Nielsen reveals top ad spenders for H1 2022, with government shelling out most ad dollars
Nielsen has today released data that reveals the top ad spenders in the country. The federal election and COVID comeback saw the Commonwealth Government secure the top spot at the list of biggest ad spenders in the first half of 2022.
Victoria’s state government trailed by in second place, followed by homewares giant Harvey Norman and the NSW government in fourth place. Total government spend came to $196.6 million for the first six months of the year.
Clive Palmer’s Group of Companies, which largely bankrolled United Australia Party’s political ads, came in at number six on the list.
Categorically, the the biggest ad spenders by industry for H1 2022 were retail ($1.155 billion), followed by communications ($540.3 million), and finance ($383.7 million).
The travel and accommodation industry came in at sixth with a spend of $259.6 million, followed by services with $243.3 million and computers at $232.5 million.
In at ninth was the insurance spending $218 million and rounding out the top ten was education and learning with $218 million.
Top 20 advertisers/group
1 Government Commonwealth
2 Government Victoria
3 Harvey Norman Holdings
4 Government NSW
5 News Corporation
6 Clive Palmer Group of Companies
7 Wesfarmers
8 Nine Entertainment Co.
9 Woolworths Group
10 Amazon.com, Inc.
11 Suncorp Group
12 McDonald’s Restaurants
13 Coles Group
14 Telstra Corporation
15 Singapore Telecommunications Limited
16 Commonwealth Bank Australia
17 Government Queensland
18 Industry Superfund
19 Reckitt Benckiser
20 Toyota Motor Corporation Australia
Top 20 industries (and estimated spend)
1 Retail $1,155.1 billion
2 Communications $540.3 million
3 Finance $383.7 million
4 Entertainment & leisure $317.7 million
5 Motor vehicles $270.9 million
6 Travel/accommodation $259.6 million
7 Services $243.3 million
8 Computers $232.5 million
9 Insurance $218 million
10 Education & learning $218 million
11 Government $196.6 million
12 Food $192.7 million
13 Real estate $178.2 million
14 Community/public service $139.9 million
15 Gambling/gaming $128.2 million
16 Media $123.1 million
17 Pharmaceutical $98.2 million
18 Political $96.7 million
19 Appliances home & outdoor $94.6 million
20 Clothing & accessories $87.7 million
