Coca-Cola was the biggest spender on outdoor advertising in December 2015, according to the latest Posterwatch report from PML Group.
The drinks company always advertises heavily around Christmas, and this year was no exception, with its Christmas campaign accounting for approximately €450k worth of spend. PepsiCo’s 7up Free campaign was a close second, accounting for €414k worth of spend, while Cadbury’s 'Unwrap Joy' campaign was a distant third, accounting for €261k worth of spend.
Other big spenders included Tropicana (€130k worth of spend), Walkers Crisps (€116k worth of spend), and Nestle Purina – Baker’s Dog Food (€101k worth of spend).
Retails Outlets upped their game significantly in the important Chirstmas period, standing head and shoulders above all other categories, accounting for €2.5 million worth of spend.
Telecoms were second with €1.66 million worth of spend, and Beers & Ciders also spent heavily on the important Christmas period, accounting for €1.24 million worth of spend.
Amy Burke, Marketing Executive at PML Group, commented, “Retail Outlets were the biggest category to spend on Outdoor advertising, with a significant market share of over 16%.
“A variety of retail stores advertised in cycles 25 and 26, including Lidl, SuperValu, Dunnes Stores and Tesco.”
She added that the Beers & Ciders category increased its spend significantly, noting that, “Diageo ran several Christmas campaigns for its brands, including Budweiser, Guinness Hop House 13 and Carlsberg.”
Burke singled out PepsiCo as one of the most significant advertisers for the month. It ran Christmas themed campaigns for 7up Free, Tropicana, and Walkers, all of which placed in the top five in the Food & Drinks category.
The figures contained in this report are based on published Media Owner rate cards and refer to display values only.
© 2016 - Checkout Magazine by Brian Dermody
