Adspend – January 2022

The Top 10 South African January 2022 advertisers

	Advertiser	Jan-20	Advertiser	Jan-21	Advertiser	Jan-22
1	OUTSURANCE INSURANCE	R                   98 066 510	OUTSURANCE INSURANCE	R                 114 261 425	SHOPRITE HOLDINGS LTD	R                 130 156 541
2	SHOPRITE HOLDINGS LTD	R                   95 629 295	UNILEVER SA	R                   96 154 966	SHOWMAX	R                 115 227 166
3	CLIENTELE LIMITED	R                   57 831 081	SHOPRITE HOLDINGS LTD	R                   83 556 042	MOBILE TELEPHONE NETWORK	R                   99 652 376
4	PEPKOR HOLDING LIMITED	R                   55 383 022	SHOWMAX	R                   67 823 415	OUTSURANCE INSURANCE	R                   89 857 356
5	UNILEVER SA	R                   50 344 197	GLAXOSMITHKLINE	R                   60 257 369	CLIENTELE LIMITED	R                   89 157 580
6	GLAXOSMITHKLINE	R                   45 870 808	PEPKOR HOLDING LIMITED	R                   49 525 190	UNILEVER SA	R                   88 233 151
7	MASSMART	R                   43 120 098	YUM SOUTH AFRICA	R                   47 117 863	VODACOM COMMUNICATION	R                   73 547 094
8	YUM SOUTH AFRICA	R                   39 185 943	PICK N PAY	R                   44 298 901	GLAXOSMITHKLINE	R                   62 402 985
9	CELL C	R                   36 827 575	CLIENTELE LIMITED	R                   43 816 749	PEPKOR HOLDING LIMITED	R                   61 003 326
10	DISCOVERY HOLDINGS	R                   35 308 794	TIGER BRANDS	R                   42 428 676	FAMOUS BRANDS LIMITED	R                   55 425 191
		R        557 567 323		R        649 240 596		R        864 662 766

South African Adspend data provided by Zora Hlumbane, Strategist at Meta Media

• The top 10 spenders invest about over R550m-R860m YoY in the month of January and make up 22-27% of total advertiser spend in January YoY.
• The top advertisers are driven by the FMCG and financial categories.
• Outsurance was the highest spender for 2 consecutive years in the January months in 2020 and 2021
• Overall top 10 spend increased in January YoY (+16% in 2020 and +33% in 2021).
• An interesting player is Showmax, appearing in the top 4 in 2021 January and top 2 in 2022 January COVID changed the media consumption landscape which offered an opportunity for Showmax viewership to increase, as people were staying home and streaming more.

View the tracked monthly South African advertising spend.