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Nielsen logo

Nielsen AdEx Top 50 SA advertisers 2015 vs 2016

  •   2 Mar 2017
  •   1
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by MarkLives (@marklives) Nielsen Sub-Saharan Africa has released its list of the top 50 advertisers in South Africa for 2016, covering cinema, direct mail, out of home, print, radio and TV, and excluding self-promotion and internet. We compare it to the 2015 figures.

Please note rate card value is reflected and discounts are excluded. According to Gustav Goosen, head of research for the IAB SA, the 2016 data collection for internet adspend is currently underway.

Spend per category

Media

2016 (ZAR)

2015 (ZAR)

Change

Cinema  328 823 665 359 442 942 -8.5%
Direct mail  82 244 984 91 321 170 -9.9%
Out of home 791 597 291 691 356 618 14.5%
Print 2 949 002 598 3 012 620 711 -2.1%
Radio 2 819 101 969 2 541 173 420 10.9%
TV 14 247 288 906 13 088 612 891 8.9%
Total 21 218 059 413 19 784 527 752 7.2%

 

Rank

2016 advertisers

2016 total spend (ZAR)

2015 advertisers

2015 total spend (ZAR)

1 SHOPRITE HOLDINGS 1 512 522 344 UNILEVER SA 1 541 239 228
2 UNILEVER SA 1 441 427 759 SHOPRITE HOLDINGS 1 394 433 710
3 CLIENTELE LIFE 1 132 493 943 CLIENTELE 898 165 142
4 SAB MILLER 796 725 420 SAB MILLER 791 530 374
5 ABSA 713 561 656 PICK N PAY 708 461 216
6 PICK N PAY 693 836 703 DISTELL 627 198 413
7 MASSMART 617 944 345 ABSA 609 696 778
8 OUTSURANCE 613 002 739 OUTSURANCE 580 519 451
9 VODACOM 604 850 443 NEDBANK 507 413 158
10 COCA COLA 518 039 150 SPAR 507 022 707
11 DISTELL 511 769 310 STANDARD BANK 498 861 874
12 SPAR 498 191 927 CELL C 481 437 086
13 TELKOM 479 536 387 VODACOM 461 270 097
14 NEDBANK 477 426 914 MASSMART 455 798 734
15 FIRST RAND BANK LTD 476 475 551 FIRST RAND BANK LTD 433 909 361
16 RECKITT & BENCKISER 473 251 034 BEIERSDORF 428 684 083
17 BEIERSDORF 458 899 368 TELKOM 416 378 299
18 MULTICHOICE 432 161 678 TIGER BRANDS 413 179 063
19 CELL C 399 584 516 MULTICHOICE 410 272 016
20 TIGER BRANDS 395 146 836 YUM SOUTH AFRICA 373 905 383
21 MTN 379 594 727 GOVERNMENT NATIONAL 360 186 818
22 ALL LIFE 376 013 310 PROCTER & GAMBLE 358 533 307
23 FAMOUS BRANDS 369 787 573 MONDELEZ 356 689 349
24 GOVERNMENT NATIONAL 353 314 114 OLD MUTUAL 334 769 543
25 STANDARD BANK 333 397 385 FAMOUS BRANDS 305 537 531
26 PROCTER & GAMBLE 326 793 757 EDCON 295 691 286
27 DISCOVERY HOLDINGS 318 915 579 PEPKOR 285 387 413
28 YUM SOUTH AFRICA 314 351 168 FORD 280 240 021
29 GLAXOSMITHKLINE 313 293 806 COCA COLA 267 993 454
30 PEPKOR 303 655 193 DISCOVERY HOLDINGS 250 444 501
31 VOLKSWAGEN 298 050 914 TOYOTA 245 077 016
32 MONDELEZ 275 967 958 PIONEER FOODS 244 480 914
33 EDCON 274 657 270 RECKITT & BENCKISER 244 116 997
34 NEW CLICKS 269 071 234 VOLKSWAGEN 240 522 907
35 NESTLE 265 828 398 MTN 231 061 932
36 SHOW MAX.COM 248 094 788 NESTLE 219 510 002
37 SAMSUNG 246 581 563 JOHNSON & JOHNSON 218 890 906
38 MCDONALDS 242 103 436 NEW CLICKS SA 216 827 737
39 TOYOTA 223 322 049 GLAXOSMITHKLINE 210 139 997
40 OLD MUTUAL 221 778 542 GENERAL MOTORS SA 209 380 579
41 PIONEER FOODS 218 499 049 DIAGEO 208 483 369
42 GOVERNMENT GAUTENG 218 317 199 JD GROUP 207 922 406
43 BUDGET INSURANCE 211 571 483 MCDONALDS 197 809 579
44 HEINEKEN 208 594 762 AVI 195 245 501
45 JOHNSON & JOHNSON 205 897 549 HEINEKEN 187 846 400
46 FORD 205 173 703 DIS-CHEM 175 828 688
47 DIS-CHEM 190 154 705 LOREAL 175 773 986
48 1ST FOR WOMEN 189 938 537 1LIFEDIRECT INSURANCE 175 208 867
49 1LIFEDIRECT INSURANCE 188 626 066 BUDGET INSURANCE 173 600 975
50 AMKA 179 865 573 1ST FOR WOMEN 171 929 598
TOTAL TOP 50 ADVERTISERS 21 218 059 413 TOTAL TOP 50 ADVERTISERS 19 784 507 752
(Others) 22 438 924 656 (Others) 21 146 149 574
Grand Total 43 656 984 069 Grand Total 40 930 657 326

