Irish retailer Dunnes Stores increased the amount it spent on TV advertising by a massive 584% in the fourth quarter of last year, according to Nielsen data.
The retailer, which unveiled two major television campaigns ahead of the festive period, 'Make Christmas' and 'Make Savings While You Shop', was the biggest spender on advertising in the fourth quarter of the year, increasing its overall TV/press spend by 78%.
The figures were revealed at the Nielsen 'Planning Your Christmas' event, held in Dublin on Thursday morning.
Dunnes was the only retailer to significantly increase its ad spend (TV/press) in the period, with Aldi's spend dropping 7%, Lidl's spend remaining relatively static (+1%), Tesco's spend dropping 11% and SuperValu's spend increasing 3%.
However, as the recent Kantar Worldpanel market share figures for Ireland suggest, such spend did not necessarily result in increased value sales, with Dunnes share remaining at 23.5% for the period, a 0.1% decline on the previous year.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones.
