Retailers on TV in May

2010-07-15

In May 2010, retailers spent around PLN 51m on television advertising in Poland, according to TNS OBOP, almost 33% more than the amount spent in April 2010 (PLN 38.4m).
With regard to the number of advertisers, 19 trading entities advertised on television in May, exactly the same number as that of the previous month, of which eight were grocery retailers, nine retailers of non-food items and two department stores or markets. The newcomers among the May advertisers which did not appear in April were the Jedynka grocery store chain, the Tecza department store and the Auchan hypermarket chain.
The leader in terms of spending on TV advertising in May 2010 was the Castorama DIY chain, with almost PLN 7.8m, close to 54% more than the previous month’s amount. The runner-up was the previous month’s leader, Obi, also a DIY retailer, with a month-on-month reduction of almost 23%, to around PLN 5m. Third place was taken by the Real hypermarket chain, with a figure of PLN 4.7m, an increase of almost 150% in comparison with the April amount. In addition to Obi, four advertisers which had been on TV in April reduced their spending in May: Komfort, a purveyor of floors and carpets, which recorded the most substantial decrease, of 90%, the Biedronka discount chain, which spent 19% less in May than in April, and Media Markt and Ikea, whose TV advertising budgets were cut by 6% and 2.5%, respectively. The most marked increase was that of Praska Gielda Spozywcza, a grocery market: from PLN 7,000 in April to PLN 79,000 in May.