This document provides an overview and analysis of advertising spending by the top 50 shopping centres in the UK from November 2008 to April 2009. It finds that Westfield spent the most at over £1.4 million. Television advertising accounted for the largest portion of total spending, led by the top 5 centres. The document concludes with recommendations for Standard Life Investments' advertising strategies based on the spending patterns of major UK shopping centres.
Insurers' journeys to build a mastery in the IoT usage
D04 Top 50 Centres
1. 1
TOP UK SHOPPING CENTRES
(BASED ON ADVERTISING SPEND)
Prepared For: Standard Life Investments
Prepared by: AW Media
Date: 2 June 2009
2. 2
• This document details an overview of the top 50
Spending UK Shopping Centres and then an in-depth
look at the top 5 spending centres for the period
November 2008 – April 2009
• The source of the data is Neilsen Media Research –
largest reporter of media expenditure data
• Neilsen monitors press (both consumer and
business), television, radio and cinema spends,
Outdoor. Online and direct mail data are included but
are very limited in terms of measurment
• Detail on regional media can be limited and figures
generated do not indicate 100% of the true activity
• The raw data becomes available six weeks after the
end of each month.
4. 4
Position Centre
Spend
(Nov08 –
Apr 09
1 Westfield £1,464,695
2 Liverpool One £621,743
3 Trafford Centre £465,035
4 Brent Cross £453,719
5 Bluewater £381,175
6 Medowhall £304,578
7 Lakeside £300,156
8 Arndale £220,131
9 West Quays £199,444
10
Victoria Shopping
Centre
£194,040
11 Silverburn £191,690
12 Merry Hill £189,385
13 Lowry Outlet Mall £185,056
14
Braehead
Shopping Centre
£171,724
15 St Enoch £157,171
16 Grand Arcade £147,699
17 Highcross £144,453
18 Canary Wharf £143,610
19 Bullring £141,306
20 Whiteleys £134,473
21 Cabot Circus £131,793
22 Realm £119,823
23 East Kilbride £119,020
24 Hammerson £118,873
25 Victoria Square £116,387
Position Centre
Spend
(Nov08 –
Apr 09
26 Bicester Village £100,927
27 Fest Place £100,632
28 Centrale £96,738
29 Metrocentre £87,976
30 Lakeside Village £87,756
31 St Stephens £84,972
32 Chapelfield £83,632
33 Oracle £82,994
34 Glasgow Fort £82,968
35 Gunwharf Quays £80,427
36 Dalton Park £78,627
37 Overgate £76,558
38 Thistles £73,719
39 Newry Quays £73,059
40 Springfields £71,452
41 Gretna Gateway £70,528
42
Gloucester
Quays
£69,768
43 Eden £69,667
44 Forge £69,425
45 Touchwood £68,890
46 Eastgate £68,772
47 Eldon Square £67,225
48 Queensgate £65,899
49 Royal Quays £60,475
50
Livingston
Shopping Cenre
£58,109
5. 5
• Largest spend seen in TV, with a spend of £3,645,170,
– Newry Quays (Northern Ireland) was the only centre to
spend its entire recorded media spend on TV
– Westfield TV spend alone made up 14% of the total TV
media spend across the top 50 centres
• Smallest recorded spend on Direct Mail, only Bicester
Village Shopping Centre recorded a spend against Direct
Mail
– This is highly likely due to Direct Mail being not fully
recorded
Spend by Media November 2008 – April 2009
Total Spend £8,748,374
6. 6
• Unsurprisingly spend is up weighted in November and
December in the lead up to Christmas
• Q1 spend is low but increases again in April to support
Easter and the school holidays
TOTAL SPEND BY MONTH
9. 9
THE BIG 5 - WESTFIELD
• Press, radio and outdoor form the bulk of spend
– 37% Press
– 35% TV
– 21% Outdoor
– 4% Cinema
– 3% Radio
• The majority of the Press activity was in London
Evening Standard and glossy magazines
• The TV stations used were
– Channel 4
– Five
– GMTV
– itv1
Total Spend £ 1,464,695
10. 10
THE BIG 5 – LIVERPOOL ONE
• Launched in 2008
• 72.5% of total budget spent on TV
– 10 second & 30 second spots
– Stations used ITV (Granada) &
Channel 4 (North West)
• Outdoor formats used
– 6 sheets
– 48 sheets
– bus
• Press only received 6.3% of the total media
spend
– Local newspapers and Cheshire Life
used
Total Spend £ 621,743
11. 11
THE BIG 5 – TRAFFORD
CENTRE
• 71% of total budget spent on TV
– Only itv1 (Granada) used
– Activity every month expect Feb
• Christmas gift buying
• January sale
• Easter opening hours
• 30 second radio spots used on the
following stations:
– 97.4 Rock FM
– Key 103
• Recorded press spend in only 2 titles
– Cheshire Life (Nov, Feb, Mar & Apr)
– Coach Tours UK (Mar)
Total Spend £ 465,035
12. 12
THE BIG 5 – BRENT CROSS
• Outdoor led campaign
– 66% of the total media
budget was allocated to
outdoor formats possibly due
to the variety & quality of
sites available in London
– Activity every month
– T-sides in London
– 76% of outdoor spend in Nov
& Dec
• Only centre in the big 5 which did
not record a spend on TV
– Potentially due to budget vs
London ITV’s notoriously
high costs
Total Spend £ 453,719
13. 13
THE BIG 5 - BLUEWATER
• 59% of total budget spent on TV
– Spots ran on ITV (Carlton, London LWT
& Meridian South east North), Channel 4
(London) and Five (London)
• Used radio stations in London, Kent & Essex
– Essex FM
– Invicita FM
– Magic 105.4
– Ten 17
• Press spend in only regional newspapers
– No glossy magazines
• Only centre in the big 5 that did not record an
outdoor spend
Total Spend £ 381,175
14. 14
LEARNINGS FOR STANDARD
LIFE INVESTMENTS
• TV has the largest spend allocation (42% of total spend of
top 50)
– 41% of the total media spend on TV was made by the
big 5 centres
– Highest entry cost for media higher centre
budgets enable its use
– Provides prestige sense of gravitas across regional
catchment
– Outdoor usage underplayed as it is often used to
provide broadcast support when TV cannot be afforded
• The centres mostly use a multimedia approach, including
typically 3 or 4 different media channels
– Newry Quays is the only centre to record a spend
against 1 media (TV)
• AWM strategy across the portfolio largely mirrors this
pattern of a multi media solution.
• Offers a robust multi layered solution maximising
possible interaction with consumer, MORE impacts
(eyes / ears) on the advertising message
• Lessens the chance that the consumer can avoid the
communication
• Lack of online spend likely to be mis-allocation by
monitoring system (less robust reporting in online and
regional press territory). Pay per click (PPC) activity cannot
be captured by Neilsen.
