尼尔森 CMV/AdAd Intel 的最新研究显示，电力公司的广告支出猛增 14%，以应对澳大利亚人更换能源供应商的创纪录增长。
- 大量人员从 AGL 流向竞争对手的供应商
- 过去 12 个月能源行业广告支出最高者及类别广告支出
- 最担心电价上涨的州和地区
Sydney – July 3, 2024 – Recent Nielsen Consumer and Media View (CMV) data shows 82% of Australians are “concerned” about power prices, with more than 45% “very concerned”.
此外，超过 13% 的澳大利亚人在去年更换了能源供应商，还有 12% 的人计划在未来 12 个月内更换能源供应商。
在计划转用的人中，41% 多一点的人说他们的主要原因是成本，其次是服务可靠性（11.6%）、缴费方便性（8.5%）、供应商的节能想法（6.8%），再次是员工的礼貌和乐于助人（4.3%）。剩下的一小部分原因是当地社区的支持、绿色计划、地址转换的便利性以及网站的可用性。
尼尔森Ad Intel data also shows that to combat this growing lack of brand loyalty in the sector, energy providers spent more than $152 million on advertising between June 2023 and May 2024 – a 14% year-on-year increase.
在该行业广告投资排行榜上名列前茅的是：1.AGL、2.Origin Energy、3.Alinta Energy、4.Energy Australia 和 5.Engie.
在过去 12 个月中，近 14% 的 AGL 客户转投 Origin Energy，另有 8.7% 的客户转投 Energy Australia。
总体而言，Origin 是客户更换最多的供应商，占所有更换供应商的近 23%，其次是 Red Energy 和 Energy Australia。
在州和地区层面，维多利亚州人对能源供应商最不满意，其次是西澳大利亚州、北部地区、昆士兰州、新南威尔士州、南澳大利亚州，然后是塔斯马尼亚州，而堪培拉人则大多不以为然。
Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: “The increase in ad spend for the utilities sector reflects the growing need to attract and retain the burgeoning number of ‘energy nomads’ who often aren’t locked into contracts and take a better deal as soon as they see one. That makes it more crucial than ever to know in near-realtime what’s on offer from competitors, as well as where and how much they’re spending – the kind of data 尼尔森Ad Intel delivers quickly and efficiently.”
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics added: “While our data shows the demographic impact cost of living is having on Australian energy consumers, the importance to identify and segment consumers based on their needs and values remains critical. Understanding where and how to connect with these electricity segments can be the difference between retaining, and growing your customer base. The increasing lack of brand loyalty among Australians makes the need to leverage data, like Nielsen CMV, more crucial than ever.”
关于尼尔森
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.
了解更多信息，请访问 www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
媒体联系方式
丹-查普曼
dan.chapman@niesen.com
+61 4040884
