Advertising spend by Australia's retail sector fell 5% to $1.74 billion in 2019, according to estimates by Nielsen of the top 20 industry sectors by ad spend.
The dip fits with other economic commentary showing a fall in consumer confidence in the face of a federal election and low wage growth.
But retail is still the biggest single industry sector when it comes to advertising spend.
In the top 20, the Travel and Accommodation category shifted to second with an 8% rise in ad spend to $792.6 million, largely driven by cruising companies promoting offers.
Media reported the largest increase, up 26%, within the top 10 industries with most spend attributed to subscription TV services.
The Communications sector spend rose by 14% with a focus on internet content services
Insurance advertisers increased media spend by 11% with brand campaigns leading the charge along with Automotive and Home/Content Insurance.
The top 20:
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