Supermarket clients invest heavily in media, spending close to £600 million in 2017. Traditionally heavy newspaper spenders, supermarket brands cut print allocations substantially in 2014/5. Although print newsbrand share has since stabilised somewhat, low spend in digital newsbrands means that total newsbrand share remains at 2015 levels.
Benchmarketing’s analysis shows that lower than optimal spending on both print and digital newsbrands is depressing achievable profit returns. A re-balancing of digital display budgets, to allocate a little more to high-performing digital newsbrands and a return to 2014 levels of print spend, would significantly augment profit returns.
To maximise PROI it is recommended that a minimum of 19% of the total media budget is allocated to print newspapers and 2.1% to digital newsbrands.
Analysis shows that TV-led multimedia campaigns using a wide variety of media are most successful at generating maximum PROI.
Supermarket clients are losing out on £246 million potential profit through underinvesting in newsbrands, particularly print.