The Lidl supermarket chain was also the largest advertiser in media advertising in 2024. It was followed by Albert and Kaufland. The top three remained unchanged from 2023. This is according to monitoring data from Nielsen.
Last year's data also shows that Allegro and HP Tronic Zlín (Datart, Eta) broke into the top ten, while compared to 2023 Mountfield and Czech Pharmacy Holding (Dr. Max) dropped out.
In terms of segments, food retailers and food chain operators invested the most in media advertising, by a wide margin from other categories. The second strongest segment was banks and insurance companies and the third was pharmaceuticals.
Source: Nielsen (Internet monitoring source: SPIR-Nielsen, TV prices by viewership source: ATO-Nielsen)
Source: Nielsen (Internet monitoring source: SPIR-Nielsen, TV prices by viewership source: ATO-Nielsen)"Overall, we are seeing a year-on-year increase in advertising investment. We can see an increase in the number of advertisers compared to the same period last year, not only for the largest advertisers, where the increases are up to double digits, but also for others who are not included in the ranking," Marek Zámečník, Business Director of Nielsen, commented to MediaGuru.cz on last year's results.
According to him, the increased investments apply to most categories, where there is an average increase of 10 to 13 percent. "Chains, banks and pharmaceutical companies have long had the highest investment in advertising of all segments. The small difference between the electronics and recreational segments may bring a shift in rankings between these categories. We may also find a more significant increase in rankings in the cleaning products segment," he adds.
Nielsen does not disclose the volume of investment by individual media. However, the above statement shows that the total value of monitored ad investment was higher compared to 2023, and growth was across most media types.
Source: mediaguru.cz
