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.