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Research : Sky overtakes P&G as biggest traditional ad spender … Nielsen

Research : Sky overtakes P&G as biggest traditional ad spender … Nielsen

by on April 23, 2018

Sky overtook Procter & Gamble as the biggest spender on traditional advertising in the UK in 2017, increasing year-on-year spend by 2.7% to £197.1m, reveals Nielsen data released today.

P&G’s spend dropped 1.4% versus 2016 to £196.8m, as did BT’s who retained third place despite a fall of 3.8% to £144.1m. Nielsen’s figures include the seven major traditional media formats but exclude internet advertising. [more…]

Research : Nearly half of online ads miss target audience … Nielsen

Research : Nearly half of online ads miss target audience … Nielsen

by on December 15, 2016

Mobile tends to be more accurate than desktop when targeting narrower groups

Only 53% of ad impressions served in the UK were viewed by people of the age and gender advertisers intended, according to a study of more than 44,000 campaigns across 17 countries by measurement company Nielsen.

The accuracy of ad targeting varies widely by sector, with travel marketers currently the most likely to reach their desired audience in the UK (doing so 66% of the time) followed by entertainment (64%). On the other hand, FMCG (40%) and retail (42%) marketers are most likely to struggle hitting their target audience.

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