Private Brand Ad Counts Grew by 2.7% in 2011

Yesterday, ECRM released it’s report “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” — Tom Pirovano, Vice President Industry Insights ECRM.

Report highlights include:

  • 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.
  • The top promoted fresh/frozen/perishable brands revealed significant shifts in ad support. While Oscar Mayer (#1) and Tyson (#2) retained the top two spots, Yoplait rose to #3 from #8 in 2010. Johnsonville rose from #13 in 2010 to the #5 promoted perishable brand. Kraft is the only brand ranked among the top 20 promoted dry grocery AND perishable brands.
  • 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.
  • Across all categories, 5 of the top 10 promoted brands are electronics and appliances: Samsung (#1), LG (#2), HP (#3), GE (#4), and Sony (#5). Many of these brands received strong retail support in Q4.

Methodology: Brand rankings are based on retail ad support measured in weighted retail ad block counts for 119 top U.S. & Canadian retailers across channels. Ad support reflects the 52-week period ending 12/31/2011 vs. year ago, measuring the same set of retailers.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.