SUPERMARKETS increased their spending on television advertising in the second quarter, but print media saw advertising revenues from the sector fall, according to the latest Supermarket Ad Tracker produced by Nielsen for Checkout magazine.
All the big players in the market with the exception of Marks & Spencer and Superquinn increased their spend on television advertising, with the sector’s combined outlay on the medium arriving at €3.2 million, up 83 per cent on last year.
“The launch of SuperValu’s own-brand range, the roll-out of Aldi’s Like Brands series of commercials and Tesco’s Home Grown campaign all contributed to a bumper period for TV ad sales from the major retailers,” says Stephen Wynne-Jones, editor of Checkout.
“While press remains the medium of choice, retailers are choosing as wide a variety of channels as possible to get their message to consumers.”
Press still accounts for 60 per cent of supermarket spend on advertising, taking in €7.9 million in the second quarter. This was down 16.6 per cent, though, compared to the second quarter of 2011.
Total advertising spend by supermarkets was worth €13.1 million in the second quarter, down 2.3 per cent on the same period in 2011. However, this market is faring better than total spend on advertising, which is down 4.6 per cent, and fast- moving consumer goods advertising spend, which is running 9 per cent lower.
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