Product Category Ad Spend Detail – AU and NZ Markets
SMI publishes the only real – not estimated – advertising expenditure data for all product categories by capturing anonymised client bookings from our Agency partners and then assigning that detail to individual product categories.
Our unique data source delivers the following benefits:
- Category ad spend insights now available for all major media owners
- Category ad spend for all Digital media and sectors such as Programmatic, Search and Social ad spend
- The only data source enabling Category bookings across all media
- The ability to continually create new categories as new `hot spots’ of ad spend emerge
- The only Category ad spend data for all Digital and Outdoor ad formats (Online Video, DOOH, Display etc).
- In Australia, Category spend is also shown by Agency Market ie what proportion of Electrical Retailers ad spend came from Sydney Agencies v Melbourne Agencies?
- Forward Ad Demand detail for all Categories for the future 3 months
- All Category ad spend data updated twice a month
The latest list of AU and NZ Parent Categories and their more granular Sub Categories is provided below:
SMI AU Parent and Industry Ad Spend Category List
| Parent Category | Industry Sub Category | |
|---|---|---|
| 1 | Government | Government |
| 2 | Education | Universities |
| Schools (Private/Public) | ||
| Vocational Training/Other Tertiary | ||
| Pre-School/Childcare | ||
| 3 | Health Care | Hospitals (Public, Private, Comm) |
| Health Care Products/Services | ||
| 4 | Seniors/Retirees | Seniors/Accomm/Services |
| 5 | Domestic Banks | Home Loans |
| Savings/Term Deposits | ||
| Consumer | ||
| Business/Commercial | ||
| Institutional | ||
| Brand/Sponsorship | ||
| 6 | Business | Business Services |
| Business Branding | ||
| 7 | Recruitment | Recruitment |
| 8 | Building | Builders/Construction/Additions |
| Building Products/Tools/ Equipment | ||
| 9 | Media | Newspapers/Magazines |
| TV Stations/Radio Stations | ||
| Online Media | ||
| 10 | Communications | Mobile Comms Providers/ Retail |
| Internet Providers/Services | ||
| Other Comms Services | ||
| 11 | Technology | Computers/Hardware |
| Computer Software /Services | ||
| 12 | Movies/Cinema/Theme Parks | Movies/Cinema/Theme Parks |
| 13 | Food/Produce/Dairy | Diet/Health Foods |
| Meat/Poultry/Seafood | ||
| Milk/Dairy/Produce/Baked Goods | ||
| Cereals/Breakfast Foods | ||
| Confectionery/Snacks/Dessert Items | ||
| Ingredients/Condiments/Mixes/Seasonings | ||
| Prepared Meals/Frozen Foods | ||
| 14 | Alcoholic Beverages | Beer Domestic |
| Spirits/Pre-Mixers | ||
| Wine | ||
| Beer Imported | ||
| Cider | ||
| Sparkling/Champagne | ||
| 15 | Non Alcoholic Beverages | Tea/Coffee |
| Soft Drinks/Water/Juice | ||
| Sports/Energy Drinks | ||
| 16 | Retail | Department Stores |
| Office/Hardware Retailers/Products | ||
| Electrical Retailers | ||
| Chemists | ||
| Discount Stores/Online Retailers | ||
| Garden/Outdoor Living Retailers | ||
| Supermarkets/Convenience Stores | ||
| Alcohol Retailers | ||
| Shopping Malls/Operators | ||
| 17 | Home Furnishing/Appliances | Small Appliances/Electrical Accessories/Other |
| White Goods | ||
| Furniture/Bedding | ||
| Homewares/Household Fixtures & Fittings (Non-Electrical) | ||
| 18 | Pharmaceuticals | Analgesics |
| Skin/Respiratory | ||
| Supplements/Vitamins | ||
| Pharma Brand/Sponsorship | ||
| Other Pharmaceutical Products | ||
| 19 | Toiletries/Cosmetics | Skin Care |
| Other Toiletries | ||
| Cosmetics | ||
| Fragrances | ||
