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Australian Brands Spend More on Advertising Than Any Other Country
10th October, 2011
According to an analysis of global spending data by mUmBRELLA Australian brands spend more on advertising per individual consumer than any other country in the world.
Based on this week's global adspend figures released by media agency Zenith Optimedia, Australia comes out on top, with advertisers annually spending $496.9 per person in 2010. This is just ahead of the US spend of $486.93 per head.
Zenith Optimedia's report placed Australia as the eighth largest advertising market by overall adspend which amounts to just over $11billion.
But Australia's relatively small population of 22million moves it up the league table when it comes to ad spend per person.
In third place was Japan, spending $46 Billion with a population of 129.9 million - a per person spend of $356.27.
Despite China having the third largest adspend in the world of $26.12 billion, when balanced against its 1.339 billion population, the nation spends just $19.56 per person.
The report forecasts a global increase in adspend by 3.6% in 2011 and 5.3% in 2012 to see Australia remain in eighth place overall in 2013. The report only assesses the top ten biggest spending ad markets so it is possible there are smaller markets where the per capita spend is higher.
The world's Top Ten ad markets per capita:
| Ad Spend $m | Population | Per Person | ||
| 1. Australia | 11,285.7 | 22,724,616 | $496.9 | |
| 2. U.S.A | 152,187.8 | 312,316,000 | $486.93 | |
| 3. Japan | 46,312.1 | 129,950,000 | $356.27 | |
| 4. Germany | 23,870.3 | 81,751,602 | $291.98 | |
| 5. Canada | 10,074.5 | 34,605,000 | $291.11 | |
| 6. U.K | 18146.3 | 62,435,709 | $290.65 | |
| 7. France | 12,606.3 | 65,821,885 | $191.52 | |
| 8. Italy | 10,330.7 | 60,626,442 | $170.39 | |
| 9. Brazil | 14,765.8 | 190,732,694 | $77.16 | |
| 10. China | 26,210.4 | 1,339,724,852 | $19.5 |
Figures based on US$ Conversion as of 11th October 2011.
Source: mUmBRELLA
