Food | 5,975,547 | 23.96 | 6,359,115 | -6.03 |
| Amazon (Uk) Ltd | 5,903,035 | 5.81 | 4,327,895 | 36.4 |
| Plusnet Ltd | 5,780,754 | 21.18 | 6,557,147 | -11.84 |
Click here for the archive
| Buying Agency | MAT Dec '18 £ | Radio Share % | MAT Dec '17 £ | Change % Year on Year |
|---|---|---|---|---|
| Source: Nielsen Ad Dynamix | ||||
| Mediacom London | 121,542,511 | 11.85 | 105,739,372 | 14.95 |
| Omd | 60,408,601 | 7.65 | 55,461,727 | 8.92 |
| Wavemaker | 47,233,143 | 6.02 | 73,692,003 | -35.9 |
| Carat (London) Ltd | 43,619,098 | 10.06 | 58,376,487 | -25.28 |
| Phd Ltd | 39,046,055 | 8 | 33,705,588 | 15.84 |
| Mindshare Media Uk Ltd | 27,750,082 | 5.48 | 36,779,758 | -24.55 |
| Blue 449 | 26,250,897 | 10.79 | 23,514,484 | 11.64 |
| Starcom | 24,300,911 | 5.14 | 22,021,504 | 10.35 |
| Essence | 24,175,844 | 12.32 | 0 | 0 |
| M/six | 19,771,606 | 14.58 | 11,169,283 | 77.02 |
| Zenith | 19,578,154 | 4.79 | 13,015,560 | 50.42 |
| The7stars | 15,221,248 | 4.74 | 14,684,538 | 3.65 |
| Advertising Excellence | 14,503,300 | 68.76 | 11,248,120 | 28.94 |
| Vizeum Uk Ltd | 14,376,081 | 5.65 | 18,167,917 | -20.87 |
| Goodstuff Communications | 13,352,807 | 11.22 | 12,307,833 | 8.49 |
| Hearts & Science | 11,911,308 | 12.17 | 9,694,198 | 22.87 |
| Carat (Manchester) Ltd | 11,748,169 | 8.06 | 8,733,101 | 34.52 |
| Mediacom Manchester | 11,551,844 | 6.93 | 15,589,826 | -25.9 |
| Initiative Media London | 10,248,141 | 5.71 | 11,271,820 | -9.08 |
| Havas Media | 9,597,341 | 6.67 | 11,002,273 | -12.77 |
As a specialist, RadioWorks bought airtime to the value of £28,189,394 on behalf of over 150 agencies during the last MAT to November 2018.
Moving annual totals calculated from Nielsen Media Research
Figures includes all Commercial Radio station advertising for the most recent 12 months complete records. These figures have been calculated using the Historic agency list from Nielsen Media Research, which gives more accurate figures for a full 12 months of expenditure.
Click here for the archive
| Creative Agency | MAT Dec '18 £ | Radio Share % | MAT Dec '17 £ | Change % Year on Year |
|---|---|---|---|---|
| Source: Nielsen Ad Dynamix | ||||
| Abbott Mead Vickers Bbdo Ltd | 46,014,587 | 10.57 | 44,837,958 | 2.62 |
| Ogilvy & Mather | 34,076,888 | 15.96 | 31,475,497 | 8.26 |
| Mccann-Erickson Advertising Ltd | 31,034,758 | 8.96 | 18,541,256 | 67.38 |
| Adam & Eve Ddb | 25,859,389 | 8.45 | 21,027,530 | 22.98 |
| Wcrs | 25,853,305 | 12.49 | 28,612,993 | -9.64 |
| Vallance Carruthers Coleman Priest | 23,687,656 | 7.63 | 22,945,645 | 3.23 |
| Bartle Bogle Hegarty (Bbh) | 21,975,488 | 8.62 | 17,949,474 | 22.43 |
| Saatchi & Saatchi | 20,909,410 | 10.78 | 17,550,778 | 19.14 |
| Leo Burnett Ltd | 18,021,572 | 8.66 | 27,051,127 | -33.38 |
| Karmarama | 17,990,060 | 10.8 | 16,913,454 | 6.37 |
| M&c Saatchi | 16,566,849 | 16.69 | 12,776,722 | 29.66 |
| Publicis London | 10,902,210 | 5.59 | 8,683,413 | 25.55 |
| Tbwa London | 10,749,002 | 5.57 | 11,301,157 | -4.89 |
| Radioville Ltd | 8,590,284 | 100 | 6,670,750 | 28.78 |
| The&partnership | 7,722,532 | 7.37 | 8,863,498 | -12.87 |
