After a couple of years of decline, the volume of coupons distributed by CPG marketers rose by 1.8% year-over-year in the first half of this year, according to a new report from NCH Marketing. The study finds that marketers distributed 168 billion coupons, the highest number since the first half of 2010 (178 billion). Free-standing inserts (FSIs) remained the predominant media type, at 91.1% of all distributed coupons.
The increase in coupon distribution was entirely in non-food products, which represented 62.5% of coupons distributed, up slightly from 61.8% a year earlier.
Although the number of coupons distributed rose, overall redemptions fell by 8.1% to 1.43 billion. The 8.1% fall represented a slower decline than the 11.4% drop seen in H1 2012, but this year’s 1.43 billion redemptions was the lowest amount in at least 5 years. While non-food coupon distributions grew, redemption of non-food product coupons fell by 11.5% to represent 40.4% of coupons redeemed. Read the rest at MarketingCharts.
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