Inserts/Coupons

January 2009 --Free Standing Insert (FSI) coupon activity increased 8% during 2009 versus the previous year to more than 272 billion Coupons Dropped according to Marx Promotion Intelligence, a division of TNS Media Intelligence.  This activity level is the highest yearly Coupons Dropped observed during the past decade, surpassing the second highest annual Coupons Dropped of 257 billion realized in 2007.    

Marx Promotion Intelligence reports that retailer promotion pages also achieved new record levels with a 37.7%  increase to more than 9 billion pages in 2009, continuing the pattern of significant annual growth rates which began in 2007.

“As consumers adapt to new economic realities, marketers are increasing their use of FSI coupons within their marketing mix to deliver advertising impact, influence consumer behavior, and secure retailer distribution and merchandising,” Mark Nesbitt, President, TNS Media Intelligence, is reported as saying.  “Leading retailers are also increasing their use of FSI vehicles to drive planned shopping trips and build shopper loyalty.  Manufacturers and retailers are working together to deliver relevant incentives to their consumers and shoppers during increasingly difficult economic times.  Although ‘shopper marketing’ tactics are still evolving, FSIs have clearly emerged as a key component of manufacturer and retailer aligned promotion programs.”

Source: TNS/Marx Promotion Intelligence, FREE STANDING INSERT (FSI) COUPON ACTIVITY INCREASED 8.0 PERCENT TO MORE THAN 272 BILLION COUPONS DROPPED DURING 2009, January 6, 2010.