- Report reveals ad spend of 100 occasional food & beverage brands over last 10 years
- 十年间广告支出最多的行业
- 广告插播和媒体投放数量
- 改变 Aus 对食品和营销的态度
Sydney, Australia – 27 November, 2024 - Nielsen today released its 2024 Food and Beverage Report, delivering a comprehensive look at the evolving landscape of occasional food and beverage advertising and consumer sentiment in Australia over the last decade.
报告重点介绍了包括快餐巨头和新兴健康意识品牌在内的行业顶级企业如何在过去十年中调整战略，以在瞬息万变的媒体和消费环境中保持竞争力。
报告涵盖了一系列重要见解，揭示了主要广告商广告支出的大幅增长、媒体渠道的多样化以及消费者对食品选择和营销态度的转变。
报告还显示，随着媒体格局的演变，数字平台已成为食品和饮料广告商关注的焦点，在社交媒体的带动下，该行业的数字广告支出将在 2023 年超过传统形式。
除了重量级的快餐品牌，以健康为重点的品牌，如 Marley Spoon 和 Hello Fresh，也增加了广告投放，以迎合人们对更方便的膳食选择日益增长的需求。
虽然数字平台正迅速获得发展，但电视和户外仍是广告商寻求广泛覆盖的重要渠道。尼尔森的数据显示，尽管都市电视广告支出从 2014 年的 2.695 亿美元下降到 2023 年的 2.023 亿美元，但电视仍然是建立品牌知名度的重要媒体，都市电视目标受众评级点数（MTV TARPs）仍然是广告商旨在抓住广泛受众的关键指标。
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “Occasional food, beverages and quick service restaurants are major players when it comes to advertising to digitally savvy audiences, while capitalising on the broad reach of traditional media, like TV. Their ability to blend television, out-of-home, and social media campaigns has been a key factor in their success, sustaining market share as digital media increasingly drives the future of advertising, catering to consumer demand for more personalised and relevant content.”
报告还强调，消费者对食品和饮料广告对健康影响的认识在不断提高。到 2023 年，超过半数（51.1%）的消费者同意广告会助长儿童不健康的饮食习惯，而 2014 年这一比例为 48.2%。这种日益增长的担忧为品牌提供了重塑信息的机会，尤其是在公共卫生政策趋向于选择更健康的食品时。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics said: “As consumer preferences evolve, quality data has never been more crucial for marketers in the food and beverage sector. With detailed insights, brands can make more informed decisions, aligning their strategies to better meet the changing expectations of Australian consumers”.
尼尔森《2024 年食品和饮料报告》从即日起开始发售，该报告强调了行业广告支出、偶发性食品和消费者情绪之间的平衡。
*Source: Nielsen Ad Intel 2014 – 2023, & CMV 2014 -2023
关于尼尔森
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, 在 Facebook 上 和 Instagram).
About Nielsen’s 2024 Food & Beverage Report
Nielsen’s 2024 Food & Beverage Report offers an in-depth analysis of the Australian occasional food and beverage advertising landscape and its perceived influence on consumer habits and health outcomes covering 2014-2023.
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
