Supermarkets have upped their ad spend while most other major retailers have slashed theirs in response to the economic crisis.

According to The Telegraph, supermarkets are spending more than they did last year, after embarking on an aggressive price war in recent months.

Asda increased its spend by 52 per cent in the six months to September 30 to£34.7 million. It is now the 12th-largest spender on advertising in the UK. Last year it was 28th, and spent£22.9 million in the six-month period.

Tesco has climbed five places up the rankings and is now the fifth-biggest spender, increasing its ad spend by 18.8 per cent to£47.9 million. Sainsbury’s spend was up by 21.3 per cent to£32.8 million, while Morrisons’ increased 15 per cent to£25.5 million.

However, in the same six months, Marks & Spencer’s ad spend fell 20.3 per cent to£25.3 million, compared with the same period last year.

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