 

Updated at 9.20am on 2 March 2017.

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Columns

  • #AdChamps, #AdOfTheWeek & #AdOfTheYear
    #AdChamps, #AdOfTheWeek & #AdOfTheYear
  • #AgencyLeaders – Most Admired Poll
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  • #CoronavirusSA – Special Section
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  • #CustomerFirst – Craig Hannabus
    #CustomerFirst – Craig Hannabus
  • #NotSoOrdinary – Taazima Kala-Essack
    #NotSoOrdinary – Taazima Kala-Essack
  • #TheInterlocker – Emma King
    #TheInterlocker – Emma King
  • #Transformers Transform 2020
    #Transformers Transform 2020
  • #WritersBlock – Tiffany Markman
    #WritersBlock – Tiffany Markman
  • An Accountant in Adland – Siwe Lawrence
    An Accountant in Adland – Siwe Lawrence
  • Big Q – MarkLives Panel
    Big Q – MarkLives Panel
  • Big Reads on MarkLives
    Big Reads on MarkLives
  • By Invitation Only – Motive
    By Invitation Only – Motive
  • Campaigns – MarkLives
    Campaigns – MarkLives
  • Circulation Data – ABC Analysis
    Circulation Data – ABC Analysis
  • Clicks ’n Tricks – Charlie Stewart
    Clicks ’n Tricks – Charlie Stewart
  • Curiosity – Marguerite Coetzee
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  • Dear Radio – Paulo Dias
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  • Extracts — Books & Research
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  • Fair Exchange – Erna George
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  • Hard Relate – David Alves
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  • Herding Words – Wendy Shepherd
    Herding Words – Wendy Shepherd
  • Hermaneutics – Herman Manson
    Hermaneutics – Herman Manson
  • Masterclass Notes – Johanna McDowell
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  • Media Redefined – Martin MacGregor
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  • Mission – Tom Fels
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  • Press Pass – Carey Finn
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  • Q5 – Carey Finn
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  • SA TV Ratings – MarkLives
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  • The Power Report – Megan Power
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  • The Suit – Jason Harrison
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  • Thinking B2B – Warren Moss
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  • Watched – Richard Lord
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  • WTF?! – Leigh Tayler
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