The latest Supermarket Ad Tracker* from Checkout magazine, in association with Nielsen, has found that Tesco increased its advertising spend by a massive 111.4% across all traditional media channels in Q3 (July to September), putting the retailer well ahead of its rivals in terms of share of voice.
With Tesco's media spend spread across campaigns including 'Back to School', 'Wonky Veg' and 'Fuel Save', the retailer accounted for a 25.2% share of the total supermarket spend (SOP) in the period, an increase of 12.7% year-on-year.
Other retailers to increase their advertising spend during the period included Aldi (+8.7%), which accounted for 20.9% SOP during the period; and Lidl (+9.8%), which accounted for 20.3% SOP during the period.
However, SuperValu decreased its spend by 19.5%, giving it a 17.7% SOP for the period (a 5.8% decline year-on-year; SuperValu was the biggest spender on advertising in Q3 last year). Dunnes Stores decreased its spend by 21.8%, with its SOP standing at 9.3% for the period.
Overall, supermarket ad spend increased by 7% for the period (year-on-year), performing ahead of the Total All Media market (+1.7%) and the Total FMCG market (+5.3%).
Press was the advertising medium of choice for supermarkets, accounting for 54% of spend, ahead of TV (33%), Radio (9%) and Outdoor (4%).
Key shopping periods in Q3 included the busy 'Back To School' period and the August Bank Holiday.
[*Source for ad-spend data: Nielsen Media Ad Dynamix data for July to September 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.]
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.
© 2014 - Checkout Magazine by Stephen Wynne-Jones
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