Top ten advertisers for 2015: retail dominance continues as big spenders tighten the purse strings

Nielsen has released its figures for the top ten advertisers in the calendar year for 2015, and it’s again a lineup of the usual suspects, with the nation’s major retailers taking seven of the positions on the list.

With an overall spend of $75 million, Foodstuffs invested the highest amount of any advertiser in 2015, followed by The Warehouse on $69 million and Harvey Norman on $68 million (interestingly, each of these businesses spent slightly less in 2015 than they did in 2014). 

Fourth position fell to Progressive, which after being the biggest spender in 2014 ($83 million) reduced its spend by over $20 million in the latest rundown.

While ad spend ebbs and flows from year to year, the drop in Progressive’s spend could at least in part be attributable to the retailer’s decision to pull back on print advertising last year.

In contrast to previous years, there were no banks among the big spenders this year, with ANZ dropping out after reducing ad spend from $45 million in 2014 to 31 million in 2015.  

When combined, the nation’s ten biggest advertisers contributed around $538 million to overall ad spend, down significantly on the top ten $610 million spent in 2014. The latest figure is also down on the amounts contributed in 2013 ($621 milllion) and 2012 ($542 million).     

The Warehouse, Harvey Norman, Unilever, Reckitt Benckiser and Mitre 10 were the other major retail players included in the top ten this year, while the other positions were taken by Vodafone, Spark and Brand Developers (read more on Brand Developers and the infomercial industry here.)

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