Which Australian advertisers spent the most in 2023?

Harvey Norman is the highest spending Australian advertiser according to the latest data from Nielsen Ad Intel.

The report compiles analysis of advertising trends and spending between January and December 2023 to deliver a top 20 ranking of the advertisers spending the most in the Australian market.

According to the list, retail and quick-service restaurants were amongst the highest spending categories.

Behind Harvey Norman was grocery giant Woolworths and fast food chain McDonalds, while FMCG group Reckitt Benckiser and e-commerce giant Amazon took fourth and fifth place respectively.

Telstra was the highest spending telco, in eight position, two spots ahead of Optus, while Sportsbet was the only gambling service to make the top 20, in 16th place.

Uber made its top 20 debut in 19th position and Toyota was the top spending auto brand of 2023 in 14th place.

Notably, whilst the top 10 ranking has remained fairly similar since the first half iteration of the report, streaming service Stan has dropped from 6th place, to land outside of the top 20 spending advertisers.

Rose Lopreiato, Nielsen Ad Intel’s Australia commercial lead, said: “The Ad Intel spend data for 2023 is pretty telling – marketers aren’t just relying on advertising, they’re its biggest champions. They know it’s still the best and most economical way of forging lasting connections between brands and consumers. Top-tier data, like that provided by Nielsen Ad Intel, is crucial if you want to get the edge on your competition.”


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