Kantar Media Reports FSI Coupon Activity Increased 7.2 Percent in 2010
“Corporate scale FSI coupon events enable manufacturers to leverage their brand portfolios to break through the promotion clutter to increase share-of-voice with their consumers and share-of-merchandising with their retailers,” concluded Mark Nesbitt.
Overall FSI Activity
During 2010, more than $451 billion in consumer incentives were delivered via FSI coupons, up 17.1 percent from 2009. During the same period, over 291 billion coupons were distributed within more than 212 billion FSI pages. FSI coupon average Face Value achieved a new record level in 2010 at $1.55, up 9.2 percent versus 2009. However, Average Expiration (Fuse) continued a steady downward trend with a decrease to 8.5 weeks, down 8.9 percent versus a year ago. These trends indicate that manufacturers are delivering more offers of greater value to the consumer, but are managing their financial exposure by reducing the length of time that these offers are available in the market.