Top 10 in outdoors revealed

Brands that advertised in townships and rural areas showed a mix of wellness, financial and FMCG whereas urban advertisers fell into the technology and financial sectors.

Top 10 Advertisers (in terms of number of sites):

1. Black Label
   
2. Selati
   
3. Cell C
   
4. Vodacom
   
5. Colgate
   
6. KFC
   
7. Coca Cola
   
8. Standard Bank
   
9. Lucky Star
   
10. Kellogg's
    

Brands for which rural areas are the focus:

1. Bonnita
   
2. Capitec,
   
3. Lux
   

Brands for which townships are the focus:

1. The Glass Recycling Company
   
2. Morvite
   
3. Selati
   

Brands for which urban areas are the focus:

1. BlackBerry
   
2. Momentum
   
3. FNB
   

Sectors currently advertising most across the country are cellular networks, beers and banks, respectively. Black Label is currently advertising on more sites out-of-home than any other one brand (across all categories), and has a truly national holding (a year and a half ago, Raid was the brand on most sites.)

Brands that have launched recent large-scale campaigns, as witnessed by this last audit, include Cremora, Kellogg's and Lux. There are currently many blank sites though - nationally, one in five sites is not advertising anything. The split between large and small sites is even at 46% versus 54%.

Research adds sites

Using several teams across the provinces, many new towns have been added to the company's database (as well as all the previous sites revisited). In addition to this, advertising data from inside the major airports was also collected during this past audit, together with the newly erected sites along the Gautrain routes. In all, the database now contains extensive information on over 9000 sites nationwide.

For more, go to www.outdoorauditors.co.za.