Following several massive election campaigns, the Commonwealth and Victorian governments took home first and second positions on Nielsen’s list of the top 20 ad spenders in Australia for the first half of 2022.
NSW government and Clive Palmer’s group also placed highly on the list, with Queensland making it 5 government spenders within the top 20.
Harvey Norman, which usually dominates these lists, fell to third behind Scomo’s federal spend and the Victorian government, with Westfarmers and Woolworths Group joining in on the top ten action.
News Corp, Nine Entertainment Co. and Amazon rounded out the top ten, with the Commbank coming in as the top bank in 16th.
Retail was the leading industry in spending, racking up $1.1 billion to outperform communications ($540.3 million) and finance ($383.7 million). Interestingly, the government sector only ranked 11th on the industry scale ($196.6 million).
Arnaud Frade, Head of Commercial and Growth for Nielsen Asia-Pacific added, “According to Nielsen’s ROI Report media spend needs to be between 1 per cent and 9 per cent of revenue to stay competitive. To make sure that investment targets the right audiences in the most effective way, marketers need Nielsen Ad Intel Solution for quality intelligence to differentiate themselves from the competition and carve out the best path forward for their brand or media property.”
Check out the full list, which includes both the top 20 advertisers/groups and the top 20 industries, here.
