The Nielsen agency focused on the Back to School period, i.e. the months of August-September, comparing the past two years, i.e. 2023 vs. 2024. The values correspond to list prices of advertising.
"The ranking of the Top 5 brands in the school and office supplies segment differs slightly for the total spend over the past 13 months and for the so-called Back to School period, i.e. August and September. These months are the strongest in the segment's purchases as students prepare to head back to school. The advertising investment strategies of individual brands vary. For some brands, it represents a larger part of their budget (Perro - 43%, Pilot 27%), while for brands like Pentel and Kores it only accounts for 14% of their budget over the last 13 months," comments Marek Zamecnik, Nielsen's "business director" on the data, and continues, "Also, the Lyreco brand even appears in third place in terms of investment volume in this period in 2024, although it is not in the Top 5 in full-year spending."
Nielsen's Ad Intel monitoring provides a comprehensive and structured overview of domestic advertising across the entire media sphere. It has been operating in the Czech Republic since 2010. The data for it is obtained through independent collection (TV, Print, Radio), declarations of the involved entities (OOH sector) and a combination of both approaches (Internet). Both collection and analysis are based on transparent methodological procedures. More information is available on the nielsen-admosphere.cz website.
Source: mam.cz
