Sydney – March 3, 2025 – 尼尔森 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.
零售、食品和电信业占主导地位，而金融机构和汽车业则有显著增长。
2024 年的 20 大广告商
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.”
2024 年投资额最高的广告类别
尽管面临经济压力，澳大利亚的广告商仍在各个领域分配了大量预算。其中的佼佼者是
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
同比增长最高的 5 个行业
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.
2025 年，随着与选举有关的活动，特别是联邦和西澳大利亚州选举的日益频繁，政府部门的广告投放将有更大的增长。
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, Facebook and Instagram).
关于尼尔森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.
注：尼尔森按公布的费率卡价值监测主要媒体的广告总支出。虽然某些媒体所有者会提供折扣，但费率并不公开。另请注意，类别和品牌/产品分组数字由尼尔森自行决定分组。
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丹-查普曼
dan.chapman@nielsen.com
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