Marketing Report
Retail, communications sectors topped Australia’s ad spend in 2023, Nielsen data news

Retail, communications sectors topped Australia’s ad spend in 2023, Nielsen data

 Data released by Nielsen Ad Intel, Australia’s most comprehensive ad spend monitoring service, has revealed which sectors invested the most in advertising across the nation in 2023.

Nielsen’s list of Australia’s Top 20 categories by ad spend for 2023  is the result of detailed analysis, which delivers an accurate view of advertising trends and spending by category between January and December last year.

Retail topped the list with a combined spend for 2023 of $2.56 billion, followed by communications at $818m, then motor vehicles at $661m. Close behind was the travel and accommodation sector with a significant investment of $596m. Rounding out the top five was entertainment and leisure with a 2023 ad investment of $583m.

Of the top 10 categories, motor vehicles increased 10% year-on-year, travel rose 6%, and insurance was up by 7%.

Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “In a year marked by massive shifts in consumer behaviour and changes in the way Australians consume media, these numbers highlight the strategic recalibration brands are making to remain relevant. Retail’s record $2.56 billion investment in advertising reflects the need for retailers to advertise to stay connected with consumers as they diversify how and where they purchase.

These Nielsen Ad Intel insights not only give us a great snapshot of the changing media landscape in 2023, but serve as indicator of the economic and consumer trends brands need to be on top of to successfully navigate 2024 and stay ahead of their competition beyond that.