Monday 11 December 2017

Aldi tops ads league

SUPERMARKET group Aldi is top of the table in marketing and advertising spending.

German discounters Lidl and Aldi showed the biggest increases advert spending in the last quarter in the last year, according to Nielsen Media and Checkout magazine.

Lidl increased its marketing spend by 59.5pc in the last quarter, with Aldi upping its investment by 66.2pc.

However, the likes of SuperValu and Tesco dropped spend during the period.

Overall, traditional third quarter ad spend by the major supermarkets fell, year-on- year, by 0.5% to €11.7m.

While press remained the dominant medium at 65pc of the spend, television's 21pc of total spend was a near 50pc rise on the same period last year.

Most recent market share data, published in October, showed that while Tesco has extended its position as Ireland's most popular supermarket chain, the biggest market share gainers have been Lidl and Aldi.

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