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



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