Vodacom was the biggest brand spender on television advertising for the first four months of 2011, according to Ornico’s MediaTrac, which collects and analyses advertisements and brand publicity.
Mobile operators spent “well over” R165m on television ads between January and April. Vodacom was the top media spender on television, spending more than R74m. The bulk of Vodacom’s television ad spend was invested in April, when the company rebranded to the familiar red colours of its parent, the UK’s Vodafone.
Oresti Patricios, CEO of Ornico, says Vodacom outspent all of its competitors for the first four months of the year, leaving little if any opportunity for competitors to stand out.
MTN was the second highest spender during the period, with a television marketing investment just shy of R43m. “Cell C spent just over R18m on television advertising from January to April 2011. The focus of Cell C’s commercials was on reinforcing the mobile operator’s own brand reinvention, which happened in August 2010.” — Staff reporter, TechCentral
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