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Aldi, Lidl Dominate Grocery Advertising, Checkout/Nielsen Study Finds

The latest ‘Supermarket Ad Tracker’ report, produced exclusively for Checkout magazine by Nielsen, has found that Lidl and Aldi between them account for nearly half (47.1%) of the advertising share of spend in the grocery trade.

The report, which covers the second quarter of this year 2014 (April to June), found that Lidl accounts for 24.5% of Supermarket Ad Spend (down 0.5 pts on the same quarter last year), while Aldi accounts for 22.6% of the market (up 7.6 pts).

By contrast, industry leader Tesco accounts for 17.3% of Supermarket Ad Spend (up 3.2 pts), while SuperValu accounts for 20.5% (down 0.3 pts). Dunnes Stores, meanwhile, accounts for just 9.6% of the grocery advertising market.

The study also found that Aldi increased its advertising spend by 95.8% in the period, compared to the same period the previous year, an increase well ahead of that of its competitors (Tesco +59.7%, SuperValu +27.8%, Lidl +27.6%, Dunnes +8.5).

In terms of the media channels used most by retailers, Press accounts for 52% of the market, with TV on 38%, Radio accounting for 8% and Outdoor accounting for 3%.

“Supermarket & Grocery Chains is the Number One spending category in Nielsen All Media Advertising spend in 2014, with the big multiples and discounters in particular showing positive trends of +30% year on year for Q2 2014, driven by Aldi and Lidl,” said Karen Mooney, Nielsen Ireland.

“In fact, Nielsen All Media overall top 10 Spenders** Q2 2014, shows the big four retailers in the Top 10 Advertisers (Lidl, Aldi, Supervalu and Tesco). With overall first half growth of +24% year on year for the big supermarkets, it suggests these big retailer advertisers may remain key spenders into the second half of the year.”

[*Source for ad-spend data: Nielsen Media Ad Dynamix data for April to June 2014 (for Tesco, Dunnes, SuperValu, Superquinn, Lidl, Aldi, M&S and Eurospar). Please note that the Supermarket Ad Tracker does not include online marketing spend. Nielsen Media FMCG ad spend includes food, drink, health, beauty, household and tobacco. **Source: Nielsen Ireland All Media Ad Spend 2014 (TV, Press, Radio, Outdoor, Cinema)]

© 2014 - Checkout Magazine by Stephen Wynne-Jones

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Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
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Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
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