Nielsen Ad Intel released its 2024 Advertising Spend Report, revealing the brands and sectors investing the most in media.
Retail, food, and telecommunications dominated, while financial institutions and automotive made significant gains.
Top 20 advertisers for 2024
1. Harvey Norman, 2. McDonald’s, 3. Woolworths, 4. Amazon.com, 5. Reckitt Benckiser. 6. Hungry Jacks, 7. Chemist Warehouse, 8. Toyota, 9. Coles, 10. KFC, 11. Telstra, 12. Commonwealth Bank, 13. Optus, 14. Disney, 15. Mondelez International, 16. Mitsubishi, 17. Youi, 18. Uber, 19. Apple, 20. ANZ
"Marketers aren’t just relying on advertising, they’re pushing it, because they know it works," said Monique Perry, Nielsen Pacific MD.
"They know it’s still the best and most economical way of forging lasting connections between brands and consumers.
"The key is top-tier data. It’s crucial if they want to get the edge on their competition."
Advertisers in Australia, despite economic pressures, allocated substantial budgets across various sectors.
The leaders:
1. Retail: $2.53b, 2. Motor Vehicles: $676.5m, 3. Communications: $663.8m, 4. Finance: $632.7m, 5. Travel & Accommodation: $607.5m, 6. Entertainment & Leisure: $537.1m, 7. Insurance: $435.8m, 8. Food: $409.9m, 9. Services: $327.9m, 10. Education & Learning: $304.7m
Nielsen Ad Intel's Pacific Commercial Lead, Rose Lopreiato said retail remains the powerhouse of ad spend, outpacing all other sectors, but automotive also continues to grow.
"In an increasingly competitive market, these insights are essential as advertisers refine their strategies and allocate budgets more effectively."
Advertising investment saw growth across multiple industries from 2023 to 2024.
Finance led the way with a 10% increase in ad spend. Utilities followed with a 5% rise, while motor vehicles saw a 4% uptick, as both Travel & Accommodation, along with Government, recorded a modest 2% increase.
Advertising in the Government sector is poised for greater growth in 2025 as election-related campaigns ramp up, notably the federal and WA elections.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.