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Asda Aldi Lidl

Lidl outspends grocery rivals on advertising, topping £5m

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By Jennifer Faull, Deputy Editor

June 6, 2015 | 2 min read

Lidl was the biggest spender on TV and press advertising for third consecutive month, shelling out 320 per cent more than the same period last year.

The discounter spent £5.1m in the four weeks ending 23 May 2015, according to Nielsen, just ahead of Asda’s £4.8m.

Lidl’s ads focused on quality and its international food range, as well as their low prices for everyday items.

Marks & Spencer’s ad spend was similarly up 131 per cent to £1.8m

Mike Watkins, Nielsen’s UK head of retailer and business insight said: “With consumer confidence at a nine-year high and a growing economy, food retailers’ fortunes should gradually improve, with summer providing a further boost to spending intentions.

“Modest increases in advertising spend are also expected. However, more than ever, supermarkets need to work harder to ensure their messages cut through and resonate with shoppers, providing reasons beyond just lower prices.”

During the period, Tesco and Asda both saw a decline in year-on-year sales, the former by 1.7 per cent and the latter by 2.6 per cent.

Sales at Sainsbury and Co-operative were flat, whilst the other six all experienced year-on-year growth, led by Aldi (20.5 per cent) and Lidl (8.6 per cent).

Asda Aldi Lidl

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