Sprite was the biggest spender on outdoor advertising in March 2016, according to the latest Posterwatch report from PML Group.
The drinks brand, which is part of the Coca-Cola company that has topped the rankings twice in recent months, continued the trend with its current campaign accounting for approximately €409k worth of spend.
Fellow drinks brand, Lucozade Energy's latest campaign finished second with €311k worth of spend, just ahead of the Cadbury Easter Egg Hunt, which accounted for €272k worth of spend in the run up to Easter.
Other big spenders included Tayto (€205k worth of spend), Rowntree's (€199k worth of spend), Wrigley's Extra (€193k worth of spend), and Avonmore Protein Milk (€185k).
When it comes to categories, the Retail Outlets sector came out on top, accounting for €1.908 million worth of spend with Tesco and Aldi both spending large sums of money – €420k and €303k respectively.
Telecoms placed a close second, accounting for €1.883 million worth of spend, while the Beers & Cider category also spent heavily in March, accounting for €1.707 million worth of spend.
With several FMCG-related categories and brands spending large mounts in March, Amy Burke, marketing executive at PML Group, had the following to say; "Retail Outlets was the biggest category to spend on Out of Home from cycles 5 to 7 with a market share of 8.7%, followed closely by Telecoms at 8.5%. One of the biggest retail outlet advertisers in March was Tesco, which ran a heavyweight campaign in the build up to Easter, which fell during cycle 6. Tesco was one of the highest spending advertisers and was the third biggest campaign to run during cycles 5 to 7.
"Beers & Ciders completes the three most active categories on OOH in March. Diageo, which was the biggest advertiser for the period, ran multiple campaigns, including Budweiser Dream Big, Guinness Hop House 13, Smirnoff Vodka and Smithwick’s. Heineken was the fourth largest advertiser and its OOH promotions in March included Coors Light, Orchard Thieves Cider and Heineken.
"With Easter taking place in cycle 6 it isn’t surprising that Confectionery & Snacking was very busy on OOH in March, having a market share of 7.2%. In terms of advertisers, Mars and Mondeléz both feature in the top 10 spenders for cycles 5 to 7. Cadbury and Kinder both ran Easter-themed campaigns and M&M’s character Ms. Green returned to Outdoor in time for St Patrick’s Day," she added.
© 2016 - Checkout Magazine by Niall Swan
