Cruise Ad Spend Boom May Run Out of Steam

Ovation of the Seas in Sydney
Hey big spender. RCI’s Ovation of the Seas, Sydney.

More ships equals more advertising with Nielsen estimating ad spend by cruise companies in the Australian market has grown 58% since 2013 and may reach $79m this year. But Nielsen warns clouds are on the horizon. 

The biggest spender by far has been Royal Caribbean International, which spent almost double its nearest rival, says Nielsen.

Adrian Vasile, Associate Director, Travel and Tourism at Nielsen says the top six advertisers accounted for 54% of total spend in the cruising category. The remainder was spent among 200 cruise lines.

Most (64%) went to print, followed by TV (27%), a trend that’s been consistent over the past four years.

However Nielsen predicts this rapid growth may dramatically slow in coming years as Sydney, the key Australian port, reaches capacity.

Meanwhile the decision by Royal Caribbean to reduce its local fleet from five ships to three for the 2018/19  season will undoubtedly have an impact.

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