Tuesdata: September’s most prolific TV advertisers

Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry. 

It’s TV time again. Today we will be revealing the most prolific TV advertisers from September thanks to Canda. 

We’ll share the top campaigns by spend and by spot count in a month that included the build up to both the AFL and NRL grand finals.

The full content of this post is for Unmade’s paying members only. Others will hit the paywall a little lower down.

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Would you be shocked if we revealed that some of the highest spenders in September were betting and wagering businesses? 

Last week’s Tuesdata centred around their entire spend for August. You can read that here. When it comes solely to TV spend, but against all advertisers rather than just those in their own industry, the betting and wagering businesses have stacked up well. 

Sportsbet, Pointsbet and the TAB all make it into the top 20, while Pointsbet actually has two entries in that list. 

They have made the list with unusually low spot counts, meaning they have concentrated their investment well and truly around prime placements – key matches during the month. In other words, primary channel and prime time.

Other brands spending in this key sporting month are unsurprising. Automotive including Mazda and AAMI motor insurance, fast food the likes of Hungry Jacks and McDonalds, and supermarkets. Or supermarket – with Woolworths spending big while Coles was notable for its lack of spend. 

If the list was a top 50, Coles would only just sneak in. 

A further point of interest – SA is somewhat left off this month when it comes to spend. Three of the top 10 ads did not bother with the state. Unsurprising with its lack of interest in NRL and lack of representation in the AFL Grand Final. 

By spot count it’s a slightly different story. The betting and wagering ads don’t make the list. Fast food brands remain however (Hungry Jacks and Menulog) while Reckitt’s Finish brand smothered the market with two ads in the top 5. 

The top 10 list of TV ads by spend and spot is below. 

September’s top TV spenders 

The advertisers who Canda estimates spent the most with the free to air TV networks last month.

1. Woolworths

2. Sportsbet

3. Hungry Jacks

4. Stayz

5.AAMI Motor Insurance

6. AAMI Motor Insurance

7. PointsBet

8. Maybelline

9. McDonalds

10. Mazda

September’s highest rotation ads 

The TV ads that ran the most

1. Menulog

2. Myer

3. Maybelline

4. Hungry Jacks

5. Finish Dishwasher Tablets

6. Finish Dishwasher Cleaner

7. AAMI Motor Insurance

8. Maltesers

9. eBay

10. Mazda

Easy does it

It was a minuscule drop on Monday of 0.35%, with NSW in public holiday mode.

As such, there was not much to report. Domain Holdings Group was the biggest mover but in the wrong direction, shedding 2.8%, while Enero added a handy 1.72%.

See you in Melbourne

That’s me signing off.

But if you’re in Melbourne, save the evening of November the 15th. As you’re reading this part of the post, you’re a paying member of Unmade and will be able to grab a complimentary ticket for you and a friend or colleague to our next event. 

We will be launching it soon – I have no doubt it will be a cracker. 

Until then, stay safe,

Damian