nielsen -2024 年上半年广告媒体支出报告The Advertising Media Spend Report H1 2024

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TheAdvertisingMediaSpend

ReportH12024

Getaclearviewofthecompetitiveadvertisinglandscapeglobally

Tableofcontents

Introduction3

WesternEuropeanadlandscape4

Section2

TheSoutheastAsianadlandscape11

Section3

ThelargerAsiaPacificadlandscape18

Conclusion24

Methodologyandcoverage25

Introduction

Thelastfewyearshavebeenarollercoasterrideforadvertisersaroundthe

world.WithCOVID-19uncertainties,mediaspenddippedsharplyin2020followedbyamassivereboundthenextyear.Despitecontinuedeconomicuncertainty,

we’veseenadspendbegintoreturntopre-pandemiclevelsinmanymarkets,and72%ofglobalmarketersexpecttheiradvertisingbudgetstoincreaseintheyearahead.1

Infact,expertsareprojectingsteadygrowthoftotalmediaspending.2Butmoremediaspendmeansmorecompetitioninanalreadycompetitivelandscape.

Consumerstodayareaccessingmoremedia,acrossmoreplatformsthaneverbefore.Competitiveadvertisingintelligencehasneverbeenmorecritical,withadvertisingbudgetsontheriseandmediamixshifting.

Knowingwhenandhowyourcompetitorsareallocatingtheiradvertisingbudgetcanshedlightonwherethemarketisnoisiest.Withcompetitiveadspend

intelligence,youcanrefineyourmediastrategytominimisewastedspend

oridentifyuntappedopportunitiestobetterreachyouraudiences.Andwith

harmonizeddataacrossmarkets,youcandomorewithless—aroundtheworld.

Thisreportaimstoequipyouwithsomeofthetopadvertisingtrendsinkeymarkets:

•Thetop10advertisers

•Thetop10categoriesandtheirestimatedadspend

Guideyourspendingdecisionsandempoweryourbusinessgrowtharoundtheworldwiththerightadvertisinginsights.Unlockmoredataandmediaspend

acrossmarketswithNielsen’s

AdIntelsolutions

Nielsen2024AnnualMarketingReport

2Severalglobaladagencies,including

Zenith

Dentsu

and

GroupM

,aswellasreportsfrompublicationssuchas

e-Marketer,

allshowadspendontherisegloballyacrosskeyregions.

bbNielsen

72%

ofglobalmarketers

expecttheiradvertising

budgetstoincreaseintheyearahead

Section1:

TheWesternEuropeanadlandscape

TobetterunderstandWesternEuropeanmediaspending,welookedatfivekeymarkets:

•France

•Germany

•Italy

•TheNetherlands

•U.K.

France

Figure1.1

Top10advertisersinFrance

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Procter&Gamble

2LIDL

3LesMousquetaires

4E.Leclerc

5RenaultGroup

6Carrefour

7Peugeot

8Carglass

9Amazon

10McDonald’s

bbNielsen

Figure1.2

Top10categoriesbyadspendinFrance

First-halfof2024

Source:NielsenAdIntelInternational,H12024

RankCategoryIndustryEstimatedspend(USD$M)

MultipleProductRetailers

MotorCars

DistributionChannels

2,025.3

Automotive

1,505.0

Furnishings&Decoration

Insurance&Assurance

Durables

458.5

Financial

Automotive

Media

Entertainment

443.6

387.8

386.2

Retail&DistributionAutomotive

Broadcasters

Restaurants

322.1

Dairy

Confectionery

InternetServiceProviders/Websites(NonRetail)

FMCG

305.3

288.5286.2

FMCG

Telecommunications

Germany

Figure1.3

Top10advertisersinGermany

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Procter+Gamble

2Lidl

3Ferrero

4Rewe

5RTLInteractive

6Henkel

7Telekom

8KauflandWarenhandel

9Amazon

10L'oreal

bbNielsen

Figure1.4

Top10categoriesbyadspendinGermany

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

Newspaper&MagazinesPublishers

MultipleProductRetailersNon-StandardAdvertisingFurnishings&Decoration

InternetServiceProviders/Websites(NonRetail)

Retail&DistributionFood

Rank

Industry

Media

Estimatedspend(USD$M)

