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ADVERTISERS REPORT Ebiquity provides independent advertising monitoring and analysis to key marketers and agencies across Australia and internationally. Ebiquity digitally monitors advertising across Television, Newspapers, Magazines, Radio, Online Banners, Digital Video & Outdoor, capturing the creative as well as reporting on where and how often a brand campaign appears. CONTENTS 3. SUMMARY TELEVISION TOTAL MARKET SUMMARY FEATURE REPORTS Introduction 05 Top 10 Rising Categories in 2014 36 Top 50 Advertisers in 2014 07 Top 10 Shrinking Categories in 2014 38 Top 10 Advertising Groups and their Brands 09 Automotive Retail Category Snapshot 40 NEWSPAPER Top 50 Categories in 2014 11 Home & Garden Retail Category Snapshot 42 Top 10 Categories and their Leading Brands in 2014 13 Insurance Category Snapshot 44 Top 10 Campaigns in 2014 15 Food Category Snapshot 46 TV Advertising Clutter 48 MEDIA FOCUS Measuring Online Ad Wastage 52 MAGAZINES TELEVISION ABOUT EBIQUITY Top 50 TV Advertisers in 2014 18 Service Summary 54 Top 10 Categories and their Leading Brands in 2014 19 Contact Page 57 NEWSPAPER RADIO Top 50 Newspaper Advertisers in 2014 22 Top 10 Categories and their Leading Brands in 2014 23 MAGAZINE Top 50 Magazine Advertisers in 2014 26 O N L I N E This report is based on the advertising monitoring of main BANNERS Top 10 Categories and their Leading Brands in 2014 27 media in Australia: RADIO TV – Channels 7, 9, 10 & SBS in Sydney, Melbourne, Brisbane, Top 50 Radio Advertisers in 2014 30 Adelaide & Perth including all secondary channels. Top 10 Categories and their Leading Brands in 2014 31 Radio – 59 stations ONLINE BANNERS Newspapers – 61 REPORTS F E A T U R E Top 50 Online Banner Advertisers in 2014 34 Magazines – 96 Online Banners – 380 websites (95 major sites plus their key pages) Our TV spend estimates are based on an average spend of a $10 million advertiser within our media benchmarking pool of ABOUT US clients. Press & Radio spend estimates are based on industry sourced rate cards. 4. SUMMARY TELEVISION EBIQUITY’S TOP 50 NEWSPAPER ADVERTISERS IN 2014 MAGAZINES INSIGHTS ON THE TOP 50 ADVERTISERS IN AUSTRALIAN MAIN MEDIA We are pleased to present the second annual Their national dealer network TVC ‘Toyota Top 50 Advertisers Report. Ebiquity provides Means Business’ had the highest share across RADIO independent advertising monitoring and ONE CONSISTENT TREND all Toyota campaigns. analysis to key advertisers and agencies WE ARE SEEING, AND IT’S across Australia and Internationally. NOT CATEGORY SPECIFIC, Our focus is on the big Advertisers and their O N L I N E IS A GRADUAL BUT BANNERS brand messages, including some of the more high profile campaigns that were top of mind DEFINITE SWITCH FROM that captured the media space throughout 2014. BRAND BUILDING EMOTIVE 2014 all in all was an intense year with hacked ACTIVITY INTO RETAIL, naked celebrities, a tragic cricket accident, REPORTS F E A T U R E brawling media giants and terrorism hitting us PRICE DRIVEN ACTIVITY. hard at home. At an Advertiser level, Reckitt Benckiser led In ad land however it was a little less dramatic This switch from brand to retail is reflected in total spend, increasing their 2013 reported showing a pretty flat market overall with the the leading sector which for the second year in spend by 14%, moving from third place to first likely sectors experiencing continued decline a row is the Automotive (dealer) category which with Dettol representing the largest share of ABOUT US and Digital still growing as previously expected. led overall category spend with a year on that activity. Second on the list was Woolworths TV remains the dominant player though with a year increase of 2.4%. Toyota led that activity, edging ahead of Coles followed by Harvey slight decline in spend vs 2013. accounting for just over 10% of spend. Norman & McDonald’s. 5. SUMMARY TELEVISION # TOP 20 ADVERTISER GROUPS IN 2014 TOTAL $M 1 Wesfarmers Limited 247.9 2 Woolworths Group 202.9 NEWSPAPER 3 Harvey Norman Holdings 125.6 4 Reckitt Benckiser 107.4 5 Suncorp Metway 86.1 MAGAZINES When looking at TV specifically, McDonald’s had the highest spend on TV with a 2% 6 McDonald's Family Restaurants 83.1 increase vs their 2013 spend. On Newspapers Dan Murphy’s had the highest share of voice 7 Toyota Motor Corporation 82.0 with Priceline leading Magazines, Harvey Norman leading Radio and Telstra recording the largest share for Online Banners. 