The top three advertisers in the media remained unchanged last year. Lidl confirmed its position as the largest advertiser, followed by the Albert and Kaufland chains. Compared to 2024, the leading trio increased their advertising investments last year, thus consolidating their position. Kaufland recorded the highest year-on-year growth in investment. This is according to Nielsen's investment monitoring data provided to MediaGuru.cz.
However, there have been changes in the other positions. Alza.cz, O2 and Allwyn (formerly Sazka), which moved up one place, made it into the top six advertisers compared to the previous year. Ferrero returned to the TOP 10, and Česká lékárna holding closes out the top ten. Compared to 2024, Allegro, Henkel and Procter & Gamble dropped out of the top ten.
Data includes media types: TV, internet, radio, print, OOH. The internet includes advertising within the scope of the AdMonitoring project, excluding own advertising; Source: NielsenFood and food chains remain the strongest segment advertising in the media. Of the ten segments with the highest level of investment, it accounts for almost a third of the total expenditure of the top ten. This is followed at some distance by the banking and insurance sectors and pharmaceuticals. The banking segment saw the biggest year-on-year improvement last year. Last year, the telecommunications segment and the lottery and betting segment recorded the highest increases in investment among the top ten.
Data includes media types: TV, internet, radio, print, OOH. The internet includes advertising within the scope of the AdMonitoring project, excluding own advertising; Source: NielsenThe total monitored level of advertising investment in the media remained at a comparable level last year as in 2024, or was less than one per cent higher. Television advertising, which has been growing in the long term, increased by only four per cent last year according to list prices. We would also like to point out that internet advertising monitoring only covers banner advertising and video advertising and does not cover all types of internet advertising. The volume of investment in internet advertising is thus increased by formats that are not included in the monitoring (search advertising, social media advertising, native advertising, audio advertising, emailing and others).
Data includes media types: TV, internet, radio, print, OOH. The internet includes advertising within the scope of the AdMonitoring project, excluding own advertising; Source: NielsenSource: mediaguru.cz