SOURCE: ECRM

February 10, 2011 17:23 ET

ECRM Releases Top Promoted Brands for January

CLEVELAND, OH--(Marketwire - February 10, 2011) - ECRM recently released its list of the top 100 brands promoted by North American retailers in January, 2011. By tracking ad circulars, ECRM has identified Samsung as the #1 brand promoted across retail channels. Other promoted electronics brands include Sony (#15) and HP (#16). While LG ranked #2 for Calendar 2010, they dropped to #38 for January.

Six of January's top ten promoted brands were from HBC categories: Dove (#2), Aveeno (#3), Pantene (#4), Nature's Bounty (#6), Suave (#8), and Revlon (#10) all show strong retailer support for the month.

"Many retailers focus their November-December on categories related to holiday entertaining and gifts," said Tom Pirovano, ECRM's VP of Industry Insights. "In January, we tend to see more health-oriented ads promoting HBC, diet, and exercise."

Coke (#5), Pepsi (#7), and Kraft (#9) were the top promoted food brands in January. Special K jumped from #91 for Calendar 2010 to #11 in January 2011 as the brand was promoted outside of the cereal aisle.

The list of top 100 promoted brands is based on share of print circular ad blocks weighted by retailer size. Information is provided by ECRM's MarketGate Ad Comparisons, which provides both retailers and suppliers the most comprehensive analysis of trade promotion activity across categories, markets, and retail channels. 

Below is a list of the top 20 brands promoted in January 2011. The full list of 100 brands is available at ECRM's Circular Logic blog site www.CircularLogic.MarketGate.com. For more information on ECRM, please visit www.ECRM.MarketGate.com.

    Brand Share   January   Calendar
    of January   2011   2010
Brand Name   2011 Ads   Rank   Rank
Samsung   0.707%   #1   #1
Dove   0.612%   #2   #4
Aveeno   0.593%   #3   #10
Pantene   0.556%   #4   #3
Coca Cola   0.478%   #5   #5
Nature's Bounty   0.475%   #6   #20
Pepsi   0.445%   #7   #6
Suave   0.434%   #8   #37
Kraft   0.400%   #9   #11
Revlon   0.368%   #10   #16
Special K   0.349%   #11   #91
L'Oreal Paris   0.327%   #12   #9
TRESemme   0.326%   #13   #24
Fructis   0.322%   #14   #17
Sony   0.315%   #15   #7
HP (Hewlett Packard)   0.296%   #16   #15
Colgate   0.261%   #17   #36
3D White   0.260%   #18   #41
EverPure   0.256%   #19   #162
7up   0.248%   #20   #14

 

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