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Retail Intelligence

7Up The Biggest Spender In Food & Drink OOH In May

7Up Free Mojito was the biggest spender on outdoor advertising in the Food & Drink category in May 2016, according to the latest Posterwatch report from PML Group.

The drinks brand accounted for approximately €333k worth of spend, well ahead of its nearest competitors in Lucozade Energy, which accounted for €181k and Lyon's Tea which takes third place for May with a spend of approximately €170k.

Other big spenders during the period included Nestlé Kit-Kat (€161k worth of spend), Barry's Tea (€148k worth of spend), and Galaxy Duet (€147k worth of spend).

In terms of categories, the Retail Outlets category once again accounted for the highest level of Outdoor spend for the month (€1.7 million) thanks to big campaigns from Aldi(€297k), Tesco(€274k) and Lidl(€208k). The Retail Outlets category finished just ahead of Beers & Ciders, which accounted for €1.26m worth of spend, and Finance, which accounted for €1.01 million.

When it comes to the off-trade there has been plenty of activity with campaigns from Heinken Light(€317k), Captain Morgan(€254k), Jameson(€250k) and Guinness Hop House 13(€227k) all registering in the top 15 campaigns in terms of spend in May.

Amy Burke, marketing executive at PML Group said, "Retail Outlets is the number one category for the third month in a row, with a strong market share of 11.3%. Supermarkets was a particularly active subcategory in cycles 10 and 11, with Lidl, Tesco, SuperValu and Aldi all running OOH campaigns – the latter also features in the top 10 advertisers for the month."

The figures contained in this report are based on published Media Owner rate cards and refer to display values only.

Picture courtesy of 7Up Free on Facebook.

© 2016 - Checkout Magazine by Niall Swan

 

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