ALDI Australia’s ad spend soars as Coles and Woolworths cut back
After spurning many forms of marketing over the last 15 years, discount retailer ALDI Australia is more than making up for lost time, almost doubling its advertising spend in 2015 as larger rivals Coles and Woolworths cut back.
Coles’ marketing spend fell 25 per cent to $53.6 million last year and Woolworths supermarkets cut back by 5.3 per cent to $87.9 million, according to Nielsen’s latest Advertising Information Service figures.
In contrast, ALDI Stores’ total spending across metropolitan and regional TV, metro and regional press, magazines, radio, out of home, cinema, online and direct mail reached $28.9 million, according to AIS, up from $15.0 million in 2014.
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