Sky topples P&G as biggest UK traditional media ad spender while market constricts

Sky dethroned P&G in UK traditional media ad spend in 2017, according to research from Nielsen. Nonetheless, spend on the likes of cinema, direct mail, door drops, outdoor, press, radio and TV advertising was down by 3.5%.
Traditional media comprised 60% of all UK marketing spend, constricting faster than an industry-wide spend reduction of around 2.5% or £258.1m.
Many in the industry tout the benefits of mobile and digital spend, but leading a counterargument is P&G CMO Marc