Amazon has measured the TV, press, radio and outdoor advertising spend for Agents’ Mutual, easyProperty, Housesimple, Knight Frank, Purplebricks, Rightmove, Savills, Tepilo, Webuyanyhome and Zoopla. Over the 12 months from December 2014 to November 2015, the group spent around £35m on advertising.
It was PurpleBricks that had the largest individual spend of over £8m with £6,226,531 being spent on TV and a further £1,856,135 on radio. Its competitor easyProperty spent £719,958 on TV, £67,288 on outdoor and £30,324 on press. Other online agents Housesimple and Tepilo also made the list of top property spenders. Tepilo spent more – £2,557,761 on TV, £107,012 on press and £64,980 on outdoor. Housesimple spent £819,433 on TV, £126,850 on outdoor and £66,702 on radio.
Property portals Rightmove and Agents’ Mutual spent similar amounts with Rightmove spending £5,119,770 on TV, £228,319 on press and £1,625,760 on outdoor advertising while Agents’ Mutual spent a total of £5,807,165 on TV and £497,116 on press. They both out-spent Zoopla, which spent £3,860,981 on radio, £173,651 on TV, and £123,954 on press advertising.
High-end agents Knight Frank and Savills were also in the list, with Savills spending more than Knight Frank. Savills spent £2,021,170 on press, £5,684 on outdoor and just £711 on radio while Knight Frank spent £1,625,900 on press, and £8,390 on outdoor and just £137 on radio.
The totals spent show that TV was easily the biggest winner, attracting a spend by the big property advertisers of £22,193,331. Press advertising swallowed £4,634,135 of the budget, radio took a bite of £4,634,135, and outdoor had the smallest share at £1,898,952.