Harvey Norman has emerged as Australia’s biggest advertiser in 2025, topping the national rankings as retail once again dominated total ad investment, according to new data from Nielsen.
Nielsen’s Biggest Ad Spenders of 2025 report, powered by Nielsen Ad Intel, shows intensifying competition across categories tied to household decision-making, with finance, insurance and travel recording some of the strongest year-on-year growth.
The annual analysis tracks advertising investment across the Australian market, highlighting where brands ramped up spend as audiences became more value-conscious and selective in a fragmented media environment.
Retail holds the crown, but finance and travel surge
Retail remained the market’s clear heavyweight in 2025, attracting $2.312 billion in advertising spend, far outpacing every other category.
Finance ranked second at $756 million, followed by Travel & Accommodation on $684 million, reflecting increased competition as Australians shopped around for better deals on banking, insurance and holidays.
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said the data shows that strategic placement matters more than ever.
“More than ever, where you spend matters as much as how much you spend,” Lopreiato said.
“With retail still dominating overall investment and faster growth coming through finance, insurance and travel, advertisers need a clear view of the battlegrounds,” Lopreiato said.
“Independent measurement like Ad Intel helps marketers pinpoint where competitors are most active, so they can invest with confidence, defend share, and avoid being outgunned in categories where customers are actively shopping around.”
New entrants reshape the top advertiser rankings
Harvey Norman led the Top 20 advertiser list, followed by Reckitt Benckiser, Amazon and Hungry Jack’s, but 2025 also saw a notable influx of new and returning players.
Brands entering or re-entering the Top 20 included Westpac, Big W, Stan Entertainment, Budget Direct, Nestlé Australia, Allianz, Kia and Qantas.
Finance and insurance brands showed some of the strongest momentum. Westpac entered the Top 20 at number five, while Commonwealth Bank climbed from 12th to eighth.
Insurance brands also strengthened their presence, with Budget Direct and Allianz entering the rankings, while Youi jumped from 17th to 11th.
Where ad dollars flowed in 2025
Beyond retail and finance, spending was spread across a wide range of categories, underscoring how brands continued to prioritise advertising despite economic pressure.
The top 10 ad categories by investment in 2025 were:
- Retail – $2.312b
- Finance – $756m
- Travel & Accommodation – $684m
- Communications – $656m
- Motor Vehicles – $646m
- Entertainment & Leisure – $549m
- Insurance – $493m
- Food – $407m
- Services – $368m
- Computers – $348m
Growth was particularly strong in finance, which increased spend by $123.3 million (+19.5%), while insurance rose $57.2 million (+13.1%).
Travel & Accommodation grew by $76.5 million (+12.6%), suggesting sustained demand but fiercer competition for bookings.
Computers (+17.7%) and Services (+12.2%) also recorded notable gains, reflecting continued investment in technology and essential consumer services.