Pepsi Max was the biggest spender on Outdoor advertising in Food & Drink for September, according to the latest Posterwatch report from PML Group.
The campaign, which focused on the brand’s ‘Live For Now’ message, accounted for €493k of spend, well ahead of Mondelez’ The Natural Confectionery Company, which accounted for €314k worth of spend.
Fellow Mondelez brand Cadbury accounted for €306k worth of spend, with Brennan’s Bread (€203k) and Tuc Bacon Flavour (€189k) in fourth and fifth respectively. Tuc used almost half of its spend on Large Format Advertising, the study found.
The Food category was the third biggest spender on Outdoor advertising for the period, accounting for a total spend of €2,272k. A 20% leap in Outdoor spend by Food businesses propelled the category ahead of Beers & Ciders, which accounted for €2,178k worth of spend (an increase of 13%).
Budweiser was the biggest spender in the Alcoholic Beverages sector, accounting for €471k worth of spend, ahead of Guinness, whose campaign for ‘Amplify’ accounted for €356k worth of spend. The third biggest spender in the same sector was Tiger Beer, with its campaign supporting the Dublin Fringe Festival accounting for €268k worth of spend.
Vodafone was the biggest spender on Outdoor in the period, accounting for €575k worth of spend. Tesco was the highest ranked grocer on the list, with its campaign for Tesco Online accounting for €280k worth of spend.
“Vodafone’s extensive ooh campaign promoting 4G was the largest in September,” PML Group said in its report. “That, alongside the launch campaign for The 3Arena and activity for Meteor, meant that telecoms was the largest sector in the month. A major burst for PepsiMax largely accounted for the increase of 41% in Soft Drinks. Other campaigns of note include Mortgage offerings by Bank of Ireland and EBS, The Natural Confectionery Company and Tesco online.”
The figures used to compile the Posterwatch report are based on published Media Owner rate cards and refer to display values only.
© 2014 - Checkout Magazine by Stephen Wynne-Jones