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Hey Big Spender - who are the top spending retail advertisers?

Supermarket giants Tesco, Asda, Sainsbury's and Morrisons were all among the big spenders last year as the retail sector invested £15bn in advertising. Here, The Drum takes a look at the breakdown of this spend and the media it went on.

Last year the total advertising spend in the retail sector was £1.5bn, an increase of more than £200m on the previous year.The ten biggest retail advertisers were responsible for more than half of this spend, between them investing £775.5m in marketing.For the entire retail sector ad spend totalled roughly £300m per quarter, with the exception of the fourth quarter where the festive season saw spend rise to almost £550m for the quarter.TV and press were the biggest mediums for the top ten retail advertisers, with both mediums taking a 44% share of the total spend - £344.5m and £342m respectively. Investment in TV advertising increased 25% (£66.5m) from the previous year, resulting in the medium overtaking press.Other mediums utilised by the retail sector, such as radio, outdoor and direct mail, saw a more even distribution of spend (between 3% and 4% of the top ten spenders' total ad budgets) with the exception of internet which received only 1% (although this was up £1.5m on the previous year to £8.5m) and cinema which did not receive a notable share. This article is taken from a special supplement published by The Drum, in association with RAR. To view the full supplement, with a list of some of the top recommended agencies with retail experience, as well as comment and analysis, click below to download the full pdf for free.

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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