Sydney – March 3, 2025 – Nielsen Ad Intel, Australia’s most comprehensive ad spend monitoring service, today released its 2024 Advertising Spend Report, revealing the brands and sectors investing the most in media and the key shifts in trends, year-on-year.
Sektor ritel, makanan, dan telekomunikasi mendominasi, sementara lembaga keuangan dan otomotif mencatat keuntungan yang signifikan.
20 pengiklan teratas untuk tahun 2024
1. Harvey Norman, 2. McDonald’s, 3. Woolworths, 4. Amazon.com, 5. Reckitt Benckiser. 6. Hungry Jacks, 7. Chemist Warehouse, 8. Toyota, 9. Coles, 10. KFC, 11. Telstra, 12. Commonwealth Bank, 13. Optus, 14. Disney, 15. Mondelez International, 16. Mitsubishi, 17. Youi, 18. Uber, 19. Apple, 20. ANZ
Monique Perry, Nielsen Pacific MD said: “The Ad Intel spend data for 2024 is pretty telling – marketers aren’t just relying on advertising, they’re pushing it, because they know it works. They know it’s still the best and most economical way of forging lasting connections between brands and consumers. The key is top-tier data. It’s crucial if they want to get the edge on their competition. Nielsen’s extensive data suite has become essential for any brand, agency, advertiser, or marketer focused on using data to stay ahead of the curve, or more importantly, their competition”.
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, added: “Retail remains the powerhouse of ad spend, outpacing all other sectors, but automotive also continues to grow. In an increasingly competitive market, these insights are essential as advertisers refine their strategies and allocate budgets more effectively. Nielsen Ad Intel remains the industry benchmark for tracking advertising investment trends, and gives the clearest, most actionable insights into Australia’s dynamic ad market.”
Kategori iklan dengan investasi tertinggi pada tahun 2024
Meskipun ada tekanan ekonomi, para pengiklan di Australia mengalokasikan anggaran yang cukup besar di berbagai sektor. Para pemimpinnya adalah:
1. Retail: $2.53b, 2. Motor Vehicles: $676.5m, 3. Communications: $663.8m, 4. Finance: $632.7m, 5. Travel & Accommodation: $607.5m, 6. Entertainment & Leisure: $537.1m, 7. Insurance: $435.8m, 8. Food: $409.9m, 9. Services: $327.9m, 10. Education & Learning: $304.7m
5 Sektor teratas dengan pertumbuhan tertinggi dari tahun ke tahun
Advertising investment saw growth across multiple industries from 2023 to 2024. Finance led the way with a 10% increase in ad spend. Utilities followed with a 5% rise, while motor vehicles saw a 4% uptick, as both Travel & Accommodation, along with Government, recorded a modest 2% increase.
Periklanan di sektor Pemerintah siap untuk pertumbuhan yang lebih besar pada tahun 2025 seiring dengan meningkatnya kampanye terkait pemilihan umum, terutama pemilihan umum federal dan WA.
Tentang Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
About Nielsen Ad Intel
Ad Intel provides the most complete source of cross-platform advertising intelligence available today. With intuitive software, review-and-compare ad activity across media, company, category or brand, plus historical data.
Catatan: Nielsen memantau belanja iklan bruto di media besar dengan nilai kartu tarif yang dipublikasikan. Meskipun diskon tersedia dari beberapa pemilik media, tarif tidak tersedia secara terbuka. Harap diperhatikan juga bahwa angka-angka pengelompokan kategori dan merek/produk dikelompokkan berdasarkan kebijaksanaan Nielsen.
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