Toys and games advertising to expenditure ratio*, 1998-2002
Use of media
Toy retailers advertising expenditure, by media, 1998-2002
Share of expenditure by retailer
Share of sector advertising spend, by leading retailers, 1998-2002
Toys ‘R’ Us
Toys ‘R’ Us sales and advertising expenditure, 1998-2002
Toys ‘R’ Us advertising expenditure, by media, 1998-2002
Other leading advertisers
Conclusions and implications
Garden Centres
Trends in advertising spend
Garden centres advertising expenditure, 1998-2002
Trends in sector sales
Consumer expenditure on garden products, 1998-2002
Advertising to expenditure ratio
Garden centres advertising to expenditure ratio*, 1998-2002
Use of media
Garden centres advertising expenditure, by media, 1998-2002
Share of expenditure by retailer
Share of sector advertising spend, by leading retailers, 1998-2002
Wyevale
Wyevale sales and advertising expenditure, 1998-2002
Wyevale advertising expenditure, by media, 1998-2002
Other leading advertisers
Conclusions and implications
Off-licences
Trends in advertising spend
Off-licences advertising expenditure, 1998-2002
Trends in sector sales
Off-licences, retail sales, 1998-2002
Advertising to sales ratio
Off-licences advertising to sales ratio, 1998-2002
Use of media
Off-licences advertising expenditure, by media, 1998-2002
Share of expenditure by retailer
Share of sector advertising spend, by leading retailers, 1998-2002
First Quench
First Quench sales and advertising expenditure, 1998-2002
First Quench advertising expenditure, by media, 1998-2002
Other leading advertisers
Conclusions and implications
Factors Affecting Consumer Awareness of and Exposure to Advertising
Commercial TV viewing habits
Trends in penetration of TV and video ownership, 1998-2002
TV viewing habits, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
‘Fast forward through the adverts when watching videos’, by gender, 1998-2002
Access to new television channels
Trends in penetration of DTH satellite TV, 1998-2002
Characteristics of those with access to satellite or cable TV, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Weekly satellite and cable TV watching, 2002
Use of print media – newspapers
National newspapers, copies sold per annum, 1996-2001
Characteristics of those reading newspapers, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Use of print media – consumer magazines
Women’s magazine readership, 1998-2002
Women’s magazine readership, by demographic sub-group and lifestage, 2002
Purchasing patterns for men’s magazines, 1998-2002
Awareness of adverts in print media
‘Rarely notice adverts in newspapers and magazines’, by gender, 1998-2002
‘Always look in local paper when bargain-hunting’, by gender, 1998-2002
Radio listening habits
Commercial radio reach and hours listened, 1996 and 2001
‘Often notice advertisements on radio’, by gender, 1998-2002
Cinema-going
Trends in cinema-going, 1998-2002
The great outdoors
Numbers of poster sites, 1998 and 2002
‘Often notice poster adverts’, by gender, 2000 and 2002
General attitudes towards advertising
Men
Attitudes towards advertising – men, 2002
Women
Attitudes towards advertising – women, 2002
Children aged 7-10
Attitudes towards advertising – children aged 7-10, 2003
Children aged 11-14
Attitudes towards advertising – children aged 11-14, 2003
Children 15-19
Attitudes towards advertising – children aged 15-19, 2003
Conclusions and implications
Consumer Recall of Retail Advertising
Recall of food retailers’ advertising
Grocery retailers’ advertising recall, June 2003
Grocery retailers’ advertising recall, 1998 and 2003
Recall of grocery retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of grocery retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Influence of TV viewing
Recall of grocery retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of grocery retailers’ advertising, by retailer, by TV viewing habits, June 2003
Influence of newspapers
Recall of grocery retailers’ advertising, by retailer, by newspaper readership, June 2003
Recall of grocery retailers’ advertising, by retailer, by newspaper readership, June 2003
Recall of non-food retailers’ advertising
Non-food retailers’ advertising recall, June 2003
Non-food retailers’ advertising recall, 1998 and 2003
DIY retailers
Recall of DIY retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of DIY retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of DIY retailers’ advertising, by retailer, by newspaper readership, June 2003
Chemists and drugstores
Recall of chemists and drugstores’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of Chemists and drugstores’ advertising, by retailer, by TV viewing habits, June 2003
Recall of Chemists and drugstores’ advertising, by retailer, by newspaper readership, June 2003
Furniture retailers
