Out-of-Home (OOH) Expenditure Review : Q3 2022

According to Talon Tracker, out-of-home advertising has recovered faster than the industry predicted, with Q3 spend for 2022 in line with the same period last year. Diageo led the spend, with a total estimated ratecard of 3.2m. The top spending category for Q3 2022 was Retail with a spend of 7.3m.


Top Categories

The top five categories on OOH for Q3 2022.

Retail was the top spending category, accounting for 19% of total OOH spend. Spend on Supermarkets & Grocery Chains amounted to 4m, accounting for 55% of Retail spend. Lidl (1.2m) was the top spender of the mid-category, followed by Musgraves (1m) and Tesco (723k). Fashion stores/brands (1.6m) accounted for 22% of category spend, with Sports Direct (656k) as top spender of the mid-category, followed by JD Sports (560k) and Boohoo (182k).

Food was in second place with 18% of total OOH spend. Chain Restaurants (3m) took 44% of category spend with McDonald's spending 1.7m, followed by Subway (431k) and Domino's (265k). Confectionary/Treats amounted to 2.4m, 35% of the category spend. Mondelez International was the top advertiser of the mid-category, with an OOH budget of 1.4m, followed by Nestle (357k) and McVities (219k).

Beers were the third biggest category in Q3 2022, accounting for 11% of OOH spend. Zero/Light beers (783k) accounted for 18% of the total Beers spend. Heineken (409k) was the top spender of the mid-category, followed by Diageo (253k) and Asahi (121k).

News & Tv was in fourth place with 11% of total OOH spend. Newspapers (162k) took 4% of the category with Independent News & Media (65k) achieving the top advertiser's spot in the mid-category, followed by the Irish Times with a spend of 41k. TV (4m) accounted for 96% of the category spend with Sky (2.5m) as the highest spender. Streaming Services took 46% of overall TV spend with Disney+ (973k) being the top advertiser of the sub-category, followed by Amazon Prime (537k) and NOW tv (359k).

Soft Drinks took fifth place with 8% of total OOH spend. Spend on Soft/Energy Drinks amounted to 2.9m, accounting for 79% of Soft Drinks spend. Coca-Cola (1.1m) was the top spender of the mid-category, followed by Suntory (826k) and Britvic (164k). Water/Juices (637k) accounted for 21% of the category spend with Suntory (268k) the highest spender, followed by PepsiCo (148k) and Coca-Cola bottlers (120k).


Top Advertisers

A look at the Q3 2022 top spending advertisers and a YoY comparison.

  • Diageo (3.2m) was the top spending advertiser for the quarter, keeping its top spot.
  • Sky (2.5m) was in second place, up one place vs the same period last year.
  • McDonald's (1.7m) was the third biggest advertiser, up two places vs Q3 2022.
  • Mondelez (1.5m) was in fourth place, down two places vs Q3 2022.
  • Unilever (1.4m) took fifth place, up four vs the same period last year.


Category Increases/Decreases

Looking at the categories in more detail, we wanted to pull out who the big spenders/fast growers were when compared to the same period last year.

Category Increases

Retail is consistently one of the top-performing categories in Out-of-Home. The intense competition means Retail brands constantly have to fight for consumer attention and secure that all-important space in consumer baskets. As we have now entered the busiest quarter of the year, we expect retail to keep its top spot with events such as Black Friday and Christmas in the not-too-distant future.

Retail (+31%)

  • Tesco increased their spend by 21%; to 723k.
  • JD Sports increased their spend by 4%; to 560k.
  • Dunnes Stores significantly upped their spend by 341%; to 476k.
  • Marks & Spencer's also massively increased their spend by 215%; to 441k.

It comes as no surprise that the Beer category remains resilient in the current economic climate. Diageo is a top-performing advertiser within this category. In recent years, we have seen low/non-alcoholic beers become increasingly popular. Similar to Retail, this category is entering one of its busiest times of the year, therefore we don't expect to see much of a change in spend.

Beers (+23%)

  • Heineken increased their spend by 70%; to 849k.
  • Molson Coors spent 349k, with no spend reported in Q3 2021.
  • Asahi increased their spend by 30%; to 201k.
  • San Miguel made a spend of 178k with no spend reported in the same period last year.

Our tracker report showed Soft Drinks as one of the biggest spenders in OOH for Q3. Soft Drink brands such as Coca-Cola and Suntory are consistently turning to OOH for both mass communication of brand/new products while also using digital sites and point-of-sale sites to drive further action. Another strong category that should hold its spend going into the final quarter of the year.

Soft Drinks (30%)

  • Coca-Cola increased their spend by 22%; to 1.1m.
  • Suntory increased their spend by 33%; to 1m.
  • PepsiCo significantly upped their spend by 416%; to 307k.
  • Britvic spent 266k, with no spend reported in the same period last year.

Category Decreases

Motors (-75%)

  • Nissan had a spend of 190k in Q3 2021 but did not repeat the spend this year.
  • Landrover spent 160k in Q3 21, with no repeat spend this year.
  • DS Automobiles had a spend of 112k but did not repeat the spend this year.
  • Toyota spent 80k in Q3 21, with no spend reported in Q3 this year.

Health & Beauty (-31%)

The Health & Beauty category includes a wide range of personal care products for both males and females.

  • Ineos Hygiene decreased their spend by 73%; to 41k.
  • J&J decreased their spend by 76%; to 11k.
  • Floradix decreased their spend by 62%; to 6k.

Utilities (-76%)

  • Ervia decreased their spend by 60%; to 85k.
  • Electric Ireland decreased their spend by 39%; to 80k.
  • Flogas decreased their spend by 54%; to 15k.
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