Tesco increased its spend on TV and print advertising in the four weeks to 25 November by almost 29% over the equivalent period last year to a massive £9.22m, according to exclusive data from media monitoring and analysis experts Billetts. Asda upped its outlay for the period by 9% to £8.82m, while Sainsbury's almost doubled its spend on print advertisements in a total budget that rose 17% to £6.93m.
Morrisons cut its overall outlay by just under 2% to £6.46m.
"Those supermarkets that have increased their TV ad spend are doing so with price-led ads," said Billetts' Richard Hemming. "Compared with the same period in 2008, most advertisers are running lighter-weight campaigns for their big Christmas branding advertisements."
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