Video: Aldi’s latest TV ad for its “Swap & Save” campaign
Figures from Ebiquity show that the total amount supermarkets spent across TV, press, cinema, radio and outdoor media increased to £455m in 2013, from £413.4m the year before.
Aldi’s ad spend shot up, rising 42.8 per cent year on year to £52.6m, putting it above Marks and Spencer and within touching distance of the lowest spending of the big four, Sainsbury’s, on £53.6m. Lidl also increased spend by a sector-high 47 per cent after it ran its first Christmas TV ad campaign last year.
Both discount grocers have seen their market share soar by double-digit numbers in recent months, with the latest figures from Kantar Worldpanel pegging Aldi’s share at 4.3 per cent, up from 3.3 per cent a year previously, while Lidl was at 3.2 per cent. By comparison, the big four have struggled to see any growth, with all four losing share for the first time in a decade in the 12 weeks to the start of November.
Across the retail sector, ad spend was up 6 per cent to £1.69bn, although that is still below the highs reached in 2010. Online retailer Very.co.uk saw the biggest rate of growth, with spend more than doubling to £18m, putting it in the top 20 spenders for the first time, while Ikea’s spend rose 50 per cent.
In FMCG, total ad spend was up by 1.8 per cent to £1.50bn, driven in particular by Procter & Gamble, which significantly upped spend across a number of big brands including Ambi Pur, Lenor and Head & Shoulders. Coca-Cola is still the biggest brand advertiser, with spend up to £18.9m.
The Top 20 Retailers by Media Spend
|Companies||Spend (Discounted) (£)||Y-o-Y %|
|McDonald’s Restaurants Ltd||£62,101,855||27.12%|
|Currys & PC World Megastore||£44,456,469||19.20%|
|Marks & Spencer||£39,795,357||-24.44%|