The largest domestic advertisers increased their investment in buying ad space in media in the first quarter of 2024. This is according to data from Nielsen, which monitors the level of advertising investment. The monitoring data also shows that the growth is not only for the largest advertisers, but also for medium-sized and smaller advertisers.
Lidl was the largest advertiser in the first quarter of 2024, ahead of Simply You Pharmaceuticals and the Kaufland chain. Four of the top five advertisers are from supermarket chains.
"Overall, we are seeing year-on-year growth in advertising investment across all media types. For individual top advertisers we see an increase compared to the same period last year, and it is not only the largest advertisers, but also others not included in the ranking," Marek Zámečník, Sales Director at Nielsen CZ a SK, commented to MediaGuru.cz on the first quarter results.
The strongest advertising segment in the first quarter was the food and grocery segment by a wide margin. This was followed by the banks and insurance segment and the pharmaceuticals segment.
Source: Nielsen (INTERNET monitoring source: SPIR-Nielsen, TV prices by viewership source: ATO-Nielsen)
Source: Nielsen (monitoring INTERNETU zdroj: SPIR-Nielsen, ceny TV dle sledovanosti zdroj: ATO-Nielsen)"The increase in investment is affecting most categories, with only the Media category showing a slight decline, but this may not reflect future developments and we will wait for new data from Q2. Chains, banks and pharmaceuticals have long had the highest advertising investment of all segments. The small difference between the bank and pharma segments may bring a shift in the ranking between these categories," Marek Zamecnik summarizes the results.
Thus, the monitoring data do not yet confirm the fears that accompanied the entry into the new year regarding the possible caution of advertisers this year, especially due to last year's drop in household consumption.
The Czech economy contracted by 0.2% in 2023 after two years of growth (source: CSO). It could return to growth of 1.2% this year, according to the finance ministry's forecast, mainly thanks to renewed growth in household consumption (estimate +2.6%, -3.2% in 2023).
Source: mediaguru.cz
