Retail tops industry ad spend in first half 2021, finds Nielsen Ad Intel

Nielsen Ad Intel has released the latest data on media investment across key media in Australia for the first half of 2021.

The retail sector topped ad spending across the first half of 2021, with the largest share of advertising being attributed supermarkets, food outlets (takeaway/restaurants) and household furnishings. Harvey Norman Holdings has topped the rankings for brands spend.

The past year has seen advertisers shifting the focus of budgets and messaging to adapt to changes in caused by the pandemic.

Nielsen Ad Intel commercial lead, Rose Lopreiato said: “We are seeing more brands play their part in helping businesses back on their feet since the beginning of the pandemic. Importantly, this isn’t just an arena for banks and large conglomerates to play in, even smaller brands can help business owners, employees or those now unemployed in a way that is unique to them.” 


Top industries for ad spend of H1 2021, source Nielsen Ad Intel [click to enlarge]

The communications category is the second largest sector with internet content services, internet providers and mobile communications contributing significantly to the category’s overall spend.

For group level spend, Harvey Norman retained the top spot for major retail advertisers. Government ad spend increased significantly in the first half of the year, with the bulk share being the Federal Government and the Victorian Government.

The NSW Government has increased their visibility in recent weeks following restrictions being implements, however it was not enough to make a notable mark on overall spend over the six month reporting period.

Also featuring in the top ten are Australian companies Suncorp Group, Woolworths, Coles Group and Wesfarmers, which owns Bunnings Warehouse, Kmart Group, and Officeworks.

Top advertisers of H1 2021, source Nielsen Ad Intel [click to enlarge]


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