Tuesdata: August’s most prolific TV advertisers
Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry.
No surprises today to start spring and September. Today we will be revealing the most prolific TV advertisers from the previous month thanks to Canda. We’ll share the top campaigns for August by spend and by spot count as the countdown to the end of the year well and truly gets going.
The full content of this post is for Unmade’s paying members only. Others will hit the paywall a little lower down.
This month has provided some variety in both the top 10 lists by spend and by spots. It’s also the first time that every spot in both charts was shown in all five metro areas. Usually there are one or two spots that skip a metro area or two.
There is one brand that stands out in particular for August. Google Business Services.
The big tech business has taken out the top two spots by spend, the first time a brand has held the number one and two spot in either of the lists since Unmade has been covering Canda’s data. It also features in the top ten by spot count.
Again it was the campaign featuring Baker Boy that Google was pushing, but to the extent that the 30 second spot was backed up by the 60 second spot in the rankings. It’s a rare thing to see a 60 second spot so prominent in either list.
Google has spent significant amounts of money pushing the Baker Boy spot over the last few months. By spend, the spot was sixth in last month’s rankings and third in June. The end of financial year has come and gone, but Google’s business services department certainly isn’t going quietly.
Insurance also had solid representation in the top 10 by spend, with Budget Direct and AAMI both making it in. A bonus for AAMI is that the spot has done well on YouTube as well, garnering over 3 million views.
Binge makes it into the chart off the back of the House of the Dragon promotional blitz.
As my colleague Tim Burrowes wrote on August 10 in his update on News Corp, “Binge’s paying numbers dropped from 1,212,000 customers to 1,192,000 – a fall of 20,000. The company will be hoping that HBO’s Game of Thrones prequel House of the Dragon is a massive hit when it launches later this month.”
As it turns out, it seems like House of the Dragon has been doing quite well.
In the spot count chart, food dominates August with Domino’s, Sanitarium and Hungry Jacks all making the cut.
Google Business Services comes in 10th, while Budget Direct also makes both lists, purchasing the second highest amount of spots of any brand for August. Australia Post and Sanitarium were the other two brands to make both lists.
The top 10 list of TV ads by spend and spot is below.
August’s top TV spenders
The advertisers who Canda estimates spent the most with the free to air TV networks last month.
1. Google Business Services
2. Google Business Services
3. Menulog
4. Vodafone/iPhone
5. Sanitarium
6. Binge
7. Budget Direct
8. Australia Post
9. AAMI
10. Woolworths
August’s highest rotation ads
The TV ads that ran the most
1.Hungry Jacks
2. Dettol
3. Budget Direct
4. Sanitarium
5. Bendigo Bank
6. Sleeping Duck
7. Domino’s
8. Australia Post
9. eBay
10. Google Business Services
Seven West saves the day
It was looking like a red wash on the Unmade Index to start the week, but Seven West Media bucked the trend climbing an impressive 3.26% as it looked increasingly likely that the AFL rights was going to stay with it and Foxtel despite a big push by Nine.
Small falls were recorded elsewhere, with Southern Cross Austereo’s 2.29% drop taking it close to a market cap of $250 million.
Drive it like you stole it
On Monday’s Start the Week podcast we discussed anti-siphoning in relation to the AFL as well as streaming services and the apparent reluctance of Australians to subscribe to multiple sports streaming services.
There is one sport which is about as far away from anti-siphoning regulation as you can get – the American IndyCar series. Stan Sports picked up the rights in December last year, along with a host of other global motorsport series.
Why does this matter? If there is ever a time to do the Stan Sports free trial, it’s this weekend. Australian Will Power (what a cracker of a name) heads into the final round of the IndyCar championship with a 20 point lead. The 2014 series champion and 2018 Indy 500 winner is in my books one of Australia’s most overlooked sports stars.
And for the Kiwis reading, you have two still in with a shout as well. The GOAT, six-time champion Scott Dixon, currently 3rd, and two-time Supercar champion Scott McLaughlin, currently 5th. It will make for great Monday morning watching.
If motorsport isn’t your thing, hopefully there will be plenty of Nick Kyrgios and Ajla Tomljanović this week.
Enjoy your Tuesday.
Stay safe,
Damian
damian@unmade.media
