According to the latest Posterwatch report from PML Group, 7Up was once again the biggest spender on outdoor advertising in September in the Food & Beverage sector, having also claimed top spot in July.
The soft drinks brand accounted for approximately €315k worth of spend as it continued to run an extensive campaign to promote the variety of artwork used by 7Up on its cans since the 1930s.
The next big spenders on the list were Nestlé Kit Kat, accounting for €259k worth of spend, and Kinder Surprise, accounting for €252k worth of spend. Other brands and that were highly active in OOH advertising included Galaxy Duet (€231k worth of spend), the National Dairy Council (€218k worth of spend), and Cadbury Dairy Milk Marvellous Smashables (€217k worth of spend).
In terms of category spend, the Telecoms category topped the leaderboard in September, having also done so in August and July, with a spend of just over €3 million. It finished ahead of Food, which accounted for €2.5 million, as well as Beers & Ciders and Finance, which both accounted for just over €2 million worth of spend.
According to the report, the performance of the Telecoms category is mainly down to eircom Group's rebrand to eir. "September also saw eircom Group’s rebrand to eir, and it was the number one advertiser on Out of Home with a share of voice of 6.33%. eir ran an immense tease and reveal campaign in the build up to its rebrand, and the size of its OOH promotion in cycle 20 put it top of 'The Big 5' for September."
The figures contained in this report are based on published Media Owner rate cards and refer to display values only.
© 2015 - Checkout Magazine by Niall Swan
