Albert Heijn largest advertiser in 2022

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Dutch advertisers spent EUR 4.9 billion on radio, television, newspaper, magazine, outdoor and cinema advertising. This is an increase of 2.3 percent compared to 2021. This is evident from figures from the media monitoring company Adfact.

Adfact researched the total gross media spend of Dutch advertisers from January to November 2022, and compared it with the same period in the last 5 years.

The largest advertiser in 2022 is Albert Heijn with 98.8 million gross. In 2021 this was still Jumbo, but dropped to 4th place (-23.8%). It is possible that the turmoil surrounding director Frits van Eerd and their World Cup ad played them. The top 5, compared to the previous 5 years, is as follows (all amounts are gross expenditure).

The top 3 branches of 2022 are the same as last year. However, the spending gap between the largest sector (retail) and the rest widened. Tourism was still in the top 3 in 2018 and 2019, dropped to 7th place in 2020 during the Covid period and to 8th place in 2021, but is now rising again to 5th place.

In addition to this top 5, Adfact recorded a huge increase in Hema spend. This company will go from €4.5 million in 2021 to almost €26 million in 2022. This amounts to almost 5x more (+476.4%). Another big riser is Amazon.nl, which opened its web shop in the Netherlands in March 2020. They go from € 2.9 million in 2020, through € 6.8 million in 2021 to € 22.6 million gross in 2022.

The large increase in expenditure by tour operators after two years of corona is also impressive: Corendon +64.5%, Tui +162.6% and Sunweb +219.4% (2022 vs 2021).

Online gambling has been legal since 1 October 2021, and this was (also) noticeable in 2022 by advertising spend. This was specially advertised on TV. The largest advertisers spent around €42.2 million gross on advertising in 2022, compared to €6.6 million in 2021.

HBO Max, Viaplay and Sky Showtime were added to the list of video services (consisting of Netflix, Videoland and Disney+) last year. In 2018, these companies advertised a total of € 14.6 million gross, in 2022 this increased to € 71.4 million.

Difference in Gross Expenditure of the Year
2018 €5.156.945.850
2019 € 4.959.531.940 -3,83%
2020 € 4.330.212.474 -12,69%
2021 € 4.767.806.520 10.11%
2022 € 4.876.819.936 2,29%

Brand 2022 2021 2020 2019 2018
1 Albert Heijn €98,819,527 €88,054,383 €89,588,846 €88,479,571 €77,103,539
2 Lidl €88.166.211 €74.801.396 €72.978.724 €81.841.967 €65.848.807
3 Cruidvat € 79,172,661 € 68,327,901 € 67,604,480 € 75,049,416 € 65,114,971
4 Jumbo €72.621.442 €95.331.202 €51.732.703 €50.973.435 €71.646.790
5 Bol.com €58.437.335 €52.256.107 €30.140.508 €17.092.136 €12.986.027

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