| Hair Care Products | ||
| Oral Care Products | ||
| 20 | Gambling | Lottery Providers |
| Wagering Companies | ||
| Casinos/Gaming Operators | ||
| 21 | Sport | Major Sporting Codes |
| Sporting Clubs/Gyms/Other | ||
| 22 | Utilities | Electricity Services/Gas Services |
| Water Services | ||
| Solar Energy Services | ||
| 23 | Fuel/Gas Products/Suppliers | Fuel/Gas Products/Suppliers |
| 24 | Automotive Brand | |
| Micro/Small Cars | ||
| Medium/Large Cars | ||
| SUV | ||
| Light Commercial | ||
| Heavy Commercial | ||
| Auto Brand/Sponsorship | ||
| 25 | Motor Cycles/Bicycles | Motor Cycles/Bicycles |
| 26 | Boats/Equipment | Boats/Equipment |
| 27 | Travel | Airlines |
| Hotels/Accommodation | ||
| Rail/Bus/Ferries/Other | ||
| Government Tourist Bureaux | ||
| Travel Service/Agents | ||
| Auto Rentals/Recreational Vehicles | ||
| Ocean Cruise Lines | ||
| River Cruise Lines | ||
| 28 | Charities | Health/Addiction Charities |
| Environment/Social Services Charities | ||
| 29 | Agriculture | Agricultural Services |
| Agricultural Products | ||
| 30 | Real Estate | Real Estate Agents/Websites |
| Developers/Property Investment | ||
| 31 | Insurance | Health Insurance |
| Insurance Brand/Sponsorship | ||
| Life Insurance | ||
| Auto Insurance | ||
| Travel Insurance | ||
| Home/Contents Insurance | ||
| Other Insurance | ||
| 32 | Restaurants | Quick Serve Restaurants |
| Casual Dining/Cafes/Bistros/Pubs | ||
| Food Delivery Services | ||
| 33 | Specialty Retail | Optical Products/Retailers |
| Toys/Baby/Children's Products/Stores | ||
| Sport/Outdoor Goods Retailers | ||
| Miscellaneous Books/Music Retailers/Other | ||
| 34 | Household Supplies | Pet Food/Products |
| Household/Cleaning Products | ||
| 35 | Auto Dealers/Parts/Services | Auto Accessories/Services/Parts |
| Tyre Companies/Services | ||
| Auto Dealerships/Websites | ||
| 36 | Other Financial Services | Accountants/Lawyers/Advisers |
| Overseas Banks | ||
| Credit Cards/Money Transfer | ||
| Credit Unions/Building Societies/Small Lenders | ||
| Wealth Management/Superannuation | ||
| 37 | Live Entertainment | Stage Shows |
| Galleries/Museums/Festivals/Events | ||
| 38 | In Home Entertainment | Home Entertainment (TV) |
| Home Entertainment (Film) | ||
| Gaming | ||
| Music | ||
| Books | ||
| Other Home Entertainment | ||
| 39 | Clothing/Fashion Accessories | Apparel/Luxury Fashion/Shoes |
| Watches/Jewellery/Accessories/Other | ||
| TV/DVD/PVR/Gaming Consoles/Streaming Devices | ||
| Home Theatre Sound/DAB Radio | ||
| Cameras/Video Recorders/Products | ||
| Smartphones/Portable Electronic Devices | ||
| 40 | Political Parties/Industry Associations/Union | Political Parties/Industry Associations/Union |
SMI NZ Parent and Industry Ad Spend Category List
| Parent Category | Industry Sub Category | |
|---|---|---|
| 1 | Airlines/Travel Agents | Airlines |
| Travel Agents/Websites | ||
| 2 | Alcoholic Beverages | Liquor/Spirits |
| Wine/Champagne | ||
| Beer/Ale/Cider | ||
| 3 | Automotive Brand | Motor Vehicles |
| 4 | Auto Dealers/Parts/Commercial | Auto Dealers/Auto Associations |
| Auto Parts/Tyres/Additives | ||
| Auto Services/Repairs | ||
| 5 | Banking | Banks/Credit Unions/Lending Agencies |
| 6 | Cosmetics/Toiletries/Personal Care | Hair Care |
| Cosmetics/Fragrances | ||
| Oral Care | ||
| Personal Hygiene/Shaving | ||
| Skin Care | ||
| 7 | Building/ Construction | Builders/Construction Material/Equipment |
| Paint/Home Improvement | ||
| Plumbing/HVAC/Bathroom Fixtures | ||
