Tesco outspends rivals in festive advertising
Tesco’s festive advertising spend, including its Spice Girls commercials, was the highest of all the big food chains, latest figures show.
The UK’s biggest supermarket splashed out £18.6m (€25m) on TV, radio and press advertising in November and December.
This compared to Morrisons at £18.29m (€24.5m) over the two-month period, according to Nielsen Media Research.
Asda’s total advertising spend for November and December was £16.54m (€22.2m) while Sainsbury’s followed in fourth place at £13.95m (€18.7m).
The Sainsbury’s spending included £4.66m (€6.2m) on slots for its TV campaign fronted by Jamie Oliver, according to the Nielsen Media Research figures reported in trade magazine 'The Grocer'.
Tesco today announced a new focus on lower prices to attract customers during January.
It pledged to match Aldi and Lidl’s prices on 2,000 core lines.
Tesco commercial director Richard Brasher said: “January is traditionally a time when consumers take a long hard look at their household budget in a bid to save money, but this year all the signs are that even more families will feel the pinch.”
The Nielsen Media Research figures are based on its tracking of the retailers’ advertising spend across TV, radio and press.
They do not include spending on outdoor poster or online advertising.