1,045.8 941.6 935.3

836.6 652.7

614.7 604.3

520.8 470.5

433.9

DistributionChannels

Sponsorship

Durables

Telecommunications

FMCG

Automotive

MotorCars

Confectionery

OTCRemedies&FirstAid

CallingServices/Networks

FMCG

Healthcare

Telecommunications

Italy

Figure1.5

Top10advertisersinItaly

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Procter&Gamble

2Ferrero

3Volkswagen

4L'oreal

5Cons.mccoopItalia

96Milano

6Unilever

7BarillaAlimentare

8Poltronesofà

9WindTreSpa

10Fiat

bbNielsen

Figure1.6

Top10categoriesbyadspendinItaly

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

Rank

Industry

Automotive

Estimatedspend(USD$M)

MotorCars

252.5 164.6

142.5

97.5 91.0 87.2 83.4 81.2 78.5 76.5

Onlineshopping&genericonlineservices

OTCRemedies&FirstAid

ColdDrinks(non-alcoholic)

Health&Fitness

DistributionChannels

Healthcare

FMCG

Healthcare

Entertainment

Restaurants

Retail&DistributionFood

WashingProducts

OtherBusinessServices

Furniture

FMCG

Industry&Services

Durables

TheNetherlands

Figure1.7

Top10advertisersinTheNetherlands

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1AlbertHeijn

2A.s.watsonEurope

Health&Beauty

3Procter&Gamble

5Unilever

6Lidl

7Amazon

8Mcdonald’s

9KPN

10Coolblue(HK)

bbNielsen

Figure1.8

Top10categoriesbyadspendinTheNetherlands

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

MultipleProductRetailersFurnishings&DecorationAdvertising&Marketing

InternetServiceProviders/Websites(NonRetail)

Holidays

MotorCars

Rank

Industry

DistributionChannels

Estimatedspend(USD$M)

700.8

286.2 283.1 268.8 237.1

195.6 151.8 145.5140.7122.6

Durables

Industry&Services

Telecommunications

Entertainment

Automotive

Cosmetics&Toiletries

Onlineshopping&genericonlineservices

Insurance&Assurance

FMCG

DistributionChannels

Financial

Institutions

Politics&Government

U.K.

Figure1.9

Top10advertisersin

theU.K.

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Procter&gamble

2Musthaveideas

3UnileverUK

4WhalecoUK

5DMGmedia

6Mcdonald's

7Deliveroo

8Tescoplc

9Skyuk

10EE

bbNielsen

Figure1.10

Top10categoriesbyadspendintheU.K.

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

CallingServices/NetworksLotteries&Gambling

Holidays

Onlineshopping&genericonlineservices

InternetServiceProviders/Websites(NonRetail)

Non-StandardAdvertising

Charities

Rank

Industry

Telecommunications

Estimatedspend(USD$M)

497.0

Entertainment

DistributionChannels

Telecommunications

Sponsorship

Industry&Services

Automotive

Entertainment

Financial

496.2

488.9

465.1

382.3

361.7

345.9

318.1

MotorCars

311.9

285.6

InHomeEntertainment

Insurance&Assurance

AcloserlookattheWesternEuropeanadlandscape

AfterstagnanteconomicgrowthoverthelastfewyearsthroughoutEurope,the

EuropeanCommission

isforecastingmodestgrowthacrosstheregion,andad

spendissimilarlyontheriseinWesternEurope.3Tobetterunderstandthekeyadtrendsacrossthisregion,weusedNielsen’sharmonizedmediaspenddataacrossfivekeyEuropeanmarkets.

Thetopadvertisersinthesemarketsrepresentamixofglobalandlocalbrands.Severalfast-movingconsumergoods(FMCG)companies,includingProcter&

Gamble,UnileverandL’Oreal,rankedamongstthetop10advertisersinseveralmarkets,asdidretailers,suchasAmazonandLidl.

Atthecategorylevel,severalFMCGcategoriesrankedamongstthetop

10categoriesforspendacrossthefivemarkets,asdidretail.However,the

automotiveindustryspentbigonmotorcaradvertisingacrossallfivemarkets.

WhenitcomestowhereadvertisersarespendinginWesternEurope,traditionalmediaisstillwinningalargeshareofadspendbymediachannelineachmarket.However,theNetherlandsandU.K.areleadingthewayindigitaladspendasashareofthetotal.

