哈维诺曼荣登澳大利亚广告支出榜首，金融与旅游行业广告投放激增
Sydney – February 9, 2026 – Nielsen’s Biggest Ad Spenders of 2025 Report shows that Harvey Norman was Australia’s largest advertiser in 2025, with retail and major consumer brands once again dominating the country’s Top 20 advertiser rankings. The annual analysis, powered by 尼尔森Ad Intel, tracks advertising investment across the market and highlights where competition intensified year-on-year as brands fought harder to win attention across a rapidly evolving media environment.
尼尔森最新研究显示，广告投资正集中于澳大利亚人积极重新评估成本并货比三家的领域，其中金融与保险行业尤为显著，而零售业仍稳居市场主导地位。旅游与住宿行业广告支出同样攀升，反映出在竞争激烈的环境中需求强劲——航空公司、酒店、旅游机构及预订平台纷纷加大投入以保持品牌认知度。
尼尔森广告情报澳大利亚商业负责人罗丝·洛普雷亚托表示："如今，投放渠道的重要性已不亚于投放金额。零售业仍主导着整体广告投资，而金融、保险和旅游业正呈现更快的增长态势。广告主需要清晰把握竞争战场——既要锁定吸金最多的品类，也要关注压力日益增大的品牌。 Ad Intel这类独立测量工具能帮助营销人员精准定位竞争对手最活跃的时段和领域，从而让企业能够自信地投入资源、捍卫市场份额，并在消费者积极比价的品类中避免被对手压制。"
新一波入围企业重塑了2025年榜单格局，其中包括西太平洋银行、Big W、Stan Entertainment、Budget Direct、雀巢澳大利亚、安联保险、起亚汽车和澳洲航空。
2025年澳大利亚前20大广告主
1. 哈维诺曼, 2. 利洁时, 3. 亚马逊, 4. 汉堡王, 5. 西太平洋银行, 6. 麦当劳, 7. 药房仓库, 8. 联邦银行, 9. 伍尔沃斯, 10. 科尔斯, 11. Youi保险, 12. Big W, 13. 迪士尼, 14. 亿滋国际, 15. 澳洲航空, 16. 斯坦娱乐, 17. 预算直通车, 18. 雀巢澳大利亚, 19. 安联保险, 20. 起亚汽车
同比变化最显著的当属金融与保险行业。西太平洋银行以第五名的成绩跻身前二十强，而联邦银行则从第十二位跃升至第八位。保险品牌同样表现强劲，Budget Direct（第十七位）和安联（第十九位）双双进入前二十强，而Youi保险公司则从第十七位攀升至第十一位。
Retail remained the market’s dominant ad investor in 2025, attracting $2.312 billion, well ahead of every other category. Finance ranked second with $756 million, followed by Travel & Accommodation on $684 million, underscoring how fiercely brands competed in sectors tied to big household decisions and discretionary spending.
2025年广告投资额排名前20的类别
1. Retail: $2.312b, 2. Finance: $756m, 3. Travel & Accommodation: $684m, 4. Communications: $656m, 5. Motor Vehicles: $646m, 6. Entertainment & Leisure: $549m, 7. Insurance: $493m, 8. Food: $407m, 9. Services: $368m, 10. Computers: $348m, 11. Education & Learning: $302m, 12. Real Estate: $265m, 13. Community & Public Service: $264m, 14. Pharmaceutical: $230m, 15. Government: $224m, 16. Appliances (Home & Outdoor): $207m, 17. Clothing & Accessories: $172m, 18. Gambling: $171m, 19. Media: $152m, 20. Toiletries & Cosmetics: $152m
尽管经济压力持续存在，但投资在20个类别中的分布表明，品牌方仍将广告投放置于优先地位，以维护市场份额并保持品牌存在感。
金融板块领涨，上涨1.233亿美元（+19.5%），而保险板块上涨5720万美元（+13.1%）。
Travel & Accommodation also increased $76.5 million (+12.6%), suggesting demand remained strong, but competition for bookings intensified across airlines, accommodation providers, tourism organisations and booking platforms. There was also growth in Computers (+$52.4 million, +17.7%) and Services (+$40.1 million, +12.2%).
关于该报告
Nielsen’s “Australia’s biggest ad spenders of 2025” report provides an independent, comprehensive view of advertising investment across Australia, identifying the nation’s top advertisers, the categories attracting the highest spend, and the key shifts compared with 2024. The report is underpinned by Nielsen Ad Intel, offering an authoritative perspective on where the advertising market is heading, and what it signals about competition, consumer behaviour and brand strategy in the year ahead.
关于尼尔森Ad Intel
Ad Intel 提供当今最全面的跨平台广告情报。通过直观的软件，可以审查和比较跨媒体、公司、类别或品牌的广告活动以及历史数据。
请注意： 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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关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors 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).
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
