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The top 20 advertisers in Australia for 2019

Chris Pash
By Chris Pash | 29 July 2019

Retailers are the big spenders when it comes to advertising in Australia, according to 2018-19 financial year estimates by Nielsen.

Nielsen's Ad Intel shows the big retailers combined spending more than $1.6 billion over the 12 months to the end of June.

Homeware retailer Harvey norman spent $151 million,  Wesfarmers (with its portfolio of retailers including a part year for Coles which is now separately listed on the ASX) spent $132.5 million, and supermarket chain Woolworths $118.8 million. 

Across the top 20 industries, advertising spend combined was $7.747 billion.

Of the top 10 industries, only two reported year on year increases in ad spend.

The increase in the Travel & Accommodation category was largely driven by cruising companies promoting international cruise offers. The top three international cruise companies: Norwegian Cruise Line Ltd, Viking River Cruises Australia P/L, Princess Cruise Lines Limited. Travel Agent ad spend also contributed to the overall category increase. The top three travel agent spenders: Trip A Deal,  Inspiring Vacations, Flight Centre.

Media reported the second largest increase (+13%) within the top 10 industries. Subscription Television services reported a 22% increase compared to the same period last year. 

Foxtel dominated the category share of spend with a significant push on their new 'I want it all' campaign earlier this year offering sports, drama and entertainment plans. 

Alcoholic Beverages also reported a notable rise in ad spend. The top Alcoholic Beverage spenders;  Diageo Australia Ltd, Beam Suntory Australia Pty Ltd, Campari Australia Pty Ltd. 

The top ten advertisers overall: Harvey Norman; Wesfarmers (Coles, Bunnings, Officeworks, Target, Kmart); Woolworths; Commonwealth Government; Victorian Government ; NSW Government; Toyota; Clive Palmer Group Of Companies (election spending); McDonalds Family Restaurants; Foxtel.

The top 20 advertisers are listed below in an interactive chart.

Nielsen's Ad Intel spend estimates include metropolitan and regional free-to-air television, metropolitan and select regional newspapers, select consumer magazines, broadcast metropolitan radio, national out of home, national cinema and digital display and pre-roll video, but no search, social or in-app spend.

The Nielsen Ad Intel 2019 Top Advertisers Report looks at the advertising spend volumes across Australia's Top 20 Advertiser Groups/Advertisers and the Top 20 competitive categories/industries, between July 2018 to June 2019.

(NOTE: Nielsen Ad Intel aims to produce the most complete and accurate estimates of advertising expenditure in Australia and we continually refine and improve these estimates as the media landscape in Australia evolves, meaning that the estimates of ad spend provided in this report are correct at the time of release, but are subject to change.)



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