Pepsi Max was the biggest spender on Outdoor advertising in Food & Drink for October 2014, according to the latest Posterwatch report from PML Group.
The soft drink brand accounted for €530k worth of outdoor spend during the month, well ahead of Kinder Surprise in second, which accounted for €226k worth of spend, and Kellogg’s Nutri-Grain in third, which accounted for €149k worth of spend.
Other big spenders in the period included Fanta (€143k), Nestlé Kit Kat Chunky (€141k) and Nescafé Dolce Gusto (€129k).
Food was the fourth biggest category in terms of Outdoor advertising spend for the period, accounting for a total spend of €1.27 million, an increase of 41% on 2013. Confectionery and Snacking, however, saw a decrease of 64% compared to 2013, with expenditure just above €800k.
Boosted by Pepsi's increased spend, Soft Drinks saw a 12% increase in spend to €826k.
Beers and Ciders saw a 11% increase in Outdoor spend to just over €1 million. Carlsberg was the highest ranked alcoholic beverage on the list, with spend of over €194k.
Pepsi Max was also the biggest spender on Outdoor overall during the period, ahead of mobile phone operator Three (€346k) and Zurich Pensions (€326k).
"Telecoms and Finance dominated the top 10 campaigns in October taking three places each: Three, eircom Business and Vodafone 4G along with Zurich Pension, VHI Healthcare and Irish Life," said PML Group. "PepsiMax extended its highly successful burst while McDonald’s and Kinder Surprise were also highly visible. The main increases in categories versus last year could be seen in Tourism & Travel, Food, QSRs and Energy."
The data used to compile the Posterwatch report are based on published Media Owner rate cards and refer to display values only.
© 2014 - Checkout Magazine by Robert Moloney
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