Nielsen: Ad Intel Review 2023

Nielsen: Ad Intel Review 2023.

  • 15th February, 2024

In the realm of advertising, radio stands as a resilient force, adapting and thriving amidst the ever-evolving trends. Today, Learning Waves delivered an enlightening workshop led by Garry Blair, the Head of Ad Intel at Nielsen. With his wealth of experience and expertise, Garry Blair delved into the intricate realms of media spend and creativity in Ireland in 2023. The workshop gave a comprehensive overview of media spend in Ireland in 2023. The Nielsen Ad Intel Review report up to December 2023 reports estimated spend figures. The estimates are based off industry agreed methodologies and collaboration. 

A major development Nielsen's reporting is the introduction of digital audio spend tracking which began in late 2023. The main findings of the report are:  

  • In Ireland, there were 12,615 advertisers who advertised 23,312 products.
  • Ad Spend was €757 million which is up €20.6 million, 2.79% year-on-year. 
  • TV has the biggest share at 29% at €222 million in 2023, down 3.4% in comparison to 2022. 
  • Radio share of spend was 24%, up 2.65% in comparision to 2022.
  • Out of home spend was €108 million, up 18% or €16.8 million. 
  • Press spend was €168 million, up 2% or €4 million. 
  • Cinema spend was €5.1 million, down 11% or €600,000.
  • Digital spend was €75 million, up 5% or €3.5 million. 
  • Radio spend was €181 million, up 2.6% or €4.7 million. 
  • Top 5 Brands in Radio Advertising; SuperValu at 1.6% (€2.95 million), Dunnes Stores at 1.5% (€2.91 million), National Lottery at 1.5% (€2.87 million), Tesco at 1.5% (€2.75 million), and An Post at 1.5% (€2.7 million).
  • Nielsen have been tracking Digital Audio since October 2023. Q4 spend was €4.6 million, with average spend per client being €56,902. 
  • Retail is the biggest category for Radio with over €50 million being spent on advertising. 

The Resilience of Radio in the Face of TV Challenges 

Gary began the workshop by highlighting the challenges faced by traditional TV, particularly with the rise of streaming platforms. As he aptly puts it, "While TV contends with shifting viewership, radio's live element remains its stronghold, offering a refreshing break from non-live content." As outlined in the report, although TV is the largest sector in terms of Ad Spend, it is declining. TV has the biggest share at 29% at €222 million in 2023, down 3.4% in comparison to 2022. Radio share of spend in 2023 was 24%, up 2.65% in comparision to 2022. The expansion witnessed in the radio sector underscores its capacity to keep up with the overall media landscape's advertising expenditure which has grown 2.79%.This insight underscores radio's unique appeal in the evolving media landscape. 

In Conclusion 

Gary's workshop provides a compass, guiding advertisers through the dynamics of media advertising. Concluding the workshop, Garry said, "The future of advertising lies in understanding and leveraging the distinctive strengths of radio, propelling campaigns to new heights of success." Advertisers, armed with these insights, can navigate the world of radio and craft campaigns that resonate deeply with their audiences.

For more information on the Nielsen Ad Intel Report view the full presentation here. If you have any questions on the report please email Garry Blair: garry.blair@nielsen.com. 

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