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 April '22 £	Radio Share % MAT April '22	MAT April '21 £	Change % year on year
1	Camelot Group Plc	18,219,761	22.49	16,101,311	13.16
2	HM Government	18,177,976	30.85	40,938,035	-55.60
3	Sky UK Ltd	17,616,142	9.47	16,310,128	8.01
4	McDonalds Restaurants Ltd	17,542,089	12.13	17,290,810	1.45
5	Webuyanycar.com	14,147,772	40.48	7,119,407	98.72
6	Tesco Plc	14,090,099	10.79	11,688,621	20.55
7	Vodafone Ltd	11,956,747	19.27	12,623,082	-5.29
8	Walt Disney Co Ltd	11,500,254	31.13	12,448,064	-7.61
9	Sainsburys Supermarkets Ltd	11,089,374	11.46	9,494,890	16.79
10	BT Ltd	11,046,700	16.38	11,415,665	-3.23
11	Indeed (US)	10,893,058	47.37	5,156,422	111.25
12	TalkTalk Group	9,738,998	19.32	8,778,003	10.95
13	Cinch Cars Limited	9,599,178	23.92	3,748,105	156.11
14	Direct Line Insurance Plc	8,925,846	21.43	8,677,027	2.87
15	Public Health England PHE	8,794,673	14.46	4,389,078	100.38
16	Jet2.com Ltd	8,497,978	13.07	2,379,231	257.17
17	Tesco Mobile Ltd	7,967,567	19.7	8,455,673	-5.77
18	Amazon (UK) Ltd	7,486,167	4.2	5,164,121	44.96
19	British Gas Plc	7,293,438	26.37	7,506,499	-2.84
20	Boots UK Ltd	7,114,753	17.32	3,839,055	85.33

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	Buying Agency	MAT April '22 £	Radio Share % MAT April '22	MAT April '21 £	Change % year on year
1	OMD Group UK	124,090,251	12.17	141,084,733	-12.05
2	MediaCom London	122,814,410	11.3	116,460,734	5.46
3	MediaCom Manchester	39,269,744	18.78	25,569,739	53.58
4	phd Ltd	35,591,471	6.97	35,845,425	-0.71
5	Zenith	32,476,877	7.81	28,656,182	13.33
6	The7stars	32,431,034	8.8	27,956,257	16
7	Direct (In House) Advertising	31,604,317	5.59	24,374,435	29.66
8	Wavemaker	31,491,842	6.36	28,281,463	11.35
9	Mindshare Media Uk Ltd	27,171,138	5.29	26,735,212	1.63
10	Carat (London) Ltd	25,118,672	8.14	29,507,012	-14.87
11	Essence	23,552,402	4.54	19,335,034	21.81
12	Goodstuff Communications	23,090,436	7.69	12,727,707	81.42
13	iProspect	22,457,678	12.62	22,294,758	0.73
14	m/SIX	21,892,080	12.33	16,290,106	34.39
15	Havas Media	21,543,927	8.36	16,560,312	30.09
16	UM London	19,267,414	11.5	9,504,870	102.71
17	Spark Foundry	18,704,400	7.88	16,943,109	10.4
18	Carat (Manchester) Ltd	17,401,388	11.28	11,934,541	45.81
19	Initiative Media London	15,938,166	5.22	12,260,408	30
20	Starcom	13,431,606	3.38	19,403,958	-30.78

As a specialist, RadioWorks bought airtime to the value of £20,436,041 on behalf of over 150 agencies during the last MAT to July 2020.

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.

