South African telecoms spend ZAR 1bn on advertising in Jan-Aug 2011.

By bne IntelliNews December 7, 2011
South Africas four biggest telecom operators spent nearly ZAR 1bn (EUR 92.7mn) on advertising in the first eight months of 2011, according to a research conducted by Nielsen, TechCentral reported. Vodacom was the biggest advertiser, spending ZAR 348.8mn during the period, followed by Telkom, which invested ZAR 276.4mn in ads. MTN ranked third with ZAR 244.6mn paid for advertising and Cell C was last with ZAR 122.6mn. According to the research, Vodacom was the fifth biggest spender on advertising in South Africa for the period, followed by Telkom and MTN in sixth and seventh positions, respectively. Consumer goods giant Unilever topped the list with advertising investments of over ZAR 808mn in January to August. Cell C, which ranked 26th in the overall list, cut its spending considerably in 2011, after it spent ZAR 373.3mn in advertising campaigns last year, to promote its new brand identity and make known the benefits of its new network. Vodacoms advertising costs surged in April by 40% above its average monthly costs, as it changed its corporate colours to the red of its parent, UK Vodafone. Five other technology companies entered in the list of the top 100 big spenders, namely MultiChoice Africa was 23rd with ZAR 133mn spent on advertising during the eight-month period, iTouch was 54th with ZAR 65.7mn, Samsung ranked 60th with ZAR 60.7mn, Nokia came 71st with ZAR 52mn, and MWeb was 74th with ZAR 51mn.

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