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Retail Intelligence

Tayto The Biggest Spender On OOH Advertising In November

By Publications Checkout
Tayto The Biggest Spender On OOH Advertising In November

Tayto's 'More Than A Crisp' campaign was the biggest spender on outdoor advertising in November 2015, according to the latest Posterwatch report from PML Group.

The crisp brand's campaign accounted for approximately €306k worth of spend, well ahead of Kinder Joy, which accounted for €193k worth of spend, and Flahavan's Quick Oats, which accounted for €144k worth of spend.

Other big spenders during the period included Brennan's Bread (€121k worth of spend), Kellogg's Nutri-Grain (€103k worth of spend), and Nestlé KitKat (€99k worth of spend).

In terms of categories, the Telecoms category accounted for the highest level of Outdoor spend for the month (€1.73 million), just ahead of Retail Outlets, which accounted for €1.48m worth of spend, with the vital Christmas period in mind.

According to the report, "Retail Outlets were the second highest spending category. In the build up to Christmas, it isn’t surprising that supermarkets, shopping centres and department stores were all very active in Out of Home. Dunnes Stores, Arnotts, Brown Thomas, Lidl and Tesco are just some of the brands within the retail market that ran OOH in November, with Tesco featuring in the Top 10.

"Confectionery & Snacking had a market share of 5.47% in November, and was the sixth highest category to spend on Out of Home. Intersnack and Ferrero both feature in the Top 10 advertisers, with Intersnack running Tayto’s ‘More than just a crisp’ campaign, while Ferrero ran promotions for Kinder and Nutella."

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

© 2016 - Checkout Magazine by Niall Swan

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