Survey: Ad spend for mooncakes in HK reaches HK$115m between July and September

The ad spend for mooncakes in Hong Kong has reached HK$114.6m between July and September this year. According to the latest survey by Admango, the local ad spend for mooncakes has recorded HK$15.3 m from 19 August to 25 August 2023, which was the highest expenditure week during the period.

Out of the total ad spend for mooncakes, the local ad spend for traditional mooncakes has reached HK$42.6m, which topped the chart, followed by egg custard mooncakes and snowy mooncakes.

Among all mooncake advertisers, Maxim’s Caterers, Kee Wah Bakery and Wing Wah were the top three advertisers with the highest ad spend for mooncakes, followed by Saint Honore Cake Shop, Taipan, Imperial Patisserie, Haagen-Dazs, Arome Bakery, Patisserie La lune and A-1 Bakery Group.

In terms of mediums of promotion, outdoors ranked first in media share of voice (SOV), accounting for 33%, while TV ranked second with 32% market share.

When it comes to social media ad spending in mooncakes, Facebook ranked first with a market share of 52% in social media, while Instagram ranked second with a market share of 39%.

Meanwhile, the ad spend in mooncake branded content accounted for 56% and 75% on Facebook and Instagram respectively, becoming the highest ad type proportion.

Don't miss: Survey: Ad spend of Macau hotels and resorts in HK sees impressive growth from March to May

On the other hand, the ad spend of tourism related industries in Hong Kong reached HK$212.7m during the period between March and May 2023, a YOY increase of 399% when compared with the same period last year. Meanwhile, The total spending of Macau hotels and resorts related ads in Hong Kong saw the highest growth rate among those industries.

According to the latest figures released by Admango, the tourism related industries in Hong Kong recorded 76.6 million ad spend in March 2023, representing a YOY increase of 369%; while April recorded a YOY increase of 490%, reaching a total of HK$66.2m.

Looking into individual categories, the ad spend of travel agents and services in Hong Kong from March to May reached HK105.6m, with an increase of 882% YOY, which ranked the first among all tourism related industries. The total spending of Macau hotels and resorts related ads in Hong Kong increased by 1257% YOY, recording the highest growth rate among tourism related industries.

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