ECRM compared retail circular advertising in June 2012 vs. June 2013 and noticed some common overall trends across top retail chains. Although Staples and Walmart each saw large year-over-year increases in circular page count, page count was fairly stable overall, with none of these key retailers seeing a decrease of more than 13%.
Some notable changes were observed this month for Lowe’s, Walmart, Fred Meyer and Staples. Both Walmart and Lowe’s saw very large increases in ad blocks per circular: Walmart accomplished this with a greatly increased page count and similar number of ads per page vs. last year, while Lowe’s took the opposite stance with a minor bump in page count accompanied by a large increase in ads per page. Staples and Fred Meyer saw significant increases in page count, yet experienced an overall drop in number of ads per page and per circular.
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.