Tuesdata: November’s top spending TV campaigns in the Christmas countdown
Welcome to Tuesdata – Unmade’s data-led analysis of the numbers driving the media and marketing industry.
Today we examine the biggest spending TV advertisers in the all-important build up to Christmas.
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November’s big spending advertisers were seasonally focused, with retail dominating the market.
According to Canda, which monitors advertising activity across major media in Australia’s capital city markets, Google spent the most on a single advertising execution, with an estimated spend for the month of more than $1m on promoting Chromebook.
In the ranking of individual ads, Woolworths outspent Coles, with its nostalgic Christmas ad featuring mango memories, just ahead of the long Coles table serviced by Curtis Stone. Also featured in the top ten are AAMI, Big W, Cadbury, Fitbit and Optus.
Read on to see the top ten rankings, along with the latest Unmade Index.
1. Google Chromebook – “Peace of mind”
Estimated TV spend for month: $1.1m
2. AAMI: “Bargain regret” (Christmas version)
Estimated TV spend: $930,000
3&4. Woolworths – “Mango”
Estimated TV spend: $830,000 (60s) and $900,000, (30s)
5. Coles – “Christmas table”
Estimated TV spend: $860,000
6. Optus – “The Cyber attack happened on our watch”
Estimated TV spend: $700,000
7. Fitbit – “By Google”
Estimated TV spend: $700,000
8. Big W – “Santa Hands”
Estimated TV spend: $700,000
9. Google Pixel – “Netball”
Estimated TV spend: $640,000
10. Cadbury Favourites – “Dance off”
Estimated TV spend: $550,000
Unmade Index:
The Unmade Index of ASX-listed media and marketing companies stayed virtually flat on Monday, nudging upwards by just 0.17%
Seven West Media had the best day, rising by 2.27%. Nine also rose, up by 0.9%.
Meanwhile, The Market Herald shares this morning returned from a suspension of trading, following a turbulent couple of days. In early trading, they fell by 10%.
Time to leave you to your lunch. Enjoy the rest of your Tuesday and thanks again for your support.
Toodlepip
Tim Burrowes
tim@unmade.media
