Big spenders in October 2016’s outdoor advertising were Musgraves with Centra in the Retail Outlets category, and Coke Zero Sugar in FMCG, according to the latest Posterwatch report from PML Group.
Centra made a big push this month, accounting for approximately €446k worth of spend. With the category as a whole coming to €1.3 million, that means the retailer accounted for a third of the total spend, with the greatest part of that being Small Format advertising.
Coke Zero Sugar accounted for €381k worth of spend in the FMCG category. Considering Coke Zero Sugar in McDonald’s, a distinct campaign, also accounted for €325k worth of spend, that is a significant emphasis.
Other big spenders in the category include Tayto (€332k worth of spend), Kellogg’s Cereal Bars (€204k worth of spend) and Nicotine (€155k worth of spend).
In terms of categories, Finance topped the lists, with Retail Outlets just behind, accounting for €1.3 million worth of spend. Beers & Ciders accounted for €1 million worth of spend, and Food, Soft Drinks, and Confectionary & Snacking accounting for €926k, €864k, and €622k worth of spend respectively.
Amy Burke, marketing executive at PML Group said, “Finance continued to be the highest spending category on Out of Home in October, with a market share of 10% across cycles 21 and 22.
“Retail Outlets was the second largest spending category in cycles 21 and 22 with a market share of 8.9%. Shopping centres and department stores were very active in October, as well as supermarkets. Arnotts, Stephens Green Shopping Centre and Brown Thomas all ran on OOH and Brown Thomas’s campaign included a sparkling Golden Square off Wexford Street; the largely monochrome poster featured a splash of colour and a dress created from Spangleys.
“Tesco, Topaz and Lidl ran on OOH in October and Musgrave Group was one of the top advertisers for the month due its campaigns for Centra and SuperValu.
Burke also commented on the Beers & Ciders category, noting that Diageo and Heineken both ran on Outdoor in October and feature in the top 10 of advertisers for the month.
© 2016 - Checkout Magazine by Donncha Mac Cóil
