2021: significant media spending, more than €4.7 billion

Bol.com spent 73 percent more on traditional advertising last year. Although this is a significant increase, the webshop is not the largest percentage increase. This honor goes to MediaMarkt: with spending of more than 23.8 million euros in 2021, this brand sees a 204.6 percent increase in gross offline advertising costs, according to research by AdFact.

The most striking and largest percentage decline of the top 50 is Koopjedeal.nl, which spent more than 63 percent less this year. In 2020, the site was still in sixth place among brands that spend the most on advertisements. This year the site is no longer in the top 10; the website is now in position 33.

Despite a second corona year with lockdowns, Dutch advertisers again spent more on traditional advertising in 2021 than in the previous year. This concerns gross media expenditure in the traditional media (radio, television, magazines), ‘Out of Home’ (such as bus shelters) and cinema advertising.

So far in 2021, more than 4.7 billion euros has already been spent: an increase of 10 percent compared to 2020. We are not yet at a pre-corona level: in 2019 this media spending was 4.1 percent more.

At the top of the list with the most expenses is the retail sector, followed by media and traffic & transport. For comparison: pre-corona (in 2019) the top 3 looked different: Retail at the top, followed by traffic & transport, and tourism at 3.

After a monster campaign around the sports summer and the European Championship (19.51 million euros in media spending), it will come as no surprise that supermarket chain Jumbo is the brand with the most media spending this year. The supermarket has so far spent more than 95.3 million euros on offline advertisements. Compared to 2020, the company’s media value has increased by 84.3 percent. AH was the brand with the most media spending in 2019 and 2020. Discount competitor Aldi is a ‘new player’ in this area. The German supermarket chain has been spending significantly more on advertisements since 2019, also due to the use of TV advertising from September 2020 (they did not do this before this date).

Of the top 50 brands of 2021, the largest percentage riser in media spending is NS. The Dutch Railways spent more than 14.6 million euros this year, an increase of 878.6%. Pre-corona, in 2019, this percentage was 57.8 percent.

Top 5 largest percentage risers of brands (from top 50, 2021 compared to 2020)


Source: Nieuws – Emerce by www.emerce.nl.

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