Stan joins Australia’s highest-spending advertisers in 2023
Stan Entertainment has jumped into Nielsen’s list of Australia’s Top 10 highest spending advertisers for the first half of 2023, as it attempts to increase subscriber numbers in a crowded market.
The top spender for the first half of the year was Harvey Norman, which will come as no surprise to those who’ve flicked on the radio, or watched a football match of late.
The retail giant was followed by McDonald’s and Woolworths, respectively. The fourth highest-spender was Reckitt Benckiser, parent company of brands Stepsils, Air Wick, Dettol, Gaviscon, Nurofen, and many other products, while Amazon came into fifth place as the ‘everything’ store continues its expansion in Australia.
The only new entry in the list is Stan Entertainment, who has debuted in sixth place as it attempts to wrest market share from the likes of Netflix and Disney+.
“These Ad Intel numbers for the first half of the year clearly show that marketers are backing advertising as the best, most cost-effective way to connect brands with customers, while also keeping them engaged,” said Nielsen Ad Intel’s Australia commercial lead, Rose Lopreiato.
“What they also demonstrate is that marketers need to be more savvy than ever about how they invest those ad dollars, utilising the very best data to get an edge on their competition and maximise their ROI.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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Their numbers and transparency behind them are so unreliable, the service is basically not even worth using anymore.
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Sportsbet? Surely they are in the top ten? How is this measured?
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Try getting a straight answer from them. Anyone basing any kind SOV analysis is providing inaccurate investment decisions based on seriously flawed data.
I am a believer of something is better than nothing, however it’s so fundamentally inaccurate that I can’t understand why anyone would subscribe to it, let alone present it to clients.
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The vast majority of the Stan spend I’m sure will be on the 9 Network, Nine newspapers and radio. It is ‘in-house’ spend and not real $ being transacted. This is nothing new, all media companies with multiple assets do the same and have done over the years.
Nielsen should include a notation (they used to) stating this fact. It is still a fair measure of media value, but not actual $’s.
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