Tuesdata: Last month’s biggest ads – supermarkets, insurance and betting brands

BY Tim Burrowes

November 7, 2022 11:25

Tuesdata: Last month’s biggest ads – supermarkets, insurance and betting brands

Welcome to Tuesdata – Unmade’s data-led analysis of the numbers driving the media and marketing industry. Today we feature media intelligence platform Canda’s ranking of the TV ads with the biggest budgets behind them in October.

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In alphabetical order, the brands featured in today’s report are: AAMI, Aldi, Apple, Betr, Budget Direct, Coles, Google, Ladbrokes, Sportsbet and Woolworths. We share the ranking below the paywall.

Insurance, betting and the supermarkets dominate

The following ranking is based on Canda’s monitoring of the main metro free to air TV markets. The order is based on the individual advertising execution, rather than the overall campaign which would be a larger total spend.

1. Budget Direct – Trolley Trouble

The 30 second version of this latest outing for Budget Direct’s hard bitten detective Sarge aired 2000 times in Sydney during October. Activity was almost as strong in Melbourne (1924 airings) and Perth (1650). Brisbane viewers had 1426 opportunities to see the ad, along with 1206 plays in Adelaide.

Canda calculates that this was the only ad with a free to air TV budget of more than $1m in October, with $1,150,000 spent on putting it to air.

2. Coles Supermarkets – Dropped & Locked

Coles prioritised cost of living messaging during October, with its “Dropped & locked” pricing promotion front and centre. The supermarket invested an estimated $865,000 on airing the ad on FTA during the month, including more than 1000 times in Sydney.

3. Betr – Superstition sits next to science

https://youtu.be/vFyCqwjnuMc

The launch campaign for new gambling brand Betr – backed by minority shareholder News Corp – saw major promotion in the letter half of October, as the Melbourne Cup approached.

Canda estimates that Betr put $830,000 behind the ad.

4. Woolworths supermarkets – Green means Spring’s here

Woolworths leaned heavily into seasonal fresh food messaging in October, with the “Spring’s here” message.

The ad got maximum rotation in Brisbane (866 plays) with Sydney and Melbourne not far behind on 745 plays each. Canda reckons Woolies put $805,000 into getting the 30-second version of the ad onto FTA.

5. AAMI – Bargain regret

AAMI put an estimated $777,000 behind keeping its “Bargain regret” messaging on air, with the latest iteration of the campaign seeing a cheap car disintegrate.

6. Aldi – The Parent Switch

https://youtu.be/Zi3FeJ2UToo

Aldi continued to invest in its Wife Swap style “The Parent Switch” campaign during October, featuring an Aldi-sceptic mum joining a family of Aldi fans.

The supermarket put an estimated $714,000 into airing the 30-second version of the ad during October.

7. Sportsbet – Bet with Mates

Like all the major gaming brands, Sportsbet was active across multiple campaigns during October.

Its biggest single ad was the animated promotion of its “Bet with mates” group betting ad. SportsBet put approximately $690,000 behind the ad.

8. Google Pixel – Magic eraser

https://youtu.be/8B1TXi6VaNs

Google spent big in October on promoting a specific functionality of its Pixel phone – the Magic Eraser ability to remove unwanted elements within photographs.

9 Apple Watch – Series 8

The new features-focused ad for the latest Apple Watch iteration emphasised the functionality of the device in sport and sleep monitoring.

10 Ladbrokes – Spring Racing

https://youtu.be/nWh4DmD5P4U

Betting brand Ladbrokes took a surreal direction with its promotion for Spring racing season, with an investment of around $520,000 in airing the ad during October.

Unmade Index: Down again

The Unmade Index of locally listed media and marketing companies fell for a third consecutive trading day on Monday, dropping by 1.58%

The biggest fall was from Seven West Media, down by 4.21%, perhaps on the news that rival Nine appears to have locked up tennis rights until the end of the decade.

Time to leave you to your Tuesday.

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