8 Telstra Corporation Limited 70.9 RADIO From a campaign perspective the ‘I bought a Jeep’ TV campaign had the largest spend 9 Foxtel Australia 62.0 across all campaigns edging out CompareTheMarket’s ‘Meerkat’ campaign and the Coles Insurance ‘Little Red Quote.’ 10 Commonwealth Bank Group 55.4 In the Special reports section we uncovered which categories have grown and shrunk 11 Unilever 54.1 in media spend against the previous year, and we found a few surprises. 2014 saw the O N L I N E 12 Mitsubishi Australia Limited 54.1 BANNERS Newspaper Publishers category surge in spend with a 360% increase year on year with a myriad of campaigns selling Newspaper mobile and tablet applications. Alongside this, 13 Mazda Australia Limited 47.0 Online Travel Services saw a large increase led by Expedia.com, booking.com and Trivago. 14 Yum! Brands 46.0 We have also looked into TV advertising clutter and how it’s impacting brands ability to dierentiate and be noticed as well as looking at how best to ensure online ads are not 15 Myer Limited 45.1 wasted using cost and quality benchmarks. REPORTS F E A T U R E 16 Holden Australia Limited 44.9 I hope you enjoy the report. 17 Hyundai Australia Limited 43.3 18 Hungry Jack’s 42.3 Richard Basil-Jones 19 News Limited 41.2 ABOUT US CEO 20 Seven West 41.1 6. SUMMARY ADVERTISERS TELEVISION TOP 50 IN 2014 NEWSPAPER # RANKING MARKETER/ADVERTISER TOTAL $M TV $M NEWSPAPERS $M MAGAZINES $M RADIO $M 1 Reckitt Benckiser $107.4 $104.3 $0.1 $2.8 $0.2 2 Woolworths $102.3 $63.5 $29.2 $4.3 $5.3 3 Coles $100.7 $55.0 $32.4 $2.2 $11.1 MAGAZINES 4 Harvey Norman $87.3 $29.2 $31.9 $3.2 $23.0 5 McDonald's $83.1 $68.1 $0.3 $2.0 $12.7 6 Telstra $70.9 $51.3 $8.9 $0.2 $10.5 7 Toyota* $70.5 $34.2 $29.7 $2.8 $3.9 RADIO 8 Foxtel Australia $62.0 $31.2 $25.1 $2.4 $3.3 9 Unilever $54.1 $50.9 $0.1 $2.2 $0.9 10 Mitsubishi* $54.1 $36.4 $15.8 $0.4 $1.5 11 Bunnings $50.1 $28.9 $18.9 $0.2 $2.1 O N L I N E 12 Mazda* $47.1 $28.4 $12.9 $3.3 $2.5 BANNERS 13 Target $45.6 $15.2 $25.9 $2.0 $2.6 14 Myer $45.1 $13.8 $28.6 $2.0 $0.7 15 Holden* $44.9 $39.8 $3.4 $0.5 $1.2 16 Hyundai* $43.3 $23.8 $11.8 $0.5 $7.2 REPORTS F E A T U R E 17 Hungry Jack's $42.3 $38.1 $0.1 - $4.1 18 Commonwealth Bank (CBA) $41.6 $23.4 $13.8 $0.5 $3.8 19 News Limited $41.2 $7.8 $33.0 $0.1 $0.3 20 Seven West $41.2 $21.6 $3.3 $3.5 $12.8 21 Dan Murphy's $40.7 - $40.3 - $0.4 ABOUT US 22 Nestle $39.3 $35.7 $1.0 $1.6 $1.0 23 Nissan* $39.2 $25.6 $12.1 $0.5 $1.0 * Automotive advertiser spend includes both brand and dealer advertising 7. SUMMARY TELEVISION # RANKING MARKETER/ADVERTISER TOTAL $M TV $M NEWSPAPERS $M MAGAZINES $M RADIO $M 24 KFC $37.6 $35.4 - - $2.2 25 Domayne $37.2 $3.5 $22.3 $3.3 $8.1 NEWSPAPER 26 L'Oreal Group $37.0 $31.9 $0.4 $4.7 - 27 Optus $36.0 $31.9 $2.5 $0.1 $1.5 28 Ford* $34.3 $25.8 $7.7 - $0.8 29 Youi $34.1 $34.1 - - - 30 Johnson & Johnson $33.3 $27.9 - $5.1 $0.3 MAGAZINES 31 ANZ $32.5 $17.7 $10.6 $0.9 $3.3 32 AAMI $31.0 $27.4 $0.5 - $3.1 33 Volkswagen* $30.1 $15.1 $12.1 $0.1 $2.8 34 Procter & Gamble $29.8 $27.2 $0.2 $2.0 $0.4 RADIO 35 Chrysler Group* $28.4 $25.3 $2.8 - $0.3 36 GlaxoSmithKline $28.3 $25.4 - $0.6 $2.3 37 Allianz $27.9 $20.5 $0.6 - $6.8 38 Mondelez $27.3 $26.0 - $0.9 $0.4 O N L I N E 39 National Australia Bank (NAB) $26.2 $14.4 $8.3 $0.9 $2.6 BANNERS 40 Insurance Australia Group (IAG) $25.9 $18.0 $0.9 - $7.0 41 Big W $25.4 $18.1 $3.6 $0.8 $2.9 42 Medibank Private $25.2 $23.2 $0.3 - $1.7 43 Chemist Warehouse $24.9 $10.5 $8.5 - $5.9 REPORTS F E A T U R E 44 Twentieth Century Fox $24.8 $24.7 - - $0.1 45 Suncorp $24.7 $17.8 $2.4 $0.3 $4.2 46 Victorian Government $24.1 $21.3 - - $2.8 47 Apple $23.7 $22.0 $1.1 $0.5 $0.1 48 Westpac $23.3 $14.6 $7.5 $0.2 $1.0 ABOUT US 49 Lite n' Easy $22.4 $22.4 - - - 50 Australian Government $22.3 $13.2 $0.6 $0.1 $8.4 * Automotive advertiser spend includes both brand and dealer advertising 8.
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