This report focuses on consumer recall and responsiveness to retail advertising. It monitors NMRS adspend from all the principal retail categories and details spend by retailer and by media over a five-year period. It also contains detailed insight into how retailers are altering their advertising strategies in response to changing market conditions.

The report is published at a time when most retailers are contending with weaker consumer spend as well as increased competition within and between categories. Analysis of trends in adspend data provides a clue as to how retailers are responding and is a means of helping identify the relative performance of all the leading retailers in each category. This analysis is particularly useful to identify those expansion oriented retailers that have a bullish outlook and are increasing spend compared to companies with a bearish outlook that are characterised by static or negative adspend as a characteristic of weak trading and by a need to cut costs.

This report focuses on consumer recall and responsiveness to retail advertising. It monitors NMRS adspend from all the principal retail categories and details spend by retailer and by media over a five-year period. It also contains detailed insight into how retailers are altering their advertising strategies in response to changing market conditions.

The report is published at a time when most retailers are contending with weaker consumer spend as well as increased competition within and between categories. Analysis of trends in adspend data provides a clue as to how retailers are responding and is a means of helping identify the relative performance of all the leading retailers in each category. This analysis is particularly useful to identify those expansion oriented retailers that have a bullish outlook and are increasing spend compared to companies with a bearish outlook that are characterised by static or negative adspend as a characteristic of weak trading and by a need to cut costs.

Use Mintel's research to:

Identify the factors affecting consumer awareness of and exposure to advertising

Monitor leading retailer's share of ad spend, sector by sector

Measure the effectiveness of retailer's advertising

Track consumer behaviour and responsiveness to advertising

Gain a new insight into the appreciation and value of Advertising to Consumers.

Intriguing findings include:

Response rates for appreciating adverts for finding out about new products, new ideas and what is going on in-store were higher than those given in research relating to responsiveness. Some 59% of respondents think that adverts are useful for finding out about new products whereas only 33% of the sample “often buy products that have been advertised”. The finding confirms the power of advertising at creating awareness but it is a debatable point whether the proportion of retailers’ adspend currently directed at awareness creating advertising fully reflects this difference.