New ad numbers up

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"The new advertisements, appearing in print, radio, television, outdoor and on the internet, indicates a rising trend in new ads, as brands prepare for the festive season," said Oresti Patricios, CEO of Ornico. "We expect this trend to continue into November and December as retailers, manufacturers and other consumer brands prepare to make hay while consumer spending is buoyant."

He said that the top category, in terms of number of adverts monitored for October 2011 was the motor vehicle category. "Car brands normally produce a large amount of adverts each month and October was no exception, although these figures are down from August. Car brands produced 356 new ads in October of this year, but this was down from the figure for August of 361."

Other top categories

Other top advertising categories were supermarkets (in second place with the highest volume of new ads monitored for October 2011); telecommunication brands (third most ads monitored for October); banking brands (which came in fourth place); insurance brands (which took fifth place for most ads monitored for the month); furniture stores, retail stores, general companies, government and clothing stores.

"Together the top ten advertising groups out of close on a hundred categories had some 1922 adverts for October 2011. This out of a total of 3217 adverts monitored, which meant that one in three ads belonged to the top ten who undoubtedly create the most ads and likely spend the most on media placement as well."

Ornico tracks new adverts created for the internet, print, radio, television and outdoor as an ongoing service for clients across almost 100 categories. Called 'Newcomers', this monitoring service enables brands to be aware of competitor commercials, together with competing brand media spend and creative strategies.

This infographic is available online at http://www-958.ibm.com/v/124609.