Zenith

and

e-Marketer

bothanticipatemodestrisesinadspendgrowthacrosskeyWesternEuropeancountries.

Opportunityforadvertisers

DigitalmediacontinuestogrowsignificantlyinWestern

Europe;however,it’simportantnottoforgetthesignificantroleoftraditionalmediaintargetingaudiencesegmentsandcompetinginkeymarkets.NielsenAdIntelSolutionscan

provideyouwithintelligenceonwhereinvestmentsarebeingmadebyadvertiser,categoryandchannelacrossEurope,

allowingyoutooptimiseyourplanning,investmentsandROI.

Section2:

TheSoutheastAsianad

landscape

TobetterunderstandmediaspendingacrossSoutheastAsia,welookedatfivekeymarkets:

•Indonesia

•Malaysia

•Philippines

•Singapore

•Thailand

Indonesia

Figure2.1

Top10advertisersinIndonesia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Unilever

2Mayora

3Garena

4Nestle

5Wing's

6Wingsfood

7AquaGoldenMississippi

8Procter&Gamble

9IndofoodIndonesia

10FriescheVlagIndonesia

bbNielsen

Figure2.2

Top10categoriesbyadspendinIndonesia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

Dairy

ColdDrinks(non-alcoholic)

Broadcasters

Rank

Industry

Estimatedspend(USD$M)

FMCG

953.3 852.4

744.3

578.8 434.4

371.7 371.2

350.5 303.6

262.1

FMCG

Media

Telecommunications

Retail&DistributionTelecommunications

Sauces,Condiments&Dressings

Haircare

WashingProducts

OTCRemedies&FirstAid

Skincare

Politics&Government

FMCG

Healthcare

FMCG

Institutions

Malaysia

Figure2.3

Top10advertisersinMalaysia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Kem.kesihatan

2Kem.komunikasi&Digital

3Classifieds

4Kem.komunikasi&

MultimediaM'sia

5Nestle

6ShopeeMobileM'siaS/B

7L'orealM'siaS/B

8Jab.perdanaMenteri

9KoperasiAmanah

PelaburanBHD

10Kem.dalamNegeri

bbNielsen

Figure2.4

Top10categoriesbyadspendinMalaysia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

RankCategoryIndustry

1Politics&GovernmentInstitutions

2MultipleProductRetailersDistributionChannels

3Non-StandardAdvertisingSponsorship

4TelecomsEquipmentTelecommunications

5SkincareFMCG

6BabycareHealthcare

7CallingServices/NetworksTelecommunications

8MakeUpFMCG

9ColdDrinks(non-alcoholic)FMCG

10RestaurantsEntertainment

Estimatedspend(USD$M)

28.827.622.819.418.915.013.512.912.2

230.7

ThePhilippines

Figure2.5

Top10advertisersinThePhilippines

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Unilever

2Procter&Gamble

3ACSManufacturingCorp.

4Nestle

5Unilab,Inc.

6UniversalRobina

Corporation

7MediaQuestHoldings,Inc.

8Colgate-Palmolive

9GoldenArches

DevelopmentCorporation

10SanMiguelBreweryInc.

bbNielsen

Figure2.6

Top10categoriesbyadspendinThePhilippines

First-halfof2024

Source:NielsenAdIntelInternational,H12024

RankCategoryIndustry

1WashingProductsFMCG

2HaircareFMCG

3HealthcareServicesHealthcare

4Health&FitnessHealthcare

5PersonalCleaningFMCG

6HotBeveragesFMCG

7Sauces,CondimentsFMCG&Dressings

8CallingServices/NetworksTelecommunications

9Non-StandardAdvertisingSponsorship

10DairyFMCG

Estimatedspend(USD$M)

773.7 711.6

493.5 433.1

373.4

366.0 292.1 282.1 274.0

259.3

Singapore

Figure2.7

Top10advertisersinSingapore

First-halfof2024

Source:NielsenAdIntelInternational,H12024,excludingmediaownersandgovernmentrunads

