Wednesday, December 19, 2012

FSIs Dominated H1 CPG Coupons; Trailed in Redemption Rates

At 89.7% share by distribution volume, free-standing inserts (FSIs) remained the dominant media format by which marketers distributed 165 billion coupons for consumer-packaged goods (CPG) in the first half (H1) of 2012, according to [sign-in page] a study released in July 2012 by NCH. 

In-store handouts were a distant second at 4.1% of distribution volume, followed by direct mail (2%), magazines (1.8%), in/on package and cross-ruff (a coupon on one product redeemable for another – 1%), and the aggregate of all others (including newspapers, handouts away from stores, military distribution and surprisingly, all digital formats – 2%).

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