Morrisons has spent more than any other grocery retailer on festive advertising so far this year.
The UK's fourth-largest supermarket increased its ad budget by 108% from last year to £10.93bn in November, according to exclusive research for The Grocer by Nielsen Media Research.
The chain spent £6.26m taking out slots for its TV ads starring Lulu, Denise van Outen, Alan Hansen and friends. It also ploughed £4.37m into press ads and spent £307,819 on radio.
Tesco's total spend on ad slots during November was £10.39m, up 4.1% on last year. TV advertising accounted for £7.53m, press spend £2.74m and radio £116,964.
Asda almost doubled its budget from £5.93m last year to £9.74m this year. It spent £5.45m on TV, £4.23m on press and £54,195 on radio.
Sainsbury's was the only one of the big four to cut its spend. Last year it was the second-biggest spender at £8.31m, but this year its budget was £6.71m. Of this, £3.62m was spent on slots for the Jamie Oliver 'Christmas ideas' TV ads, £2.58m on press and £505,822 on radio.
The Waitrose ad budget rose 58.5% to £2.38m. Aldi's spend was up 9.2% to £1.05m. Somerfield also forked out more - after slashing the budget to £207,241 last year, this year's spend was £1.4m.