With an investment of 64.3 million euros, Orange is the leader in the telecommunications and internet sector, which as a whole kept its investment practically the same in 2020. The French company slightly increased its advertising budget last year (+ 2% or, in absolute terms, 1.2 million euros).
This helped him not only to repeat at the head of this sector (he was also first last year), but also to place himself in the first position of the general InfoAdex ranking. Like most advertisers in this field, Orange last year combined campaigns more directly related to the pandemic, the importance of confinement and the role of technology to keep in touch in those difficult times (such as # StayInHome) with other commercials ( as A party without limits).
At quite a distance we find Telefónica , which invested a total of 47 million euros in advertising, 1.8 million more than the previous year (+ 4.1%).
In third place is Vodafone , with an investment of 43.7 million euros, 4.4 million euros less (-9.2%).
Next we have Xfera Móviles , Yoigo’s legal name, which increased its advertising budget by 22.2% to € 22.9 million. Thirteen years after its birth, Yoigo launched its first brand purpose campaign last September. This work, the work of Pingüino Torreblanca, also served to present his new claim, which went from “I think, then Yoigo” to “I think, then I act”.
Samsung applied the largest cut among the top ten: 10.8 million less (-35.5%) The investment of the Korean company was thus 19.6 million euros. Apple also reduced its advertising budget, which was 14.1 million, that is, 3.1 million and 18.3% less than the previous year.
Lowi (legally Vodafone Enabler) closes the group of advertisers with an expenditure of more than 10 million euros.
Euskaltel’s growth has been spectacular , which went from 1.5 million in 2019 to 9.7 million last year, that is, 521.8% more. The reason is the launch of Virgin Telco, the new brand presented in Spain by the Euskaltel Group to operate nationwide.
It began providing services on May 20, 2020 and, according to the company, it had reached more than 71,000 clients in its first seven months of life. Dimension was the agency responsible for its launch campaign , which featured Virgin Group founder Richard Branson himself as a prescriber.