Sainsbury’s spent £52m on ads after failed Asda merger

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Sainsbury's Asda merger advertising
The grocer's advertising spend was thought to have been mostly on its 150th anniversary campaign and Christmas advert
// Sainsbury’s spent £52m on ads last year after its deal with Asda collapsed
// The cash was spent on magazine, newspaper, radio and TV adverts

Sainsbury’s has reportedly spent £52 million on advertising in the past year to persuade consumers to shop at its stores, after its £12 billion merger with Asda collapsed.

The Big 4 grocer said the cash was spent on magazine, newspaper, radio and TV adverts, hiking its spending by 82.6 per cent from just £28.4 million the year before, according to Nielsen, The Telegraph reported.

Last April, the CMA blocked the proposed tie-up between Sainsbury’s and Asda, after saying the merger would increase prices for customers and reduce competition.


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Sainsbury’s advertising spend was thought to have been mostly on its 150th anniversary campaign and Christmas advert.

Meanwhile, some of the other grocers reportedly spent a £443 million together, up from £431 million two years ago.

Tesco was the biggest spender with an £80.8 million spree.

Aldi, Marks & Spencer and Iceland were among those to have increased spending, while budgets were cut at Asda, Lidl, Morrisons, Co-op and Waitrose.

Asda cut spending by 4.9 per cent to £65.3 million – and Lidl spent 11 per cent less at £54 million.

Morrisons cut its budget by more than a fifth from £45.9 million in 2018 to £36.1 million in 2019.

Aldi spent £52.7 million, M&S £37 million, and Iceland £25.6 million.

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