Recall of furniture retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of furniture retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of furniture retailers’ advertising, by retailer, by newspaper readership, June 2003
Electrical goods retailers
Recall of electrical goods retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of electrical goods retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of electrical goods retailers’ advertising, by retailer, by newspaper readership, June 2003
Mixed goods retailers
Recall of mixed goods retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of mixed goods retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of mixed goods retailers’ advertising, by retailer, by newspaper readership, June 2003
Clothing retailers
Recall of clothing retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of clothing retailers’ advertising, by retailer, by TV viewing habits, June 2003
Recall of clothing retailers’ advertising, by retailer, by newspaper readership, June 2003
Department stores
Recall of department stores’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Recall of department stores’ advertising, by retailer, by TV viewing habits, June 2003
Recall of department stores’ advertising, by retailer, by newspaper readership, June 2003
Conclusions and implications
Consumer Attitudes Towards Advertising
Perceptions of retail advertising, June 2003
Perceptions of retail advertising, 1998 and 2003
Retail advertising as information provider
Perceptions of informative function of retail advertising, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Perceptions of informative function of retail advertising, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Influence of TV viewing
Perceptions of informative function of retail advertising, by TV viewing habits, June 2003
Perceptions of informative function of retail advertising, by TV viewing habits, June 2003
Influence of newspaper readership
Perceptions of informative function of retail advertising, by newspaper readership, June 2003
Perceptions of informative function of retail advertising, by newspaper readership, June 2003
Retail advertising’s effect on shopper behaviour
Influence of retail advertising on behaviour, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
Influence of TV viewing habits
Influence of retail advertising on behaviour, by TV viewing habits, June 2003
Influence of newspaper readership
Influence of retail advertising on behaviour, by newspaper readership, June 2003
Perceptions of advertising – grocery shoppers
Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
Perceptions of advertising – non-food shoppers
DIY goods retailers
Perceptions of retail advertising, by recall of DIY goods retailers’ advertising, June 2003
Chemists and drugstores
Perceptions of retail advertising, by recall of chemist and drugstore retailers’ advertising, June 2003
Electrical goods retailers
Perceptions of retail advertising, by recall of electrical goods retailers’ advertising, June 2003
Furniture and furnishings retailers
Perceptions of retail advertising, by recall of furniture and furnishings retailers’ advertising, June 2003
Mixed goods and variety goods retailers
Perceptions of retail advertising, by recall of mixed and variety goods retailers’ advertising, June 2003
Clothing retailers
Perceptions of retail advertising, by recall of clothing retailers’ advertising, June 2003
Department stores
Perceptions of retail advertising, by recall of department store retailers’ advertising, June 2003
Conclusions and implications
Issues in Retail Advertising
Trends in retailer advertising spend
Trends in use of media
Issues in TV advertising
Issues in newspaper advertising
Issues in magazine advertising
Issues in radio advertising
Issues in outdoor advertising
Issues in direct mail and use of loyalty card information
Growth in use of in-store media
Take-up of new media
Media mix in campaign strategy
Issues in style and content of advertising
Most-admired retailer campaigns
Least-admired campaigns
Future and Conclusions
Consumer pull or retailer push?
Trends in adspend among 53 key retail advertisers, 1998-2002
Adspend growth compared to retail sales growth (or consumer expenditure growth), by category, 1998-2002
In adversity: advertise
But high adspend can lead to commercial success
Effectiveness of advertising is of paramount importance
Grocery retailers’ advertising recall to expenditure ratio, 2002
Non-food retailers’ advertising recall to expenditure ratio, 2002
Advertising a powerful influence on consumers…
…but there is a danger of contributing to cynicism of advertising
Are award-winning campaigns effective?
Is targeting as effective as it could be?
Below-the-line communications increasing in importance…
…likely to be adverse impact on above-the-line
Prospects for 2003
Advertising expenditure, by retail category, January to June 2002 and 2003
