Marketing

Drinks brand advertising up 80%

The most significant year-on-year growth in the advertising market last year came from drinks brands which were up by close to 80% in terms of total spend according to This Year, Next Year, media investment company Group M's End of Year forecast, published recently.
The most significant year-on-year growth in the advertising market last year came from drinks brands.

The most significant year-on-year growth in the advertising market last year came from drinks brands.

The report believes that the growth in drinks advertising has been “driven by a forced focus on the in-home trade for both alcoholic and soft drinks brands as well as a pivot to supporting non-alcoholic variants for the former in response to tightened advertising guidelines”.

The Irish advertising market generally grew much faster than expected to “reach a level not seen since before the crash of 2008” noted the report.

As a result, GroupM puts the growth in general advertising in 2021 at just under 20% and it anticipates further growth of 9% this year.

GroupM’s report points to the pandemic having proven to be an accelerant to “shifting consumption trends, be they media or economic”.

 

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