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Adspend – December 2021

The Top 10 South African December 2021 advertisers

Advertiser Dec-19 Advertiser Dec-20 Advertiser Dec-21
1 SHOPRITE HOLDINGS LTD  R         163 924 909 SHOPRITE HOLDINGS LTD  R         150 218 374 SHOPRITE HOLDINGS LTD  R            178 049 539
2 COCA COLA SOUTH AFRICA  R         141 198 055 UNILEVER SA  R         126 582 386 UNILEVER SA  R            157 940 449
3 GLAXOSMITHKLINE  R          85 265 682 BEIERSDORF CONSUMER PRODUCTS  R         119 476 426 SHOWMAX  R            103 615 182
4 CLIENTELE LIMITED  R          82 699 093 OUTSURANCE INSURANCE  R          84 692 281 CLIENTELE LIMITED  R            102 523 332
5 YUM SOUTH AFRICA  R          59 852 379 GLAXOSMITHKLINE  R          75 221 594 GLAXOSMITHKLINE  R            100 291 603
6 OUTSURANCE INSURANCE  R          57 303 209 MASSMART  R          68 458 064 MOBILE TELEPHONE NETWORK  R              98 726 283
7 RECKITT & BENCKISER  R          49 197 112 TIGER BRANDS  R          63 120 404 FAMOUS BRANDS LIMITED  R              88 485 456
8 MASSMART  R          48 224 992 COCA COLA SOUTH AFRICA  R          60 121 726 TIGER BRANDS  R              82 174 099
9 PEPKOR HOLDING LIMITED  R          47 582 500 DISTELL  R          58 091 570 PICK N PAY  R              79 388 774
10 VODACOM COMMUNICATION  R          47 381 739 PICK N PAY  R          57 998 214 STANDARD BANK  R              77 618 476
  • South African Adspend data provided by Zora Hlumbane, Strategist at Meta Media The top 10 spenders invest about over R780m YoY in the month of December and make up 23-25% of total advertiser spend in December YoY.
  • The top advertisers are driven by the FMCG and financial categories
  • Shoprite holdings is the highest spender for 3 consecutive years in the December months
  • Overall top 10 spend increased in December YoY (+10% in 2020 and +24% in 2021)
  • An interesting player is Showmax, appearing in the top 3 in 2021 December, COVID changed the media consumption landscape which offered an opportunity for Showmax viewership to increase, as people were staying home

View the tracked monthly South African advertising spend.