Tuesdata: July’s most prolific TV advertisers
Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry.
As usual, we’ll spend the first week of the month revealing the most prolific TV advertisers from the previous month thanks to Canda. We’ll reveal the top campaigns for July by spend and by spot count. How is it already August?
The full content of this post is for Unmade’s paying members only. Others will hit the paywall a little lower down.
This time around we’re going to provide you with even more information than we usually do. In a slight format change we’ll share some analysis right here above the subscriber only material before providing both charts and videos for Unmade paying members.
But this time we’ll give you the top 10 advertisers by spend and spot count, not just the top five.
It’s by spend that you get to understand which brands are trying to make the biggest impact each month. Higher spend can mean either flooding the market with a particular campaign (which will often correlate to a high ranking by spot count as well) or more likely, investing in prime time and primary channel placements in the five metro markets.
No brand has yet topped both the spend chart and the spot count chart.
That trend continues this month, with only one brand making it onto both lists – Smiths Potato Chips.
It was a surprise number one by spend. The first time since we have been sharing these lists via Canda that an automotive brand has topped the spend list. And furthermore, it’s not a household name.
Volkswagen Group’s new performance brand Cupra took out the top spot promoting the new Formentor SUV. It was joined by its automotive counterpart Hyundai on the list, with the Korean brand spruiking the now year-old Tucson medium SUV.
With new vehicles in short supply it was a smart move by Volkswagen Group as it tries to get the new brand off the ground – a notoriously difficult task in the Australian market. In terms of previous struggling new brands, think Infiniti or Opel.
Away from automotive, Google remained on the biggest spend list after placing first and third last month as it tried to get to consumers before the end of the financial year. While it’s dropped down the list a little, the Google Business ad featuring Baker Boy remains in the charts at number six.
The tech giant seems to have shifted focus slightly with the other ad promoting the Google Pixel 6 smartphone, which will be in runout mode soon as the new Pixel 7 gets ready for release and the 6a hits store shelves already.
One notable absence from the list by spot count is a kids brand. Usually flooded with toy and game ads, the spot count list top 10 fails to feature a single brand relating to children.
And in a month where more than one sports analyst asked why some Manly NRL players were not OK to wear a jersey supporting the LGBTQIA+ community but were fine to wear one that supported online gambling, Responsible Wagering Australia had two TV ads in the top 10 by spend, coinciding with the business end of the NRL and AFL seasons.
Below are the top ten lists first by spend then spot count.
July’s top TV spenders
The advertisers who Canda estimates spent the most with the free to air TV networks last month.
1. Cupra Formentor
2. Smiths Potato Chips
3. Menulog
4. Woolworths
5. Google Pixel 6
6. Google Business Services
7. Hyundai Tucson
8. Responsible Wagering Australia
9. Medibank
10. Responsible Wagering Australia
July’s highest rotation ads
The TV ads that ran the most
1. Energizer Batteries
2. Bridgestone Select
3. Dove Shampoo & Conditioner
4. Dominos Pizza
5. Beaumont Tiles
6. Smiths Potato Chips
7. Surfshark VPN
8. Smile Direct Club
9. Subway
10. AirWick
Going down
The Unmade Index went back to negative territory on Monday, down 0.84%.
The most significant slide belonged to Seven West Media, down 4.31%, while competitor Nine actually recorded a small increase of 0.49%.
Everyone else recorded slips between 1.15% and 2.54%, including Southern Cross Austero, which recently pushed its Listnr brand hard. You can read about that here.
Out and about in adland
Another week, another big industry event. Mumbrella360 brought big media and marketing industry events back to Sydney the week before last and now it’s the turn of Advertising Week APAC with two days at Sydney’s Luna Park.
Both Tim and myself will be there at various stages so if you see either of us around, do say hello.
That’s a wrap for Tuesdata this week. With the slightly revised format, please feel free to send any feedback to letters@unmade.media.
Tim will be back with the next edition of Unmade.
Stay safe,
Damian
damian@unmade.media
