ECRM compared retail circular advertising in May 2012 vs. May 2013 and noticed some common overall trends across top retail chains. While looking at the data in May 2012 compared to May 2013, we see interesting changes that came from Toys "R" Us. Their circular suggests a switch in advertising strategy. Their ad blocks per page decreased 10% while ad blocks per circular increased 79.1%. Also, the total number of circular pages increased by 44.4%. Toys "R" Us also ran some unique offers in May 2013-B1G1 40% off on board games and action figures and three for $40 on gaming media/games.
After months of tinkering with ad counts, Walgreens and CVS met in the middle on average number of ad blocks per circular. CVS decreased their count by 17.2% YoY and Walgreens increased by 10.9%, CVS averaged 168 blocks circular and Walgreens 163.
ECRM’s Ad Comparisons technology captures promotional data from the top U.S. and Canadian retailers in all major markets. Ad Comparisons captures more than 40 metrics for each ad block and provides hundreds of analytic reports to put the advertising data in context. Ad Comparisons takes an individual approach to ensure all data and reports fit the needs of each user.