Dunnes Stores increased the amount it spent on TV advertising by a massive 584% in the fourth quarter of last year, according to Nielsen data.
The retailer, which unveiled two major television campaigns ahead of the festive period, 'Make Christmas' and 'Make Savings While You Shop', was the biggest spender on advertising in the fourth quarter of the year, increasing its overall TV/press spend by 78%.
The figures were revealed at the Nielsen 'Planning Your Christmas' event, held at the Tony Ryan Academy in Citywest on Thursday morning. The event played host to presentations from Matt Clark, commercial director, Nielsen Ireland, and economist Jim Power (pictured).
Dunnes was the only retailer to significantly increase its ad spend (TV/press) in the period, with Aldi's spend dropping 7%, Lidl's spend remaining relatively static (+1%), Tesco's spend dropping 11% and SuperValu's spend increasing 3%.
Checkout understands that the increased media spend by Dunnes around Christmas was linked to the fact that 2014 marked the retailer's 70th anniversary.
However, as the recent Kantar Worldpanel market share figures suggest, such spend did not necessarily result in increased value sales, with Dunnes share remaining at 23.5% for the period, a 0.1% decline on the previous year.
© 2015 - Checkout Magazine by Stephen Wynne-Jones
