New advert numbers rise

Ornico  advised that the number of new advertisements and commercials had risen month on month from August to October 2011. The total number of new ads monitored by the brand and reputation intelligence company for August 2011 was set at 2,951. This went up to 3,054 for September 2011 and increased again to reach 3,217 for October 2011.

“August saw a slew of new advertisements appearing in print, radio, television, outdoor and on the internet, and this rose for September and again for October which means we see a rising trend in new ads as brands prepare for the festive season which is all about spending money,” said Oresti Patricios, CEO of Ornico. “We expect this trend to continue into November and December as retailers, manufacturers and other consumer brands prepare to make hay at a time when consumer spending is buoyant,” he added.

Patricios said that the top category, in terms of number of adverts monitored for October 2011 was the motor vehicle category. “Car brands normally produce a huge amount of adverts each month, and October was no exception, although these figures are down from August. Car brands produced 356 new ads in October of this year, but this was down from the figure for August which was set at 361,” said Patricios.

Other top advertising categories were supermarkets (in second place with the highest volume of new ads monitored by Ornico for October 2011); telecommunication brands (third most ads monitored for October 2011); banking brands (which came in fourth place); and insurance brands (which took fifth place for most ads monitored for the month). Other top categories were furniture stores, retail stores, general companies, government and clothing stores.

“Together the top ten advertising groups out of close on a hundred categories had some 1922 adverts for October 2011. This out of a total of 3217 adverts monitored by Ornico, which meant that one in three ads belonged to the top ten who undoubtedly create the most ads, and likely spend the most on media placement as well,” said Patricios.

Ornico tracks new adverts created for the internet, print, radio, television and outdoor as an ongoing service for clients across almost 100 categories. Called ‘Newcomers™’, this monitoring service enables brands to be aware of competitor commercials together with competing brand media spend and creative strategies.