Aug 17, 2022

Unilever is top advertiser in three SEA markets: Nielsen

Plus, the biggest-spending advertisers in APAC according to Nielsen's Ad Intel solution.

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Consumer goods giant Unilever is the top advertiser in Indonesia, The Philippines and Thailand, according to data from Nielsen. While Unilever may top the rankings in some Southeast Asian markets, other geographies are more diverse in their rankings. For example, in Australia, government entities, Government and Government Victoria lead the way.

Market	Top advertisers in H1 2022	Top industry spenders in H1 2022	Estimated spend ($M)
Singapore	SMRT Trains	Services	262.9
	Lazada Singapore	Agricultural/ industrial/ commercial	78.16
	Ministry of Comm & Information	Retail	54.95
Malaysia	Kem.Kesisatan	Government, social and political org	142.66
	Kem.Komunikasi & Multimedia M'sia	Retail	98.87
	Shopee Mobile M'sia	Miscellaneous	38.62
Indonesia	Unilever	Office Equipment, computer, communications	1963.08
	Valorant	Toileteries and cosmetics	1697.61
	Mayora	Beverages	1525.07
The Philippines	Unilever Philippines	Medical products and equipment	1619.13
	Procter & Gamble Phils	Home Care products	1011.68
	Unilab	Government agencies, institutions and public utilities	756.72
Thailand	Unilever (Thai) Holdings	Retail shops/ stores	158.74
	Nestle (Thai)	Non alcoholic beverages	130.84
	Procter & Gamble (Thailand)	Motor vehicles	71.15
South Korea	Samsung Electronics	Computers & telecommunications	665.71
	LG Electronics	Financing insurance and securities	659
	KT	Food	597
Taiwan	P&G Taiwan	Medical and beauty	60.93
	Suntory Wellness	Computers	30
	Holland Glaxosmithkline Pharmaceutical	Homecare products	13
Australia	Government Commonwealth	Retail	1.551.1
	Government Victoria	Communications	540.3
	Harvey Norman	Finance	383.7
New Zealand	Ministry of Health	Government departments, services and community	160.79
	Harvery Norman	Retail	156.14
	Foodstuffs NZ	Foodstuffs	110.16

Elsewhere, in Korea, local companies hold sway, with industrial conglomerates LG and Samsung expectedly topping the chart. The advertiser ranking for the city-state of Singapore is dominated by local companies too. The ranking is topped by SMRT Trains, with local entities such as Ministry of Communications and Information, NTUC Fairprice, Infocomm Media Development Authority and the Singapore Government all featuring in the top 20.

Source:

Campaign Asia