Harvey Norman, Woolworths and McDonald's were Australia's biggest advertising spenders in 2023 says Nielsen, Uber debuts in top 20

News 31 Jan 2024 - 2 min read

Harvey Norman, Woolworths and McDonald's were Australia's biggest advertising spenders in 2023 says Nielsen, Uber debuts in top 20

By Staff writer

Nielsen's top 20 advertiser list puts Harvey Norman at the top

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Nielsen has released its list of Australia's top 20 advertisers with Harvey Norman the biggest spender, and Woolworths and McDonald's rounding out the top three.

The Ad Intel spend data for 2023 is pretty telling - marketers aren't just relying on advertising, they're its biggest champions.

— Nielsen Ad Intel's Australia Commercial Lead, Rose Lopreiato

Retail fast food and tech dominate the list of the 20 biggest advertisers in Australia according to data released by Nielsen Ad Intel.

According to Nielsen Ad Intel's Australia Commercial Lead, Rose Lopreiato: "The Ad Intel spend data for 2023 is pretty telling - marketers aren't just relying on advertising, they're its biggest champions. They know it's still the best and most economical way of forging lasting connections between brands and consumers. Top-tier data, like that provided by Nielsen Ad Intel, is crucial if you want to get the edge on your competition."

Harvey Norman, Woolworths and McDonald's make up the top three. Harvey Norman and McDonald's topped their respective categories of retail and fast food, while Telstra led in telcos and Toyota in automotive.

Sportsbet meanwhile was the highest-spending gambling service, placed at 16 on the list.

Tech, once a mainstay of the Australian advertising industry in the days when Microsoft and IBM dominated the space, is back, though Apple, and digital players Google and Uber (a newcomer to the top 20) represent the category with significant spend.