As compared with June last year, Canon has cut its adspend by 73 per cent this year. In terms of individual products, the relevant expenditure for promoting the EOS 700D digital SLR camera was 80 per cent less than what the brand spent on advertising the EOS 5D Mark III during the same period last year.
As a whole category, adspend for SLR cameras and digital cameras dropped by 58 and 86 per cent on a year-on-year basis.
McDonald’s has also cut its ad budget for its Extra Value Meals and Happy Meals. Taking up 40 per cent of the adspend for the restaurant category, fast food campaigns dropped by 15 per cent year-on-year.
As the sports category had invested heavily during the Olympic games last year, it is not surprising to see a drop in adspend in the category this year. Spending on campaigns for football shoes dropped by 90 per cent.
Adidias, in particular, cut its adspend by 85 per cent, although it remains the top spender in the category.
June’s overall adspend was sluggish and saw a decline of 0.4 per cent for the first time since 2009. Expenditure in June, amounting to US$438.2 million (HK$3.4 billion), also recorded a drop of 8 per cent compared to May.