1DbsBankLtd

2Procter&Gamble

3NtucFairprice

Co-OperativeLtd

4AppleInc

5GrabcarP/L

6LazadaS'pore

7PertamaMerchandising

PteLtd

8ChanBrothersTravel

(Pte)Ltd

9NipponPaint(S)CoPteLtd

10GainCityBest-ElectricP/L

bbNielsen

Figure2.8

Top10categoriesbyadspendinSingapore

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

LeisureProducts

Politics&Government

Corporate/ImageBusinessServices

BankingServices(IncludesOn-lineBanking)

MultipleProductRetailersCallingServices/Networks

OtherBusinessServices

FashionAccessories

Rank

Industry

Entertainment

Institutions

Industry&Services

Financial

DistributionChannels

Telecommunications

Industry&Services

Clothing&Accessories

Media

Entertainment

Estimatedspend(USD$M)

66.1

43.8

29.2

27.7

25.1

22.3

20.8

19.1

18.6

18.5

OtherMedia

RoadTransport

Thailand

Figure2.9

Top10advertisersinThailand

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Unilever

2Nestle

3MassMarketingCo.,Ltd.

4Procter&Gamble

5SuntoryPepsicoBeverage

(Thailand)Co.,Ltd.

6ToyotaMotorThailand

Co.,Ltd.

7L'oreal

8GmmCjOShoppingCo.,Ltd.

9Beiersdorf

10Colgate-Palmolive

bbNielsen

Figure2.10

Top10categoriesbyadspendinThailand

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

MultipleProductRetailers

Skincare

ColdDrinks(non-alcoholic)

Haircare

Dairy

Health&Fitness

OralHygieneHotBeverages

InternetServiceProviders/Websites(NonRetail)

Politics&Government

Rank

Industry

DistributionChannels

Estimatedspend(USD$M)

82.0 69.0

67.9 50.5

49.5 47.8

43.5

40.8 36.0 35.4

FMCG

Healthcare

FMCG

Telecommunications

Industry&Services

AcloserlookattheSoutheastAsianadlandscape

TheeconomiesofseveralcountriesacrossSoutheastAsiaremainsteady,andadspendisontracktorisemodestlyacrosstheregion.4Tobetterunderstandthe

keyadtrendsacrossthisregion,weusedNielsen’sharmonizedmediaspenddataacrossfivekeySoutheastAsianmarkets.

Whileglobalbrandsappearamongthetopadvertisersinallofthemarkets,theymakeupanoutsizednumberoftopadvertisersinThailandandthePhilippines.Meanwhile,localbrandswerebiggerspendersinSingaporeandMalaysia.

Oftheglobalbrands,Procter&GambleandUnileverbothappearedastop

advertisersacrossseveralmarkets.Notsurprisingly,severalFMCGcategories—includinghaircareandskincare—rankedamongstthetop10categoriesforspendacrossthefivemarkets.

WhenitcomestowhereadvertisersarespendinginSoutheastAsia,traditionalmediaisstillwinningalargeshareofadspendbymediachannelsinseveral

markets.Singaporeistheoutlierintheregion,withdigitalchannelslikeinternetandsocialmakingupalargeshareofmediaspend.

McKinsey

;

e-Marketer

Opportunityforadvertisers

GlobalbrandsmaybeabletofindopportunitiestocompetewithlocalbrandsinSingaporeandMalaysia.Doingso

effectivelywillneedtoconsiderthenuancesofadspendbymediachannelineachofthesemarkets.NielsenAd

IntelSolutionscanprovideyouwithintelligenceonwhereinvestmentsarebeingmadebyadvertiser,categoryand

channelacrossSoutheastAsia,allowingyouoptimiseyourplanning,investmentsandROI.

Section3:

Thelarger

AsiaPacificadlandscape

Tobetterunderstandmediaspendingacross

thelargerAsiaPacificregion,welookedatfourkeymarkets:

•Australia

•NewZealand

•SouthKorea

•Taiwan

Australia

Figure3.1

Top10advertisersinAustralia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1HarveyNorman

2Mcdonald'sRestaurants

3ReckittBenckiser

4WoolworthsSupermarkets

6TelstraCorporation

7KFC

8ColesSupermarkets

9ToyotaMotorCorporation

Australia

10StanEntertainment

bbNielsen

Figure3.2

Top10categoriesbyadspendinAustralia

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

Politics&Government

Rank

Industry

Institutions

Estimatedspend(USD$M)

