FMCG advertising: spending grew by one fifth

Calculated at rate card price, companies spent 20 percent more on advertising FMCG products in 2015 than in the previous year. Television commercials also had more viewers: FMCG products’ GRP was 7 percent higher than in the base period – reported Nielsen Audience Measurement Kft.

Last year FMCG products had a 33-percent share in the GRP of television commercials in total (in 2014 this ratio was 31 percent). As regards the GRP rate, beer was the category leader among groceries and toothpaste led the way in the drug category. Companies spent HUF 303 billion on advertising FMCG products. From this HUF 165 billion was paid for grocery product commercials – 27 percent more than in 2014.

Household chemicals and cosmetics were advertised on television for HUF 138 billion, 12 percent more than in the base period. FMCG retailers ordered commercials for HUF 88.6 billion (up 33 percent) and the GRP rate of these increased by 15 percent. The average Hungarian watched commercials for 26 minutes a day last year.