D04 Top 50 Centres

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D04 Top 50 Centres

  1. 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. 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.
  3. 3. 3 OVERVIEW OF TOP 50 SPENDING SHOPPING CENTRES
  4. 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. 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. 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
  7. 7. 7 THE TOP 5 SPENDING SHOPPING CENTRES
  8. 8. 8 THE BIG 5
  9. 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. 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. 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. 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. 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. 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.
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