By Keri Algar
SYDNEY, NSW: Harvey Norman ranked third in the top ten media spenders in Australia for 2010, according to The Nielsen Company’s Top Media Advertisers report for the calendar year 2010. Advertising spends across all categories for the retailer, including TV, press, radio and online was $145 million, up 7 per cent from 2009.
Wesfarmers, parent company of Bunnings, came in as Australia’s top media advertiser with a spending across all categories of $239 million dollars in 2010, up 15 per cent from 2009.
Overall, retailers spent $2,179.2 million across all media, representing a 6.6 per cent growth from 2009 and leading all other categories including motor vehicles, entertainment, finance and real estate. The advertising industry in general experienced rebound growth in 2010 from 2009, worth an estimated $10 billion, according to the report.
Peter Cornelius, managing director, Australia Media at Nielsen said that the increase in media spending shows a recovery from a dip in 2009.
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“Overall, advertising spending in 2010 by our estimates increased by almost 10 per cent over 2009,” said Cornelius. “In the case of advertising performances across television in the major metropolitan and regional markets, estimated spending lifted to almost $4 billion; representing nearly 40 per cent of all Australian media spending.
“The levels of growth across most of 2010 have certainly slowed in 2011; albeit reflecting that media activity has returned to business as usual pre GFC trends. Recent media reports indicate patchy results across some media, possibly due to the recent devastating floods and cyclone damage, consumer caution over escalating food and energy costs, and concerns over the impact of the Government’s proposed carbon trading levy.”