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Procter & Gamble, Lidl Increased Ad Spending To Become Largest Advertisers In Respective Segments In UK

April 4, 2016: 12:00 AM EST
Procter & Gamble and discount retailer Lidl increased their advertising spend in 2015, compared with 2014, according to The Grocer’s Ebiquity report. Lidl raised its advertising budget 89 percent to £78.3 million, covering TV, radio, cinema, print, and outdoor advertising. Marking the third year in a row that Lidl has increased its ad spending, the strategy helped the retailer become the fastest-growing supermarket chain in the UK. Procter & Gamble increased its ad spending 14.8 percent to £127.5 million, overtaking Unilever, down 3.2 percent to £118.9 million, to become the FMCG sector’s biggest ad spender.
Simon Gwynn, "Lidl and P&G ramp up adspend as big four supermarkets rein it in", Marketing Magazine, April 04, 2016, © Haymarket
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