Figures supplied by Nielsen’s Advertising Information Service reveal that Aldi Australia more than doubled its private-label television advertising budget during 2015 to A$28.9 million, SMH.com reports.
This statistic compares with the A$15 million that the discounter invested in private-label TV promotions in 2014. Moreover, the respective TV advertising budgets of its two most direct rivals, Coles and Woolworths, fell to A$53.6 million (a fall of 25 per cent) and $87.9 million (a fall of 5 per cent), respectively.
To offset the investment's financial outlay, Aldi has reduced its advertising budget for public transport and newspapers by 72 per cent.
"Marketing has been a part of Aldi Australia's business since we opened our first stores in Australia in 2001," Aldi Australia said. "It began with our catalogue, which continues to be a priority channel, with many of our loyal customers eagerly awaiting its arrival each week to see what special buys are about to appear in store.
"The scope of our programme has expanded over the course of the last 15 years to include TV, digital, outdoor and radio, in line with our major competitors."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
