Tuesdata: August’s most prolific TV advertisers
Welcome to Tuesdata, where we pick apart the most interesting data in the media and marketing industry.
No surprises today to start spring and September. Today we will be revealing the most prolific TV advertisers from the previous month thanks to Canda. We’ll share the top campaigns for August by spend and by spot count as the countdown to the end of the year well and truly gets going.
The full content of this post is for Unmade’s paying members only. Others will hit the paywall a little lower down.
This month has provided some variety in both the top 10 lists by spend and by spots. It’s also the first time that every spot in both charts was shown in all five metro areas. Usually there are one or two spots that skip a metro area or two.
There is one brand that stands out in particular for August. Google Business Services.
The big tech business has taken out the top two spots by spend, the first time a brand has held the number one and two spot in either of the lists since Unmade has been covering Canda’s data. It also features in the top ten by spot count.
Again it was the campaign featuring Baker Boy that Google was pushing, but to the extent that the 30 second spot was backed up by the 60 second spot in the rankings. It’s a rare thing to see a 60 second spot so prominent in either list.
Google has spent significant amounts of money pushing the Baker Boy spot over the last few months. By spend, the spot was sixth in last month’s rankings and third in June. The end of financial year has come and gone, but Google’s business services department certainly isn’t going quietly.
Insurance also had solid representation in the top 10 by spend, with Budget Direct and AAMI both making it in. A bonus for AAMI is that the spot has done well on YouTube as well, garnering over 3 million views.
Binge makes it into the chart off the back of the House of the Dragon promotional blitz.
As my colleague Tim Burrowes wrote on August 10 in his update on News Corp, “Binge’s paying numbers dropped from 1,212,000 customers to 1,192,000 - a fall of 20,000. The company will be hoping that HBO’s Game of Thrones prequel House of the Dragon is a massive hit when it launches later this month.”
In the spot count chart, food dominates August with Domino’s, Sanitarium and Hungry Jacks all making the cut.
Google Business Services comes in 10th, while Budget Direct also makes both lists, purchasing the second highest amount of spots of any brand for August. Australia Post and Sanitarium were the other two brands to make both lists.
The top 10 list of TV ads by spend and spot is below.