Australian advertisers world’s biggest spenders based on population size
Australian brands spend more on advertising to each individual consumer than any other country in the world, an analysis of global spending data by Mumbrella reveals.
Based on this week’s global adspend figures released by media agency Zenith Optimedia, Australia comes out on top, with advertisers annually spending US$495.41 per capita in 2010. This is just ahead of US spend of $485.54 per head.
Zenith Optimedia’s report placed Australia as the eighth largest advertising market by overall adspend which amounts to just over $11bn.
But Australia’s relatively small population of 22m moves it up the league table when it comes to ad spend per head.
In third place was Japan, spending US$46bn and a population of 129.9m – a per capita spend of US$355.16.
Despite China having the third largest adspend in the world of US$26.12bn, when balanced against its 1.339bn population, the nation spends just $19.50 per capita.
The report forecasts a global increase in adspend by 3.6% in 2011 and 5.3% in 2012 to see Australia remain in eighth place overall in 2013. The report only assesses the top ten biggest spending ad markets so it is possible there are smaller markets where the per capita spend is higher.
The world’s top ten ad markets per capita:
| Adspend (US$m) | Population | Per capita (US$) | ||
| 1. Australia | 11,246 | 22,724,616 | 495.41 | |
| 2. USA | 151,665 | 312,316,000 | 485.54 | |
| 3. Japan | 46,153 | 129 950,000 | 355.16 | |
| 4. Germany | 23,791 | 81,751,602 | 291.02 | |
| 5. Canada | 10,041 | 34,605,000 | 290.16 | |
| 6. UK | 18,086 | 62,435,709 | 289.68 | |
| 7. France | 12,564 | 65,821,885 | 190.88 | |
| 8. Italy | 10,296 | 60,626,442 | 169.83 | |
| 9. Brazil | 14,716 | 190,732,694 | 77.16 | |
| 10. China | 26,122 | 1,339,724,852 | 19.51 | |
Good news for us, then!
As for Brazil, is this working, then?
http://www.businessweek.com/in.....505580.htm
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Interesting list. Would love to know what the percentage of adspend is government spend in each country. Any suggestions of where to find that information?
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Another stunning piece of zo research that is of no use to anyone.
Bit like the agency in my experience.
Needs a cost benchmark to even be of some interest to someone. To my mind this more reflects the relative costs of advertising than a voracious appetite to spend money.
Saw the exact same thing presented the other day in an online context. Wghere a 30% growth in the australian market was being used to show explosive growth in advertising appetite in the medium.
But they omitted to mention voss had risen by 40% in the same period.
But who would know really?
Wish I had the time to Invest on something as pointless as this.
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Does this mean that Australian companies are getting much worse return on investment for their advertising budget compared to other countries?
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What they should do is then included GDP per capita into the equation because then at least it would show the relative value of each of those people.
As for Government advertising spend James W there is a very good University of Melbourne publication that highlights that while Australia is in the top 5 per capita for government advertising spend this is usually based on analysis of federal or national government spend only and that if all levels of Government are included (State and Local) then Australia is typically clearly ahead of all other countries.
Did the study look at CPM on TV in Australia?I think you will find the cpm’s we pay are 4 to 7 times most other developed markets.In fact Australia is slightly more expensive than even NZ!With probably the highest cpm’s in the world no wonder we are at the top of the spend per pop’n charts.As Opti are part of globally represented company get them to do a CPM comparison and moderate the figures to an equal CPM basis and see where we come out on a pop’n basis then.
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I wonder what would happen if you overlayed these stats with stats for the fattest people on earth. US, OZ and Germany have largest proportions of obese people so they say, and they are the most advertised to. Is there a correlation between obesity and advertising?
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