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Retailers set for half a billion Xmas ad spend

Published:  23 July, 2008

The UK's major retail groups are to spend at least 530 on advertising over the Christmas period.

Thomson Intermedia, the media measurement group, is predicting a similar spend to that in the last three months of 2006.

Tesco is likely to lead the way, after splashing out nearly 40m in 2006, with Sainsbury's following, having paid out around 27m last year. Marks and Spencer (M&S) spent an estimated 26m.

The market has risen 41% since 2003, helped by the vastly increased spend by M&S on TV advertising in 2006, the second-highest at around 12m.

Television remains vital to buyers. According to Lindsay Weedon, managing partner at PHD, Sainsbury's media buyer, "television is still very important to retail advertisers. You want more of ITV1 and Channel 4 at Christmas because you want to reach big numbers in one hit".