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Retail Intelligence

Lidl Continues To Outspend Grocery Rivals In Advertising

Discounter Lidl outspent its rivals in terms of supermarket advertising spend in the final quarter of last year, according to the latest Ad Tracker report produced for Checkout magazine by Nielsen.

Lidl accounted for 23.2pts of supermarket ad spend share in the quarter, having increased its spend by 45.4% compared to the same period the previous year. It was the second successive quarter in which Lidl was the biggest spender on advertising.

Second placed Tesco, which accounted for 20pts of supermarket ad spend share, increased its spend by 30.2%. Aldi placed third for the period, accounting for 18.1pts of supermarket ad spend share. Dunnes Stores saw its ad spend decrease by 14.7% compared to the equivalent period the previous year.

Ad campaigns during the quarter predominantly focused on the Christmas period, as well as Halloween and the Rugby World Cup. Notable campaigns included Lidl's 'Share A Lidl Bit Of Magic', Dunnes' 'Shop & Save' campaign, and Tesco's 'We're Big On...' campaign.

Supermarket ad spend stood at €24.5 million for the quarter, which was an increase of 9.7% year-on-year (Q4 2014: €21.7 million). This means that the supermarket sector saw an increase in ad spend ahead of Total All-Media Spend, which grew by 8.5%.

Press accounted for 45% of total supermarket ad spend, with TV accounting for 40%. Outdoor accounted for 6%, Radio for 6%, Digital Display Advertising for 3% and Cinema for 1%.

[*Source for ad-spend data: Nielsen Media Ad Dynamix data for October to December 2015 (for Tesco, Dunnes, SuperValu, Lidl, Aldi, M&S and Eurospar). Nielsen Media FMCG ad spend includes food, drink, health, beauty, household and tobacco.]

About Nielsen: If you would like to know more about AdDynamix or other Nielsen Watch services, please contact Karen Mooney, Nielsen Ireland at [email protected] or 087 986 1458.

© 2016 - Checkout Magazine by Stephen Wynne-Jones

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