d04 top 50 centres
TRANSCRIPT
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TOP UK SHOPPING CENTRES (BASED ON ADVERTISING SPEND)
Prepared For: Standard Life Investments
Prepared by: AW Media
Date: 2 June 2009
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• 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.
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OVERVIEW OF TOP 50 SPENDING SHOPPING CENTRES
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Position CentreSpend
(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
10Victoria Shopping
Centre£194,040
11 Silverburn £191,690
12 Merry Hill £189,385
13 Lowry Outlet Mall £185,056
14Braehead
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 CentreSpend
(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
42Gloucester
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
50Livingston
Shopping Cenre£58,109
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• 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 2009Total Spend £8,748,374
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• 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
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THE TOP 5 SPENDING SHOPPING CENTRES
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THE BIG 5
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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
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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
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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
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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
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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
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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.
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