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 |