Kantar Media Reports Website Coupon Expenditures on Leading Websites Increased 130 Percent in Q1 2013

MINNEAPOLIS, MN, August 1, 2013 –Estimated expenditures for website coupons reached $835 million in in Q1 (January – March) 2013 – an increase of 130 percent compared to the same period last year across key websites measured by Marx, a Kantar Media Solution.
Source: Kantar Media

“Estimated expenditures surged in Q1 2013, indicating that website-based offers are taking on a greater significance for the consumer promotion industry. This increase in Estimated Expenditures included major program types such as digital paperless coupons, which are typically loaded to a loyalty card, and internet print-at-home coupons, which are initially obtained online,” stated David Hamric, General Manager, Kantar Media Marx. “When this increase in Estimated Expenditures on website-based offers is compared to the reported increase in Free Standing Insert (FSI) activity, it suggests that 2013 will be a very promising year in coupons.” said Hamric. “Manufacturers can use Marx data to measure their competitors in coupons – to gain an advantage in the marketplace with better coverage across Marx websites, faster insights with Marx Alerts and smarter results with Marx data.” concluded Hamric.

Estimated Expenditures by Coupon Program Type

All coupon program types grew in Q1 2013 compared to Q1 2012 for the key websites monitored by Marx. Print at Home captured the most Estimated Expenditures for all program types at $702MM in Q1 2013, followed by Load to Card with $102 MM. Load to Wallet was newly captured in Q1 2013 with more than $29 MM in Estimated Expenditures.

Source: Kantar Media

Food Areas covered 48 percent of Estimated Expenditures in Q1 2013, an increase of four points from Q1 2012. Non-Food share of Estimated Expenditures was 52 percent in Q1 2013, a decrease of four points from the same period in 2012. (NOTE: Sum of all Areas may be greater than 100 percent due to events which include more than one Area). Personal Care Area leads within Non-Food Areas with a 19 percent share of activity and Dry Grocery leads with a 16 percent share of activity during Q1 2013. Eight of nine Areas saw decreases in Face Values while Personal Care increased in Face Value during Q1 2013 by 1% or $0.02.
CPG AREAS Q1 2012 AND 2013
(1) Digital Share of Estimated Expenditures is based on Digital Estimated Expenditures allocated to each area, which may include events that cross more than one Area
(2) Digital Face Values are averaged values
Food Areas: Cereals, Dry Grocery, Frozen Products, Refrigerated Foods, and Shelf Stable Beverages
Non Food Areas: Health Care, Household Products, Other Packaged Goods and Personal Care
Source: Kantar Media

Coupon Website Visits by Area

In Q1 2013, all nine Areas experienced growth in Total Visits, a cumulative measure of the number of times all visitors visited the unique coupons section of a website. Total Visits grew by 76 percent to more than 4.5 billion Total Visits across key websites monitored by Marx. The greatest number of Total Visits in Q1 2013 were attributed to Dry Grocery, at 885MM. This was followed closely by Personal Care at 832MM and Health Care at 757MM. Other Packaged Goods, while capturing the smallest number of Total Visits, experienced the largest growth compared to other Areas at 1501 percent in Q1 2013.

Source: Kantar Media

“Dry Grocery, a part of the center store, leads in non-food with both the greatest number of Visits and Estimated Expenditures in Q1 2013. This may give retailers a boost in shopper traffic to their center stores, based on the higher levels of Estimated Spend and website Visits to Dry Grocery offers. By examining individual categories and brands one can obtain even more actionable insights and competitive intelligence by analyzing Estimated Spend and Visits by retailer website.” commented Darcy Douglas, Director, Account Solutions, Kantar Media Marx.

“Website coupons are a major force within consumer promotion, reaching more and more shoppers every day. Manufacturers can capitalize on the daily opportunity to reach a shopper when a shopper is planning a trip to purchase needed brands by placing offers on the specific websites and specific website locations where a shopper goes. It is particularly important to pay close attention to which websites are heavily visited by shoppers. In an ideal outcome, manufacturers would have spent wisely by placing their coupon offer in the same website location where the majority of the shoppers are visiting. This will help capture a trip during the planning phase, at a time when a shopper is seeking offers from manufacturers or retailers,” concluded Douglas.

About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, to marketing effectiveness and social media monitoring. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.

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