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Cadbury Dominates OOH Spend Chart In March

(13 May) Cadbury dominated the out of home advertising market in March in the Food & Drink sector, according to the latest Posterwatch report from PML Group.

The Mondelez International owned brand accounted for the top three Food & Drink OOH campaigns during the month, with advertising for its 'Egg n Spoon' brand accounting for €323k worth of spend, Dairy Milk accounting for €318k worth of spend, and Cadbury Sandwich accounting for €308k worth of spend.

M&Ms ranked fourth, accounting for €249k worth of spend, while Coke Zero was fifth, accounting for €239k worth of spend.

The figures in the Posterwatch report are based on published media owner rate cards, and refer to display values only.

In terms of retailer advertising spend, SuperValu was the biggest spender on OOH during the period, accounting for €537k worth of spend.

Overall, the Retail sector accounted for €2.075 million worth of spend during the period, with Confectionery & Snacking accounting for €2.065 million.

Commenting on OOH advertising trends during the first quarter of 2014, Colum Harmon, Marketing Director at PML Group said "Q1 was a very strong quarter for out of home advertising. Although the percentage increase on 2013 does look large, it should be remembered that Q1 2013 was the quietest quarter last year so we would not expect that kind of growth level to remain throughout the year. Having said that, Q1 exceeded our expectations and it bodes well for the coming period."

PML Group estimates that the value of the market in Q1 increased by 20% compared to the same period in 2013.

© 2014 - Checkout Magazine by Stephen Wynne-Jones

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Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
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