Diageo Ireland remains 2012’s top advertiser in Out Of Home

Heineken Ireland was the top advertiser in ambient media in 2012 based on display values.

Diageo Ireland was again the top advertiser on 'Out Of Home' in 2012 with a 3.83% ‘Share Of Voice’ despite a decrease in display value of 11%, according to PML Group’s Out Of Home Market Review.

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Off-trade

Many brands within Diageo’s portfolio invested in ‘OOH’ in 2012 including Guinness, Smithwick’s and Smirnoff.

Heineken scaled back significantly in 2012 to a 2.41% ‘SOV’, ahead of  Coca-Cola and PepsiCo, both of which, at 2.16% and 2/03% respectively, invested similar amounts in OOH in 2012 as in 2011.

At 1.65% IDL was among the advertisers who entered the top 15 having been outside this group in 2011, stated PML.
Categories falling back in 2012 included Telecoms, Beers & Ciders, Confectionery and Films.

Ambient media spends
In ambient media, Heineken Ireland was the top advertiser in 2012 based on display values with a 5.68% SOV, in second place overall to Vodafone with 6.13%.

IDL Pernod Ricard took fourth place with a SOV of 3.61%.

As a category Beers & Ciders ranked fourth in SOV with 9.3% and Soft Drinks came in in fifth place with a SOV of 6.5%.

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