Australia adspend: Retail rules in H1 2021

Australia’s retail sector recorded the biggest adspend in the first half of 2021, with the largest share of advertising being attributed to supermarkets, food outlets (takeaway/restaurants) and household furnishings, followed by the communications category with internet content services, internet providers and mobile communications contributing significantly to the category’s overall spend, according to data by Nielsen Ad Intel.

Why it matters

Advertisers have shifted their budgets over the last year and adapted their messaging to accommodate the change in consumer behaviour due to the COVID-19 pandemic, with the retail sectors a reflection of the current state of play within Australia, as most states entered various forms of restrictions.

Four findings

• Financial institutions are promoting financial and business support with the big corporations showing support for small to medium businesses.
• The three main ways that they are doing so are: incentivising consumer spending; equipping business owners with training; and providing additional marketing support and advice.
• The automotive industry is seeing green shoots as sales increase although global supply shortages have extended delivery waiting times and held back sales.
• Harvey Norman Holdings topped the rankings for group level adspend, with other Top 10 companies being Suncorp Group, Woolworths, Coles Group and Wesfarmers, which owns Kmart.

Quote

“We are seeing more brands play their part in helping businesses back on their feet since the beginning of the pandemic. Importantly, this isn’t just an arena for banks and large conglomerates to play in, even smaller brands can help business owners, employees or those now unemployed in a way that is unique to them” – Rose Lopreiato, Ad Intel commercial lead, Nielsen.