Furniture giants cut advertising spend

14th April | marketing | Furniture retailers DFS, Ikea and ScS made double-digit percentage cuts to their advertising budgets in the past year. According to Neilson Media Research, DFS shaved 11% off its advertising spend but still shouldered an £87m outlay, while north east chain ScS almost halved its budget to £7m.

Swedish flat pack giant Ikea spent £9m in the UK – a 27% saving on its advertising spend the year before.

DIY chains including B&Q and Focus also made significant cuts compared to previous years, but home improvement chain Wickes bucked the trend by upping its marketing outlay by almost 15% in order to promote discounted products.