01.16.12
ECRM releases Top Brands Promoted in Retailer Ad Circulars in 2011. Use of circular print ads grew by 5.49% in 2011 even with online, mobile and social media advertising alternatives. "The printed circular remains the core method of how retailers communicate value to consumers, and it's clear that most top brands have increased their use of circular ads in 2011," said Tom Pirovano, vice president industry insights, ECRM.
Among health & beauty care (HBC) brands promoted by retailers, Crest and Dove ranked #1 and #2 respectively. Neutrogena jumped to #3 from #8 in 2010. The rollout of Allegra one year ago included strong support in retailer circulars leading to its #9 ranking among HBC brands.
Bounty (#1) and Tide (#2) lead the top promoted non-food grocery brands while Kleenex moved up one spot from #4 to #3, replacing Charmin (#4). Procter & Gamble brands received more retail ad support than any other manufacturer while P&G ad block counts increased by 18% vs. 2010.
Private brand ad counts grew by 2.7% in 2011, failing to keep pace with overall growth in circulars ads. Across all retailers and categories, private brands declined from 18.8% to 18.3% of total retail circular ad support.
Brand rankings are based on retail ad support measured in weighted retail ad block counts for 119 top US & Canadian retailers across channels. Ad support reflects the 52-week period ending 12/31/2011 vs. year ago, measuring the same set of retailers. Ad block counts are weighted by retailer size/ACV.
Among health & beauty care (HBC) brands promoted by retailers, Crest and Dove ranked #1 and #2 respectively. Neutrogena jumped to #3 from #8 in 2010. The rollout of Allegra one year ago included strong support in retailer circulars leading to its #9 ranking among HBC brands.
Bounty (#1) and Tide (#2) lead the top promoted non-food grocery brands while Kleenex moved up one spot from #4 to #3, replacing Charmin (#4). Procter & Gamble brands received more retail ad support than any other manufacturer while P&G ad block counts increased by 18% vs. 2010.
Private brand ad counts grew by 2.7% in 2011, failing to keep pace with overall growth in circulars ads. Across all retailers and categories, private brands declined from 18.8% to 18.3% of total retail circular ad support.
Brand rankings are based on retail ad support measured in weighted retail ad block counts for 119 top US & Canadian retailers across channels. Ad support reflects the 52-week period ending 12/31/2011 vs. year ago, measuring the same set of retailers. Ad block counts are weighted by retailer size/ACV.