Nielsen AdEx Top 50 SA advertisers 2015 vs 2016 •

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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Spend per category

Media

2016 (ZAR)

2015 (ZAR)

Change

Rank

2016 advertisers

2016 total spend (ZAR)

2015 advertisers

2015 total spend (ZAR)

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