Who Spends the Most on TV Advertising?

The TOP 10 ranking of the most active advertisers in the first half of 2017 is led by representatives of the pharmaceutical industry.

The clear leader is Aflofarm with a GRP of 114,551.24, followed by Polpharma – according to an analysis by media house Codemedia. The last spot on the podium is taken by a representative of the FMCG sector – Unilever. Compared with the ranking covering the same period last year, this year's list is missing T-Mobile, which recorded an 18% decline in activity. PepsiCo, however, has joined the TOP 10.

All advertisers from the pharmaceutical industry included in the ranking increased their TV activity year on year. The largest increases were recorded by US Pharmacia Inc. and Polpharma, by 30% and 28% respectively. This did not, however, threaten Aflofarm's position, as it recorded more than twice the GRP of Polpharma, which placed behind it, in the first half of this year.

In the ranking of the largest advertisers, the dominant categories are pharmaceuticals and FMCG. The increased activity of the former may stem from the long-announced bill aimed at restricting advertising of pharmaceutical products. If US Pharmacia Inc. maintains its growth dynamics in the second half of the year, there is a chance that the podium covering all of 2017 will be taken only by this category – says Bartosz Zientek, Group Account Director, Codemedia.

As for representatives of the FMCG sector, the ranking covering the first half of 2017 includes: Unilever, Nestle, Ferrero, as well as Procter & Gamble and PepsiCo. Most advertisers moved up or down one position in the ranking, which is the result of small changes in the amount of GRP generated by their brands – adds Bartosz Zientek, Group Account Director, Codemedia.

A representative of the retail sector also placed in the TOP 10 – Lidl, which recorded a 10% increase in activity year on year. One telecom, Orange S.A., remained in the ranking of the most active TV advertisers.

The ranking of the most active TV advertisers is prepared by media house Codemedia once every six months.

Codemedia is an innovative media house focusing primarily on electronic media – television, the internet, mobile media, as well as other traditional channels. Codemedia has many years of experience in comprehensive planning of TV and online campaigns, which has resulted in the development of models and tools that maximize the synergy of these channels.

The media house builds its market position through a unique combination of competencies in media, sales and marketing outsourcing, and a strong correlation of media buying and strategic media planning with clients' sales goals. Clients value the effectiveness and high quality of the activities carried out. Codemedia works with clients from various industries and effectively supports their sales, and the media house's portfolio to date includes companies such as: Tesco, Polkomtel, Indykpol, 3M, Idea Bank, BIZ Bank, Robert Bosch, Olewnik, Monster Polska, Ebay, Angelini Pharma, Praktiker, Skandia and others.

More information: codemedia.pl

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