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Lidl Outspends Rivals on Advertising

Supermarket Ad Spend

The discounter Lidl outspent its rivals in terms of supermarket advertising spend in the final quarter of last year, according to the latest Ad Tracker report produced for Checkout magazine by Nielsen.

According to the report, Lidl accounted for 23.2pts of supermarket ad spend share in the quarter, having increased its spend by 45.4% compared to the same period the previous year. It was the second successive quarter in which Lidl was the biggest spender on advertising.

Second placed Tesco, which accounted for 20pts of supermarket ad spend share, increased its spend by 30.2%. Aldi placed third for the period, accounting for 18.1pts of supermarket ad spend share. Dunnes Stores saw its ad spend decrease by 14.7% compared to the equivalent period the previous year.

“Lidl continues to show double digit growth in terms of grocery market share, and this is being underlined by a significant investment in advertising,” said Stephen Wynne-Jones, editor, Checkout. “With Lidl about to unveil its brand new Irish HQ, and on the back of new store openings and its high-profile association with the Ladies National Football League, it’s already set out a statement of intent for the coming year.”

Supermarket ad spend stood at €24.5 million for the quarter, which was an increase of 9.7% year-on-year (Q4 2014: €21.7 million). This means that the supermarket sector saw an increase in ad spend ahead of Total All-Media Spend, which grew by 8.5%.

Press accounted for 45% of total supermarket ad spend, with TV accounting for 40%. Outdoor accounted for 6%, Radio for 6%, Digital Display Advertising for 3% and Cinema for 1%.


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