| Mother Ltd | 7,576,799 | 6.63 | 10,064,129 | -24.71 |
| Anomaly London | 7,238,260 | 14.03 | 6,043,036 | 19.78 |
| Mullenlowe London | 6,741,986 | 10.73 | 4,348,346 | 55.05 |
| Krow Communications | 6,676,199 | 6.9 | 5,365,284 | 24.43 |
| Grey London | 6,518,609 | 2.82 | 7,844,190 | -16.9 |
Click here for the archive
| Planning Agency | MAT Dec '18 £ | Radio Share % | MAT Dec '17 £ | Change % Year on Year |
|---|---|---|---|---|
| Source: Nielsen Ad Dynamix | ||||
| Mediacom London | 126,718,895 | 11.32 | 111,826,471 | 13.32 |
| Omd | 60,410,154 | 7.64 | 55,452,449 | 8.94 |
| Wavemaker | 50,349,383 | 6.34 | 77,959,733 | -35.42 |
| Phd Ltd | 39,046,055 | 8 | 33,705,588 | 15.84 |
| Carat (London) Ltd | 32,050,701 | 7.85 | 44,919,547 | -28.65 |
| Mindshare Media Uk Ltd | 28,569,963 | 5.67 | 37,091,021 | -22.97 |
| Blue 449 | 26,202,802 | 10.77 | 23,514,484 | 11.43 |
| Starcom | 24,300,911 | 5.14 | 22,021,504 | 10.35 |
| Essence | 24,175,844 | 12.32 | 0 | 0 |
| M/six | 19,771,606 | 14.7 | 10,835,539 | 82.47 |
| Zenith | 19,598,701 | 5.33 | 13,042,428 | 50.27 |
| The7stars | 15,225,930 | 4.74 | 14,689,919 | 3.65 |
| Advertising Excellence | 14,503,300 | 68.76 | 11,248,120 | 28.94 |
| Vizeum Uk Ltd | 14,356,027 | 5.68 | 18,167,917 | -20.98 |
| Goodstuff Communications | 13,352,807 | 11.23 | 12,307,833 | 8.49 |
| Hearts & Science | 11,911,308 | 12.17 | 9,694,198 | 22.87 |
| Carat (Manchester) Ltd | 11,747,343 | 8.06 | 8,687,043 | 35.23 |
| Initiative Media London | 10,248,141 | 5.71 | 11,271,820 | -9.08 |
| Havas Media | 9,597,341 | 6.91 | 11,002,273 | -12.77 |
| Mediacom Manchester | 8,912,142 | 6.31 | 13,069,755 | -31.81 |
Click here for the archive
| Product Sectors | MAT Dec '18 £ | Radio Share % | MAT Dec '17 £ | Change % Year on Year |
|---|---|---|---|---|
| Source: Nielsen Ad Dynamix | ||||
| Entertainment & Leisure | 110,830,947 | 8.45 | 97,140,269 | 14.09 |
| Finance | 110,125,354 | 8.89 | 91,946,265 | 19.77 |
| Motors | 101,463,774 | 14.62 | 117,855,342 | -13.91 |
| Telecoms | 68,737,707 | 10.57 | 63,617,145 | 8.05 |
| Government Social Political Organisation | 63,636,113 | 13.79 | 65,390,702 | -2.68 |
| Travel & Transport | 61,560,054 | 7.6 | 62,875,448 | -2.09 |
| Retail | 56,827,018 | 11.01 | 63,094,365 | -9.93 |
| Household Equipment & Diy | 45,865,789 | 9.87 | 48,210,008 | -4.86 |
| Food | 42,537,591 | 5.01 | 36,273,752 | 17.27 |
| Business & Industrial | 35,562,771 | 11.52 | 45,710,086 | -22.2 |
| Electronics, Household Appliances & Tech | 23,240,842 | 5.71 | 22,592,331 | 2.87 |
| Media | 21,153,876 | 9.42 | 22,134,391 | -4.43 |
| Online Retail | 18,839,584 | 8.38 | 16,548,413 | 13.85 |
| Computers | 16,416,631 | 3.57 | 15,201,956 | 7.99 |
| Property | 15,898,368 | 10.69 | 13,534,756 | 17.46 |
| Pharmaceutical | 15,278,995 | 4.94 | 14,850,888 | 2.88 |
| Drink | 12,198,959 | 3.82 | 13,967,136 | -12.66 |
| Cosmetics & Personal Care | 6,658,221 | 1.08 | 4,714,751 | 41.22 |
| Gardening & Agriculture | 4,859,215 | 10.84 | 5,495,941 | -11.59 |
| Clothing & Accessories | 4,536,664 | 1.24 | 2,834,821 | 60.03 |