THE ADVERTISING SPEND by major supermarkets was down by 12. 1 per cent in the first quarter of this year when compared with the same period in 2011.
The spend for Q1 was worth approximately €12 million, according to the latest Supermarket Ad Tracker report, prepared for Checkout magazine by Nielsen.
The main area for grocery advertising spend was press, which accounted for 73 per cent of the total spend, the report reveals.
Tesco decreased its press spend significantly, by 53.8 per cent, while Dunnes and SuperValu also decreased press spend, by 19.7 per cent and 23.4 per cent, respectively.
Meanwhile, Superquinn and Marks and Spencer both significantly increased their press spend, by 76.7 per cent and 189.1 per cent respectively. Discount supermarket chains Aldi and Lidl increased press spend by 14.1 per cent 28.1 per cent, respectively.
Sunday remained the most popular days for press ads, however the number of ads taken fell from 1,213 in Q1 2011 to 1,008 in Q2 2012.
Stephen Wynne-Jones, editor of Checkout, said that print media remains the main vehicle of choice for supermarket advertising. “However, with most choosing to place newspaper ads on specific days, particularly Sundays, there is also a need for retailers to offer differentiation in terms of how they get their message across,” he said.
TV expenditure accounted for 13 per cent of total ad spend (approximately €1.5 million), which was up 32 per cent on Q1 2011.
Radio accounted for 11 per cent (€1.4 million) of total ad spend, down 35 per cent on last year. Outdoor advertising accounted for 3 per cent of total spend (approximately €300,000) up 46 per cent on last year.