Australia's retirement sector recorded advertising growth of more than 10% over the past year, as millions of Australians either enter retirement or begin planning for life after work, according to the latest Nielsen data.
Nielsen Ad Intel data shows retirement sector advertisers invested $53.6 million in advertising between July 2025 and June 2026, up from $48.5 million during the previous 12-month period, a 10.4% increase.
The five largest advertisers in the retirement sector during the latest reporting period were:
- Palm Lake Group
- Silver Chain Group
- Ingenia Communities Group
- Ryman Healthcare Australia
- Aveo Group
Rose Lopreiato, Nielsen Ad Intel's Pacific commercial lead, said advertisers need to understand how competitors are spending as investment in the sector grows.
"As investment in the retirement sector grows, advertisers need to understand where competitors are spending and how their media strategies are changing," Lopreiato said.
More than 4.68 million Australians have already transitioned into retirement, representing 20.3% of the population. A further 3.09 million, or 13.4%, are considering or planning to retire within the next five years.
Retirement is also influencing the financial priorities of Australians well before they leave the workforce.
Almost one in three Australians, or about 7.27 million people, identify saving for retirement as a key investment priority over the next two to three years.
Ensuring retirement funds last as long as possible is also a priority for 15.5% of Australians, representing approximately 3.58 million people.
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