每年，《MarketingTribune》和尼尔森都会联合推出 "百大广告主 "排行榜。这是对所有主要广告商媒体支出的年度分析概述。在攀升幅度最大的新一届前三名中，不乏引人注目的名字。
100 强的总体情况是，由于电视和网络使用的增加，媒体总支出有所增加，但户外活动的使用增加幅度较小。电视支出增长超过 13%，网络支出增长 16.6%，户外活动支出增长 10%。减少最多的还是印刷品：大众杂志减少了 14%以上，行业杂志减少了 9%，日报减少了 5%。
广告商
No major changes are visible in the Top-100 Advertisers. KPN is back in the top 10, the telecom group has reduced its media budget in recent years, but is now spending more on media again. Blokker’s position is striking – from 113 to 22 – while the company is not doing well. Also striking: Procter & Gamble is almost as big as Unilever on television. For a long time, Unilever was by far the largest advertiser on television.
Neck to neck race P&G and Unilever
电视上的 25 大广告商显示，联合利华和宝洁的广告支出紧随其后。Albert Heijn 和 Jumbo（第 3 位和第 4 位）也几乎没有差别。Lidl 紧随其后，排在第 8 位。
在广播支出方面，雷诺汽车品牌仍然是绝对的王者，紧随其后的是 T-Mobile 和屈臣氏。在在线广告主 25 强中，Coolblue 仍然是绝对的第一名，紧随其后的是上升势头迅猛的 Baxshop.nl 和雷诺。
零售能力
In the Top 100 Brands (ie not advertisers) – with total media spending – it appears that the big 3 in supermarket land, Albert Heijn, Jumbo and Lidl, together with Kruidvat, make up the top-4. In addition to the remarkable advance of Blokker, this top also includes the arrival of Hyundai from place 65 to 21 and the increase of the Ministry of Health, Welfare and Sport from place 98 to 34.
更多的媒体预算
The top 3 biggest climbers in the past year were led by Blokker (increase from 113 in 2017 to position 22 in 2018 with more than 33 million euros extra budget); Albert Heijn is in second place (from 4 to 3 with an extra budget of 23.4 million euros) and in third place is P&G Netherlands (same position this year as in 2017, but in 2018 with an additional 22.2 million euros in media budget).
本文最初发表于《营销论坛报》2019 年 3 月 12 日第 5 期。
