Who spent the most on advertising during 2020?

Who spent the most on advertising during 2020?

Find out who spent the most on advertising during 2020 and the forecasts for 2021. The biggest advertiser in 2020 was HM Government who spent £164m up a staggering 238% year on year! This is hardly surprising when you consider the magnitude of changing pandemic/COVID messages over the last 12 months.  HM Governments large spend was followed by Unilever up 76% to £137.5m, Sky £124.2m and P&G £117.2m, all undoubtedly underpinned by the pandemic…the need to increase brand trust and capitalise on more time being spent indoors. The rest of the top 10 is made up of McDonald’s (£89.7m, down 41%), Tesco (£81.1m, up 1%), Public Health England (£80.5m, up 796%), Reckitt (£75.1m, down 10.9%), L’Oréal (£72.4m, up 7%) and Amazon (£67.3m, down 40%). Overall spend across the top 10 UK advertisers dropped 19% in 2020, with an estimated combined ad spend of £7.3bn. Five of the top 10 reduced ad spend, with just three brands, excluding the Government and Public Health England, increasing investment. TV remained the largest channel in 2020 with an estimated spend of £4.4bn, followed by out-of-home £1.1bn, press £969m, radio £783m and cinema £54.9m (source Nielsen) The UK’s ad market is expected to grow by 15.2% this year to £26.69bn, growth is expected across most media sectors in 2021. Particularly strong results are expected in cinema at 228.4% and reflective of the fact the sector was closed for most of 2020; digital out of home at 53.6%, traditional out of home at 37.7%, and video on demand at 21.2%. (Advertising...
The best media to be including in your marketing plans right now

The best media to be including in your marketing plans right now

Over the next few months, England and Wales will take the first tentative steps out of lock-down restrictions. Find out how to market to your audiences as their behaviour changes. To quickly re-cap, below are the key dates in the lifting of restrictions in both countries. Key Dates in England 12th April – retail, gyms, zoos, theme parks, self-contained accommodation to re-open, outdoor hospitality to re-open with alcohol served and no curfews. 17th May – ease of limits on visiting family and friends, indoor hospitality to re-open with alcohol served and no curfew, cinemas, hotels and indoor and outdoor performances and sporting events allowed. 21st June – all social contact limits removed, nightclubs to re-open. Key Dates in Wales 26th April – outdoor hospitality to re-open with alcohol served and no curfews, outdoor attractions to re-open. 10th May – gyms to re-open and extended household ‘bubbles’ allowed to meet indoors. 17th May [not confirmed] – possibly allowing indoor hospitality and hotels to re-open in time for the Spring bank holiday on 31st May. From the end of April, consumer behaviours in England and Wales should change significantly as people are allowed to enjoy hospitality venues. We can expect to see a shift in people wanting to spend more time outside of the home, especially in the warmer summer months. So, what is the best media to use in your marketing campaigns over the next few months? Radio Radio listening has increased significantly over the past 12 months. A new, affluent, audience has emerged as people work from home. Radio is trusted by listeners who use it to get the...
Out-of-home audiences at 73% of pre-COVID levels.

Out-of-home audiences at 73% of pre-COVID levels.

Great news for out-of-home! With children returning to school. and many people returning to the workplace, roadside audience figures are increasing! Audience numbers are now at 73% of pre-COVID levels. Furthermore, according to National Statistics, 53% of workers travelled to their workplace at least once during the week to March 14 – this is 48% up from the week before. As the end of March approaches and more restrictions are being lifted, we can expect audience mobility to continue to grow. Here are some key stats: Clear Channel’s roadside audience levels at 73%. Audience levels within residential areas have increased by +9 percentage point to 81%. (Source: Clear Channel Radar (w/e 13th March)Audience levels in proximity to Asda and Sainsbury’s (83%) and parks (77%) have increased by +10 and +7 percentage points respectively. (Source: Kinetic Viewpoint (24th February).Alfresco Life survey shows that leaving home to grocery shop (83%) or exercise (82%) are the most popular activities. (Source: Google Mobility Data 16th March 2021 (7 Day Average)).Mobility to parks is currently at +23% above the baseline. (Source: Talon ADA (w/e 7th March)).London roadside traffic is now at 93% vs the baseline average following a 1% growth WoW.Visits to supermarkets witness 1% growth WoW, currently at 96% vs average. Predicted Impacts and reach figures for 2021 This is excellent news for our clients who have missed out of home advertising over the last year. The above figures are really promising and only set to increase as restrictions relax. If you would like us to look at an outdoor campaign for your business our friendly team would be more than happy to...
Working from home creates new radio audience