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	Creative Agency	MAT April '22 £	Radio Share % MAT April '22	MAT April '21 £	Change % year on year
1	Adam & Eve DDB	48,996,135	11.92	45,959,414	6.61
2	VCCP	40,739,466	9.86	32,298,751	26.13
3	Leo Burnett Ltd	34,231,528	12.45	26,756,726	27.94
4	Bartle Bogle Hegarty (BBH)	32,459,107	11.93	36,495,265	-11.06
5	Saatchi & Saatchi	30,480,625	9.12	28,419,035	7.25
6	Engine	27,347,615	14.12	34,898,048	-21.64
7	The&Partnership	24,823,902	15.57	16,749,399	48.21
8	Karmarama	22,654,506	18.65	21,278,550	6.47
9	McCann UK	22,594,299	6.46	30,549,845	-26.04
10	Ogilvy & Mather	21,748,360	15.96	28,710,015	-24.25
11	Wieden & Kennedy	19,471,415	13.38	13,876,939	40.31
12	Abbott Mead Vickers BBDO Ltd	18,016,726	10.83	26,387,904	-31.72
13	Brothers And Sisters	17,697,866	30.84	11,497,275	53.93
14	Direct (In House) Advertising	15,094,556	2.32	6,595,266	128.87
15	Mullenlowe London	12,980,922	14.58	29,836,892	-56.49
16	Mother Ltd	11,893,198	7.02	9,938,374	19.67
17	Ima Home	9,905,081	11.08	3,246,903	205.06
18	Publicis Poke	9,367,077	9.22	7,987,704	17.27
19	Pablo	8,797,304	7.8	5,389,210	63.24
20	Wonderhood Studios	8,728,395	13.94	2,211,726	294.64

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	Planning Agency	MAT April '22 £	Radio Share % MAT April '22	MAT April '21 £	Change % year on year
1	MediaCom London	128,283,235	11.05	121,311,806	5.75
2	OMD Group UK	106,862,130	11.27	127,778,894	-16.37
3	Wavemaker	44,625134	7.97	36,926,455	20.85
4	PHD Ltd	35,591,471	6.97	35,845,425	-0.71
5	MediaCom Manchester	33,800,919	19.40	20,851,908	62.10
6	Direct (In House) Advertising	33,576,899	5.93	27,664,340	21.37
7	Zenith	32,482,066	7.81	28,676,297	13.27
8	The7stars	32,431,034	8.81	27,956,257	16.01
9	Mindshare Media UK Ltd	27,171,138	5.29	26,735,212	1.630531300818
10	Carat (London) Ltd	25,116,738	8.14	29,507,012	-14.88
11	Essence	23,552,402	4.53	19,335,034	21.81
12	iProspect	22,457,678	12.6	22,119,732	1.53
13	m/SIX	21,892,080	12.33	16,290,106	34.39
14	Havas Media	21,543,927	8.61	16,560,312	30.09
15	Goodstuff Communications	20,810,407	7.14	12,508,398	66.37
16	UM London	19,554,805	11.65	9,621,550	103.24
17	Spark Foundry	18,349,092	7.74	16,476,074	11.37
18	Carat (Manchester) Ltd	17,401,051	11.28	11,934,541	45.80
19	Initiative Media London	15,938,166	5.22	12,260,408	30.00
20	Starcom	14,445,678	3.62	19,403,958	-25.55

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	Product sectors	MAT April '22 £	Radio Share % MAT April '22	MAT April '21 £	Change % year on year
1	Entertainment & Leisure	138,550,326	8.2	116,760,735	18.66
2	Finance	106,164,269	8.34	95,032,496	11.71
3	Motors	98,587,986	15.7	89,446,269	10.22
4	Government Social Political Organisation	95,746,388	10.57	124,299,141	-22.97
5	Telecoms	83,461,780	12.2	78,096,189	6.87
6	Retail	68,979,504	11.39	46,172,972	49.39
7	Travel & Transport	67,561,893	8.28	24,483,570	175.95
8	Food	64,227,988	6.26	63,281,642	1.5
9	Business & Industrial	47,732,835	10.06	36,185,663	31.91
10	Online Retail	30,025,754	7.44	26,890,123	11.66
11	Household Equipment & Diy	27,731,652	6.34	21,845,497	26.94
12	Computers	22,810,053	3.45	15,870,126	43.73
13	Health & Wellbeing	21,576,414	5.1	16,054,058	34.4
14	Electronics, Household Appliances & Tech	17,954,562	4.51	20,148,725	-10.89
15	Media	17,537,073	5.76	13,205,360	32.8
16	Drink	12,224,817	3.11	9,483,282	28.91
17	Property	9,016,594	3.84	6,793,892	32.72
18	Mail Order	5,882,877	2.02	1,998,078	194.43
19	Household FMCG	5,494,707	1.94	6,670,492	-17.62
20	Gardening & Agriculture	4,157,103	7.94	2,026,410	105.15