Retailers spent a combined $2.56 billion in 2023 in Australia in 2023, topping the advertising spend league, according to data by Nielsen Ad Intel.
The ad spend monitoring service says advertising spend by motor vehicles increased 10%, travel was up 6% and insurance by 7%.
Retail topped the list, followed by communications at $818 million, then motor vehicles at $661 million.
The travel and accommodation sector had a significant investment of $596 million.
Fifth was entertainment and leisure with a 2023 ad investment of $583 million.
“In a year marked by massive shifts in consumer behaviour and changes in the way Australians consume media, these numbers highlight the strategic recalibration brands are making to remain relevant," says Nielsen AdIntel's Australia Commercial Lead, Rose Lopreiato.
"Retail's record $2.56 billion investment in advertising reflects the need for retailers to advertise to stay connected with consumers as they diversify how and where they purchase."
The 20 highest spending advertisers of 2023 in Australia HERE
The top 20 categories by ad spend for 2023:
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