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Retail Intelligence

HB Magnum The Biggest Spender On Outdoor Advertising In April

HB Magnum was the biggest spender on outdoor advertising in April, according to the latest Posterwatch report from PML Group.

The ice cream brand readied itself for summer by accounting for approximately €258k worth of spend, ahead of Barry's Tea, which accounted for €219k worth of spend, and Cadbury Oat Crunch, which accounted for €192k worth of spend.

Other big spenders during the period included Ribena (€157k worth of spend), Robinson's Squash'd (€151k worth of spend), and Pringles Tortilla Chips (€146k worth of spend).

In terms of categories, the Finance category accounted for the highest level of Outdoor spend for the month (€1.7 million), just ahead of Beers & Ciders (€1.5m worth of spend).

The highest spending alcoholic beverages were Bulmers, whose 'Not A Moment Too Soon' campaign accounted for €370k worth of spend, Coors Light, which accounted for €272k worth of spend, and Smithwick's (€209k).

According to the report, 'Leading health insurers VHI, GloHealth and Laya Healthcare ran substantial campaigns in the run up to the LCR deadline of April 30th. This in large part accounted for Finance being the leading category on the medium with a year on year rise of 54%. Iconic cider brand Bulmers returned to the medium in style with it’s “Not a Moment too Soon” campaign prominent on billboards, T-Sides, Adshel and more'.

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

© 2015 - Checkout Magazine by Stephen Wynne-Jones

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