Cadbury grabbed the lead last weekend in the top five overall branded featured space chart, narrowing Nestlé's lead in the year-to-date chart to just one point.
The battle for the top spot in the this year's overall promotional space chart, which takes into account brands across every category, looks set to be fiercer than ever.
Cadbury brands accounted for 35% of featured promotions at the weekend, almost double Nestlé's 19% and significantly more than its average of 22% for the year so far. Cadbury's share also left its 20007 and 2006 averages of 21% and 23% respectively in the shade.
Nestlé still retains the lead in the year-to-date chart, however, and its dominance of the 2007 and 2006 charts suggests it won't surrender the top spot without a fight, but it was forced to share second place with Heinz at the weekend.
Birds Eye took fourth place with 15% of space, maintaining its year-to-date position. It has stepped up its activity this year having missed out on the top five chart in 2007 by one point.
Coca-Cola, meanwhile, snatched fifth place with 12% of activity at the weekend. It is currently in seventh place in the year-to-date chart, two positions higher than in 2007.
Heinz currently sits in joint fourth place with Birds Eye with 18% of activity, having finished in seventh place in 2007.
The only brand that did not make last weekend's chart, but which features heavily in the combined year-to-date figures, is McVitie's.
Sharing joint 13th place last weekend, the brand has held on to its third place in the year-to-date chart with 20% of activity. It took joint third place with Mars with 17% of activity in 2007.
Kellogg's secured fifth place in the 2007 overall branded chart with 16% of featured space. The brand currently sits in joint sixth place with Heinz in the year-to-date chart and
last weekend took joint seventh place with Coca-Cola.
The battle for the top spot in the this year's overall promotional space chart, which takes into account brands across every category, looks set to be fiercer than ever.
Cadbury brands accounted for 35% of featured promotions at the weekend, almost double Nestlé's 19% and significantly more than its average of 22% for the year so far. Cadbury's share also left its 20007 and 2006 averages of 21% and 23% respectively in the shade.
Nestlé still retains the lead in the year-to-date chart, however, and its dominance of the 2007 and 2006 charts suggests it won't surrender the top spot without a fight, but it was forced to share second place with Heinz at the weekend.
Birds Eye took fourth place with 15% of space, maintaining its year-to-date position. It has stepped up its activity this year having missed out on the top five chart in 2007 by one point.
Coca-Cola, meanwhile, snatched fifth place with 12% of activity at the weekend. It is currently in seventh place in the year-to-date chart, two positions higher than in 2007.
Heinz currently sits in joint fourth place with Birds Eye with 18% of activity, having finished in seventh place in 2007.
The only brand that did not make last weekend's chart, but which features heavily in the combined year-to-date figures, is McVitie's.
Sharing joint 13th place last weekend, the brand has held on to its third place in the year-to-date chart with 20% of activity. It took joint third place with Mars with 17% of activity in 2007.
Kellogg's secured fifth place in the 2007 overall branded chart with 16% of featured space. The brand currently sits in joint sixth place with Heinz in the year-to-date chart and
last weekend took joint seventh place with Coca-Cola.
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