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Tesco And Sainsbury's Slash Traditional Christmas Budgets

  • Marketing, Tuesday, December 22, 2015 8:06 AM

Tesco slashed its ad budget for traditional media by 30% during the four weeks to 6 December, with year-on-year spend down to GBP6.8m, according to data from Nielsen. Sainsbury's dropped its budget by almost as much, cutting its spend 28.5% to GBP7.3m. Aldi, Iceland and Co-operative were the only top 10 supermarkets to see year-on-year hikes in ad spend for the Christmas build-up, with the German discounter’s budget up 3.5% to GBP10.5m.  Iceland saw the biggest increase at 74.2% to GBP7.1m.

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