Biggest NZ advertising spenders of 2021 revealed

Data released by Nielsen Ad Intel today has delivered insights into how much New Zealand businesses and industries invested in advertising last year, as they contended with Covid-19.

The analysis delivers an accurate view of advertising trends and spending between January and December last year, compiled with the most comprehensive source of advertising intelligence commercially available.

Which industry spent the most on advertising in 2021?

When it came to ad spend, Nielsen Ad Intel rankings showed the Retail sector was the clear winner in 2021, investing almost $548 million as the sector competed for house-bound New Zealanders keen for some retail therapy. As a result, the boom in retail ad spend was largely due to the big box stores, as well as an increase in online retail.

In second place, with an ad spend of just over $525 million, was Government Departments, Services & Community.

Leisure and Entertainment came in third, advertising heavily during the pandemic to support the small to medium business customers.

Radio and Television remained the top advertising category for the Leisure, Entertainment industry, however much of its $428 million ad spend also focused on helping businesses stay on their feet, while incentivising consumers to shop local.

Nielsen Ad Intel’s Commercial Lead, Nick Whitehead, says: “Last year, we saw a strong recovery to the ad spend market, along with more competition between e-commerce retailers.

“We also saw an increase in the number of brands adapting their strategies to maintain their customer base. Our Ad Intel data shows that some brands were more effective at this than others. That’s why it’s crucial to have the right data and insights. It’s the best way to ensure you’re resonating with consumers and getting the most out of your ad budget.”

At an advertiser group level, the Ministry of Health increased their ad spend markedly, fueled by multiple Covid campaigns, encouraging vaccination, social distancing, and various public health measures.

In addition, The Warehouse Group maintained its position as New Zealand’s largest retail advertiser, followed by Harvey Norman and Foodstuffs NZ Ltd.

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