Tuesdata: June’s most prolific TV advertisers
Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry.
It’s time for the latest Canda TV advertising numbers. We’ll reveal the top five campaigns for June by spend and by spot count.
The full content of this post is for Unmade’s paying members only. Others will hit the paywall a little lower down.
With June comes the annual festival of the end of the financial year, so it’s no shock that, particularly by spend, it was campaigns that targeted business owners looking to shed a few dollars that dominated the charts.
In the top 10, there were six spots for products or services that would easily be tax deductible, four of which were from Google. The other two were from LG (for its new TV line) and Apple (for AirPods).
Looking wider to the top 50 by spend, insurance had a good run with eight ads for insurance brands including AAMI, Allianz, Bupa and Medibank.
Supermarkets also featured prominently in the top 50 by spend, with Coles, Woolworths and Aldi all represented. Coles was the highest spender for an individual spot in that group, coming in at number five while both Woolworths and Coles had two spots in the list.
June’s top TV spenders
The advertisers who Canda estimates spent the most with the free to air TV networks last month.
1. Google Chromebook: A new way to laptop
Acer and Samsung were the first to launch Google Chromebooks into the market back in 2011. While Chromebooks have never troubled brands like Apple, Dell or Microsoft for power and business users, they have carved out a niche in the budget computing and education space.
Google went all in this year to convince businesses to spend some money on a Chromebook before the end of financial year, using the ‘A new way to laptop’ platform from R/GA that was first seen back in 2020.
The ad includes the use of the ‘everything’ button which, unsurprisingly for the timing of the ad, happens to be used to search for the term ‘annual report’. It doesn’t stray far from its education roots, however, with imagery of school sports and project searches used.
This campaign was global and featured an Australian voice over for the local market.
2. LG: LG OLED Evo
OLED technology is becoming more common in consumer TVs and LG is keen to get one of its panels in your house. The spot focuses on the vivid colour that an OLED TV is able to produce. The problem is that the consumer can, of course, only see the colours shown at the brightness and contrast levels that their current screen can display.
A year ago LG engaged The Works for its brand communications account while PHD holds its media account.
Sydney, Brisbane and Perth were the focus markets, with Sydney showing an even split between peak and off peak placement.
3. Google: Google x Baker Boy – helping you help others
Google’s second appearance already, but this time for its business services which largely focus on either the tech that helps you run a business or promote a business. So keen was the Palo Alto company to promote Business Services that the 60 second version of this spot came in just outside the top five by spend, at number six.
Created by 72andSunny, the campaign uses the ‘Helping you help others’ platform and stars indigenous artist Baker Boy helping others in his community overcome ‘shame job’.
In remote Indigenous communities ‘shame job’ is a real issue amongst youth and refers to perceived barriers that stop someone from going after their dreams.
4. Cadbury: There’s a glass and a half in everyone
Cadbury continues with the ‘There’s a glass and a half in everyone’ platform, brought to life by VCCP back in 2018. Traditionally emotionally driven spots that focus on giving, the latest is no different.
Here, a man pays for his petrol at a service station and purchases a block of Cadbury chocolate as well, which he leaves behind on the counter. The assistant alerts him to his error by tapping on the counter protection glass.
When he walks off regardless, she says over the PA system, “Love you, dad”.
Cadbury targeted Perth with this ad, with over 700 spots, while Melbourne attracted only 222.
5. Coles: Fresh flavour starts at the source
Coles, which is in the midst of an agency shake up, continues to push its green credentials in this 30 second spot promoting its responsibly sourced Cone Bay barramundi. It promotes the fact it is the only national supermarket to farm in open ocean water before leveraging its partnership with Masterchef and celebrity chef Curtis Stone.
It has also recently announced its first sustainable collectibles called Magical Builders.
Adelaide and Perth were the only metro areas that registered more off peak placements than peak, illustrating Coles’ intention to lock in slots that would make a big impact as the fight with Woolworths heats up.
June’s highest rotation ads
The TV ads that ran the most
1. Vodafone: EOFY sale
Vodafone, Australia’s third most popular mobile carrier, has set a Tuesdata record for most plays in a month, with an immense 10,479 plays in June. To put that into context, that is almost double that of the number one spot last month – Mattel on 5,967.
All regions recorded similar play counts of around 2,000.
2. Ebay: Find it, buy it, fix it
In an ordinary month this amount of plays would likely have put Ebay in the number one position with its used automotive accessory ad.
The brand, which has used Hero / McCann and CHE Proximity in recent times for creative campaigns, focused this campaign on Sydney, with almost double the amount of plays of the next most popular market, Melbourne.
3. L’Oreal: Elvive Hyaluron Pump
L’Oreal returns to the most played charts with the Elvive Hyaluron Pump. The spot continues to focus on the difficult pronunciation of ‘hyaluronic acid’, but this time the product is for hair. Brisbane was the focus market for this campaign, but only just, recording two more plays than Perth at 1,086 and 1,084 respectively.
4. Blackmores: High potency Bio C
Surprisingly the only health related product to make a top five list this month despite it being the first month o winter. Blackmores recently launched the ‘Good health changes everything’ platform, of which this is a part of, with The Monkeys. Mindshare won its media account in May.
5. Foodbank: Give well this winter
Foodbank, the largest hunger relief charity in Australia, rounds out the top five with a spot promoting its partnership with a range of Reckitt brands and Coles. Help it reach the goal of donating a million dollars to Foodbank if you purchase select Reckitt items at the supermarket.
Unmade Index
The Unmade Index has started the new financial year on a positive note, with all listed businesses aside from Enero Group, which has been on a decent run prior to the end of FY22, turning green.
Ooh Media, HT&E and SCA all managed increases of over 5%, while the TV-focused media companies, Seven West Media and Nine managed slightly more subdued gains, the former as its stoush with Cricket Australia continues.
Until next time
With the severe wet weather having set in again in NSW, I hope you’re able to stay safe and dry, especially if you live in any of the flood affected regions. Personally, I’ll be monitoring a very damp and discoloured spot over my dining room, having already had to replace half the roof in our earlier severe weather.
As usual, we always welcome feedback – simply email us at letters@unmade.media.
Until next time,
Damian
damian@unmade.media