Working from home creates new radio audience

Nearly half of working adults in the UK are currently working from home [WFH], and 56% of those people listen to commercial radio. This ‘new’ audience of radio listeners is an exciting prospect for advertisers. A listener survey conducted by Radiocentre in April 2020, found that 45% of commercial radio listeners who were working from home were listening to more radio than they were before the COVID-19 pandemic. This has now increased to 50% of people. In 2020, there was a strong shift towards increased radio listening as we changed the ways we consume our media, and these new radio listening habits have become entrenched. Commercial radio listening is up by 38% (94 minutes per day more listening) since the start of the pandemic, according to DRG the research agency commissioned by Radiocentre “Staying Connected During the Covid-19 Crisis) to look into changing listener attitudes. So why are people listening to more radio? The main reason people give for listening to radio during lockdown is for company [84%], it is also a trusted source of news, and makes people feel happy [77%]. All about the Working from Home ‘WFH’ audience This new WFH audience is affluent, with 84% being ABC1, and 63% owning or part-owning their own home. 52% of commercial radio listeners who work full time say they would research a product if they heard it advertised on the radio.The WFH audience have disposable income to spend due to out-of-home outlets being closed. Over 40% are regularly getting takeaway food delivered.The WFH group was the group most likely to be spending more money in their local areas than...
How did video viewing habits change in 2020?

How did video viewing habits change in 2020?

Before 2020, there was a fairly consistent story about TV and video viewing. However as with pretty much every sector, 2020 made a mockery of predicted TV and video trends. Throw in Disney+ (good time to launch) and TikTok (good time to exist) and this year’s analysis of the video world is anything but predictable. Below are the key points. All forms of TV grew in 2020.Broadcaster TV advertising accounted for 91% of all video advertising.YouTube accounted for 5.6% of video advertising.From nothing, TikTok took 3.5% of video viewing time (1.4% of video advertising).Broadcaster TV continues to be the largest single portion of video viewing (incl. for 16-34s). Total video time grew by a significant amount in 2020: 40 minutes per person per day. The obvious exception here is cinema, which saw a 75% drop in viewing time through no fault of its own. We’d expect this to be temporary and that cinema will bounce back once normality resumes. Broadcaster and subscription TV dominate, accounting for 94.1% of TV set viewing. New entrant TikTok had a pretty significant impact for its first full year and accounted for 3.5% of all video time in 2020. YouTube increased its share from 12.5% in 2019 to 13%. Interested in how video advertising can work for you? Get in touch with our friendly team who can choose the right selection of video platforms for your...
Video on demand growth stays strong into 2021

Video on demand growth stays strong into 2021

Growth in video on demand [VOD] has remained strong into early 2021, as ‘stay at home’ restrictions continue in the UK. Sky VOD is up 40% year-on-year, with boxset bingeing and news driving the increase. Entertainment viewing is up 33% year-on-year, with news up 23% as people continue to want to stay abreast of changing guidelines. Watching during the daytime, and on televisions, has also increased. Daytime VOD Viewing in 2020 increased by +60% y-o-y and television VOD viewing now accounts for more than 1 in 10 of all minutes viewed for Sky individuals. There has never been a better time to include video on demand in your marketing plans. The wealth of targeting opportunities suit any budget, and reporting helps track performance. The Media Angel can target VOD campaigns using location, postcode, age, gender, affluence, families with children, home owners, car owners pet owners, and so many more! If you’d like to find out more about including video on demand into your marketing campaigns, get in touch with our friendly...