Adspend – March 2022

The Top 10 South African March 2022 advertisers

	Advertiser	Mar-20	Advertiser	Mar-21	Advertiser	Mar-22
1	UNILEVER SA	R                   97 083 981	SHOPRITE HOLDINGS LTD	R                 132 793 800	UNILEVER SA	R                 151 173 569
2	OUTSURANCE INSURANCE	R                   96 794 758	UNILEVER SA	R                 119 900 144	SHOPRITE HOLDINGS LTD	R                 122 169 447
3	CLIENTELE LIMITED	R                   88 419 734	OUTSURANCE INSURANCE	R                 116 562 808	OUTSURANCE INSURANCE	R                 114 499 543
4	SHOPRITE HOLDINGS LTD	R                   68 127 229	GLAXOSMITHKLINE	R                 101 041 356	CLIENTELE LIMITED	R                 113 938 920
5	TELESURE INVESTMENT HOLDINGS LTD	R                   64 063 699	RECKITT & BENCKISER	R                   93 593 469	MOBILE TELEPHONE NETWORK	R                   93 261 325
6	GLAXOSMITHKLINE	R                   57 319 016	CLIENTELE LIMITED	R                   88 740 167	TIGER BRANDS	R                   86 576 231
7	GOVERNMENT NATIONAL	R                   48 961 490	TELESURE INVESTMENT HOLDINGS LTD	R                   80 864 970	FAMOUS BRANDS LIMITED	R                   71 924 222
8	BEIERSDORF CONSUMER PRODUCTS	R                   48 450 414	PEPKOR HOLDING LIMITED	R                   75 223 339	SHOWMAX	R                   69 344 287
9	YUM SOUTH AFRICA	R                   48 388 329	SHOWMAX	R                   74 440 182	PEPKOR HOLDING LIMITED	R                   66 182 514
10	PEPKOR HOLDING LIMITED	R                   46 143 087	PICK N PAY	R                   72 994 305	GLAXOSMITHKLINE	R                   64 885 578
		R        663 751 737		R        956 154 540		R        953 955 636

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

• The top 10 spenders invest about over R660m-R950m YoY in the month of March and make up 20-24% of total advertiser spend in March YoY.
• The top advertisers are driven by the FMCG and financial categories.
• Unilever SA was the highest spender for 3 consecutive years in the March months.
• Overall top 10 spend increased in March YoY +44% in 2021 and decreased -0.2% in 2022.
• An interesting player is Showmax, appearing in the top 9 in 2021 March and top 8 in 2022 March 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.