Coca-Cola was the biggest spender on Outdoor advertising in the month of December, according to the latest Posterwatch report from PML Group.
The soft drink giant, which traditionally ramps up its media presence around the festive season, accounted for €747k worth of Outdoor spend for the period, ahead of Vodafone (which accounted for €566k worth of spend) and Cadbury (which accounted for €488k worth of spend).
Heineken accounted for €394k worth of spend, making it the biggest spender in the Alcoholic Beverages category, while Dunnes Stores, which accounted for €364k worth of spend, was the biggest spending grocer.
Dunnes' 'Make it Christmas' campaign was the retailer's biggest for some time, across multiple channels and media formats.
In terms of category spend, Retail Outlets accounted for €1,628k worth of spend, with Confectionery & Snacking accounting for €1,086k worth of spend, and Soft Drinks accounting for €1,031k worth of spend.
"Coca Cola gave a little happiness, being the largest campaign in the run-up to Christmas with Soft Drinks the fifth largest sector," PML Group said in its report. "Telecoms was the largest sector with Vodafone and Meteor the main players. Not surprisingly it was a very strong month for retailers with Dunnes Stores, JD Sports, Life Style Sports and Debenhams all featuring strongly."
The data used to compile the Posterwatch report are based on published Media Owner rate cards and refer to display values only.
© 2015 - Checkout Magazine by Stephen Wynne-Jones
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