Amazon was the biggest advertiser during last weekend’s prime time TV, airing more than 2 hours and 9 minutes of ads, according to new research.
The supermarket war is raging on with 7 of the UK’s biggest supermarkets making the top 20. Conspicuously absent is Sainsbury’s that fails to make the list.
Analysis from TVTY, the Moment Marketing company, reveals that Amazon aired the most TV advertising across the weekend’s prime time slots (totalling more than 2 hours 9 minutes, across 244 ads).
Amazon is quickly followed by Currys PC World, which aired more than 2 hours 2 minutes of ads during its 231 spots.
Budget supermarkets Aldi and Lidl rank third and fourth in the analysis of total ad time. While a further five supermarkets are also included the top 20 (Morrisons, Marks and Spencer, Iceland, Asda, Waitrose), conspicuously absent from the list is Sainsbury’s that fails to make the top 20.
Luxury fashion icons, Dior and Chanel, also break into the top 20 for total ad duration in the weekend’s prime time slots.
Antoine de Kermel, MD EMEA TVTY, commented, “Whilst consumers prepare for the most festive time of the year, brands are engaged in a battle for their attention. For the supermarkets, it’s an all out war to capture consumer eyeballs.
“With huge audiences flocking to prime time television, it’s no wonder that brands are fighting it out to be the most prominent. However, this also comes at a cost. To make the most out of their TV advertising, the savviest brands will maximise their spending by implementing moment marketing campaigns – syncing the launch of digital advertising when their TV ads are aired. We’re also seeing huge rises in the number of brands that are ‘ad-jacking’ – syncing their digital advertising to the exact moment a competitors’ TV advertising airs, so that their own products are the first thing a consumer sees when they reach for their smartphone or tablet.”
The full top 20 table can be found below, including the total length of time for advertising.
TVTY used its real-time TV monitoring to analyse the TV advertising during the weekend’s prime time TV slots (10th and 11th December).