173.5 160.5 154.4

148.4 128.4

120.2 98.1

95.1 89.2 87.5

MultipleProductRetailers

InternetServiceProviders/Websites(NonRetail)

Insurance&Assurance

DistributionChannels

Telecommunications

Financial

Furnishings&Decoration

Entertainment

Institutions

Automotive

Retail&DistributionFurnishings&Decoration

Restaurants

Education

(IncludesOn-lineEducation)MotorCars

Retail&DistributionClothing&Accessories

Corporate/ImageFinancial

Clothing&Accessories

Financial

NewZealand

Figure3.3

Top10advertisersinNewZealand

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1FoodstuffsNZLtd

2HarveyNorman

3WoolworthsNew

ZealandLtd

4RestaurantBrandsNZ-Kfc

5Viooh

6IagNewZealand

7AnzBankingGroup

(NZ)Ltd

8ChemistWarehouseLtd

9OneNz

10Mcdonald'sSystem

OfNZLtd

bbNielsen

Figure3.4

Top10categorybyadspendinNewZealand

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

Rank

Industry

Entertainment

Estimatedspend(USD$M)

Restaurants

84.5

75.9 64.6

64.1

59.6 55.3 52.2

49.3 44.9 42.5

Retail&DistributionFurnishings&Decoration

MultipleProductRetailers

Property

Retail&DistributionFood

Politics&Government

Durables

DistributionChannels

Industry&Services

FMCG

Institutions

Financial

Insurance&Assurance

BankingServices

(IncludesOn-lineBanking)HealthcareServices

Healthcare

Media

Broadcasters

SouthKorea

Figure3.5

Top10advertisersinSouthKorea

First-halfof2024

Source:NielsenAdIntelInternational,H12024

1Infobell

2InkoMedianet

3SamsungElectronics

4MediaDoctor

5Coway

6LGElectronics

7DongkookPharmaceutical

8HiteJinro

9LGHelloVision

10Davicom

bbNielsen

Figure3.6

Top10categoriesbyadspendinSouthKorea

First-halfof2024

Source:NielsenAdIntelInternational,H12024

Category

FoodProductRanges

Insurance&Assurance

Rank

Industry

Estimatedspend(USD$M)

FMCG

1,067.8

Financial

Institutions

692.6

Politics&Government

Health&Fitness

OTCRemedies&FirstAid

HealthcareServices

SmallAppliances-BrownGoodsCorporate/ImageFinancial

Skincare

MobileandCellular

TelecommsEquipment

369.8

358.4

353.4 267.5 228.1

226.2208.8186.5

Healthcare

Durables

Financial

FMCG

Telecommunications

Taiwan

Figure3.7

Top10advertisersinTaiwan

First-halfof2024

Source:NielsenAdIntel,H12024

1Procter&Gamble

2SuntoryWellness

3Glaxosmithkline

4StandardFoods

5PfizerInc.

6Mcdonalds

7BRAND'SSuntoryLtd.

8PCHOMEONLINEINC.

9Ctrlt

10Panasonic

Note:Taiwanadvertiser,categoryandmediaspenddatareflectsmarket-specificdata

bbNielsen

Figure3.8

Top10categoriesbyadspendinTaiwan

First-halfof2024

Source:NielsenAdIntelInternational,H12024

RankTop10industries

1HealthFood

2Electronicgames

3Tonics

4OnlineShoppingSites

5AirConditioners

6Eye/NoseOintment

7FastFoodRestaurant

8Van/SUV

9OtherWebsite/Service

10Toothpaste

Estimatedspend(USD$M)

782.3 364.6

243.6 203.8

169.4 163.4 158.2 156.5 148.0 133.2

AcloserlookatthelargerAsiaPacificadlandscape

TheeconomiesofkeycountriesacrossthelargerAsiaPacificregionareexpectedtogrowslowly,andadspendisalsoontracktorisemodestlyacrosstheregion.5Tobetterunderstandthekeyadtrendsinthisregion,welookedatNielsen’s

mediaspenddatainfourmajorAsiaPacificmarkets.

Whileglobalbrandsappearamongthetopadvertisers,localbrandstookthe

topspotforadspendacrosseachmarketintheregionexceptTaiwan.Fastfoodbrands,McDonaldsa

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