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Top 20 categories by ad spend for 2023 revealed in latest Nielsen Ad Intel report

3 minute read | February 2024

Sydney, Australia – February 14, 2024 – Data released today 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.

About Nielsen Ad Intel

Ad Intel provides the most complete source of cross-platform advertising intelligence available today. With intuitive software, review-and-compare ad activity across media, company, category or brand, plus historical data.

Note: Nielsen monitors gross advertising expenditure in major media at published rate card values. While discounts are made available from some media owners, rates are not openly available. Please also note that the category and brand/product groupings figures are grouped at Nielsen’s discretion.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.

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Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
+61 404 088 462