Credit: Holly Mandarich via Unsplash https://unsplash.com/@hollymandarich
Australian outdoor and sports retailers increased advertising spend 4% to $91.9 million in 2025, with social media attracting the largest share at $39.9 million, according to Nielsen Ad Intel data.
Anaconda was the biggest spender at $17.6 million, followed by BCF at $13 million and Rebel Sport at $6.6 million.
Metro TV attracted $20 million in spend, general display $11.4 million, regional television $10.8 million and out-of-home $4.3 million.
Strategies diverged significantly across the category. Anaconda and BCF backed broad reach across television, social and digital display, while 4WD & Outdoor Supacentre leaned heavily into social and radio.
Kathmandu was overwhelmingly social-led, while Macpac remained more television-focused than competitors.
Spend peaked in November and December as retailers competed for consumers during key promotional periods.
The category is competing for a large audience, with around 15.4 million Australians identifying as outdoor enthusiasts through fishing, camping or bush walking.
The audience skews slightly male (53.8%) with close to two-thirds aged under 55, and is concentrated among 18-39 year olds.
"Brands are making very different choices about where and how they invest to stay visible," said Rose Lopreiato, Pacific commercial lead at Nielsen Ad Intel.
"Some are backing broad reach across television, social and display, while others are placing more focused bets on specific channels."
Nielsen CMV data found 73.3% of outdoor enthusiasts say they would spend more for quality goods, while 66.9% hold off buying until products go on sale — suggesting an audience that values quality but responds strongly to promotions and timing.
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