Sky Overtakes P&G as Top Advertiser in UK

Sky has taken over Procter & Gamble as the UK's biggest spender on traditional advertising, according to Nielsen data. The telecommunications company increased its year-on-year spend by 2.7% to £197.1m in 2017. This puts Sky ahead of P&G, which had previously held the top spot.

Nielsen data shows that Procter & Gamble saw a decline in its traditional advertising spend last year, whereas Sky's spending increased by over 2%. The reason behind this shift is unclear, but it may indicate a change in marketing strategies for these two FMCG giants.