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Nielsen reveals Australian retail’s top 10 biggest Black Friday ad spenders

2 minute read | December 2023

Sydney – December 22, 2023 – Data released today by Nielsen Ad Intel, Australia’s most comprehensive ad spend monitoring service, has revealed which brands invested the most in advertising in the lead up to this year’s Black Friday sales.

Nielsen’s list of Australia’s Top 10 spending Black Friday advertisers is the result of detailed analysis, which delivers an accurate view of retail advertising trends and spending for the month of November 2023. 

Retail giant Harvey Norman topped the list, followed by Myer and Chemist Warehouse, respectively.

Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “These Ad Intel numbers for the Black Friday sales clearly show that retail’s ‘big guns’ are strongly backing advertising as the best way to connect brands with customers during one of the most competitive retail periods of the year.

The large ad budgets involved in Black Friday make it even more crucial for marketers to make the smartest decisions possible about how they invest those ad dollars, utilising the very best data to get an edge on their competition and maximise their ROI, which is what Ad Intel does best”. 

Click here to find out more about the latest Nielsen Ad Intel spend data.

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.

Note: Nielsen monitors gross advertising expenditure in major media at published rate card values. While discounts are made available from some media owners, rates are not openly available. Please also note that the category and brand/product groupings figures are grouped at Nielsen’s discretion.

About Nielsen

Nielsen shapes the world’s media and content as 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 audiences – now and into the future. Nielsen operates around the world in more than 55 countries.

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Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
+61 404 088 462