Adspend - November 2021

The Top 10 South African November 2021 advertisers

	Advertiser	2019	Advertiser	2020	Advertiser	2021
1	SHOPRITE HOLDINGS LTD	R167 440 208.00	UNILEVER SA	R188 843 347.00	UNILEVER SA	R254 799 959.00
2	GLAXOSMITHKLINE	R97 112 506.00	SHOPRITE HOLDINGS LTD	R145 439 229.00	SHOPRITE HOLDINGS LTD	R163 824 100.00
3	OUTSURANCE INSURANCE	R91 770 021.00	GLAXOSMITHKLINE	R129 579 354.00	GLAXOSMITHKLINE	R130 710 296.00
4	CLIENTELE LIMITED	R78 134 157.00	OUTSURANCE INSURANCE	R102 309 585.00	VODACOM COMMUNICATION	R122 400 209.00
5	MASSMART	R71 311 285.00	CLIENTELE LIMITED	R85 937 494.00	OUTSURANCE INSURANCE	R109 137 677.00
6	STANDARD BANK	R62 971 770.00	BEIERSDORF CONSUMER PRODUCTS	R77 038 863.00	CLIENTELE LIMITED	R104 186 910.00
7	PEPKOR HOLDING LIMITED	R62 611 792.00	MASSMART	R66 437 056.00	SHOWMAX	R95 074 774.00
8	NEDBANK	R61 367 577.00	PICK N PAY	R64 288 838.00	TIGER BRANDS	R91 459 341.00
9	UNILEVER SA	R60 653 687.00	SPAR SOUTH AFRICA	R61 490 618.00	PICK N PAY	R85 082 163.00
10	SPAR SOUTH AFRICA	R58 500 530.00	DISTELL	R58 038 855.00	FAMOUS BRANDS LIMITED	R80 456 839.00
		R811 873 533.00		R979 403 239.00		R1 237 132 268.00

The top 10 spenders invest about +/-R1 billion YoY in the month of November and make up 19-24% of total advertiser spend in October YoY.
The top advertisers are driven by the FMCG and financial categories.
Unilever is known for the highest spender.
Overall top 10 spend increased YoY (+21% in 2020 and +26% in 2021).
An interesting player is Showmax, appearing in the top 10 in 2021 November, COVID changed the media consumption landscape which offered an opportunity for Showmax viewership to increase, as people were staying home.

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