| 8 | Business Services/Industrial Services | Business/Courier/Legal/Management Services |
| Employment/Recruitment Services | ||
| Manufacturing Materials/ Equipment | ||
| 9 | Clothing/Jewellery/Fashion Accessories | Clothes/Apparel/Shoes/Footware |
| Jewellery/Watches/Fashion Accessories | ||
| 10 | Computer/Software Companies | Computer/Software Companies |
| Desktops/Laptops | ||
| Printers/Office Machines | ||
| 11 | Consumer Electronics | Cameras/Camcorders |
| Portable Electronic Gadgets | ||
| Smartphones/Tablets | ||
| TVs/Home Theatre/Gaming Consoles | ||
| 12 | Education | Schools/Universities |
| Vocational/Training Schools/Online Courses | ||
| Educational Services/Products | ||
| 13 | Entertainment | Books |
| Online Ticketing/Entertainment Websites | ||
| Online Music/DVDs/CDs | ||
| Major Spectator Sports/Live Entertainment | ||
| 14 | Other Financial Services | Credit Cards/Money Transfer |
| Investment/Wealth Products/Services | ||
| 15 | Food/Produce/Dairy | Cereals/Breakfast Foods |
| Confectionery/Snacks/Dessert Items | ||
| Dairy/Produce/Meat/Baked Goods | ||
| Ingredients/Condiments/Mixes/Seasonings | ||
| Prepared Meals/Frozen Foods | ||
| 16 | Gardening & Agriculture | Agriculture/Farming/Horticulture |
| Gardening/Turf/Lawn Care | ||
| 17 | Government | Government Agencies/Administrations |
| 18 | Health/Medical Products/Services | Health/Fitness Facilities/Services |
| Hospitals/Medical Centres | ||
| Medical Equipment/Supplies | ||
| 19 | Home Appliances/Furnishings | Furniture/Bedding/Furnishings |
| Home/Kitchen Appliances | ||
| 20 | Household Supplies/Services | Air Fresheners/Cleaning Products |
| Disposable Paper/Plastic Goods | ||
| Laundry/Dishwashing Products | ||
| Miscellaneous Household Supplies/Services | ||
| Pet Food/Care | ||
| 21 | Insurance | Insurance |
| 22 | Media | Media Websites/Online Content Providers |
| Newspapers/Magazines | ||
| TV Networks/Radio Networks | ||
| 23 | Motion Pictures/Cinemas | Motion Pictures/Cinemas |
| 24 | Non-Alcoholic Beverages | Bottled/Enhanced Water |
| Coffee/Tea | ||
| Juice/Flavoured Beverages | ||
| Soft Drinks | ||
| Sports/Energy Drinks | ||
| 25 | Utilities/Fuel/Energy | Electricity/Water Services |
| Fuel/Oil Suppliers | ||
| Gas/Solar/Energy Services | ||
| 26 | Organizations/Associations | Charities Health/Humanitarian |
| Industry/Unions/Advocacy Groups | ||
| 27 | Other / Miscellaneous | Miscellaneous Goods/Services |
| Office Supplies/Stationery | ||
| 28 | Pharmaceuticals | OTC Medicines/Remedies |
| Prescription Medicines | ||
| Supplements/Vitamins | ||
| 29 | Real Estate Agents/Developers | Commercial/Industrial/Shopping Centres |
| Residential/Holiday Timeshares | ||
| 30 | Restaurants | Casual/Upscale Dining/Cafes |
| Quick Serve Restaurants | ||
| 31 | Retail | Department Stores |
| Discount Stores/Online Retailers | ||
| Supermarkets/Liquor/Convenience Stores | ||
| 32 | Sports Apparel/Recreation Equipment | Athletic Apparel/Footwear |
| Boating/Recreational Vehicles | ||
| Sporting Goods/Exercise Equipment | ||
| 33 | Communications | Business/Office/Internet Providers |
| Home/Residential/Internet Providers | ||
| Mobile Networks | ||
| 34 | Tourism/Accommodation/Travel Services | Cruise Lines |
| Hotels/Casinos/Resorts | ||
| Travel Services/Tourism Bureaus | ||
| 35 | Toys/Interactive Entertainment | Interactive Entertainment |
| Toys/Games | ||
| 36 | Specialty Retailers | Specialty Retailers |
Contact SMI now to learn how your industry is spending its advertising budgets:
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