Free Standing Insert coupon activity climbs

Free Standing Insert (FSI) coupon activity increased 3.4% based on Coupons Dropped during the first six months of 2014 versus the same time period in 2013, according to Marx, a Kantar Media solution.



FSI Coupons Dropped within non-food categories increased 8.2% to represent 65% of the 158 billion FSI coupons distributed during this period.



"Increases in FSI coupon activity within the non-food segment were driven by the health care and the personal care areas, which continue to leverage FSI coupons to effectively deliver advertising impact, purchase incentives and retailer merchandising support for their brands," said Dan Kitrell, VP account solutions at Marx.

Key insights include the following:

• During the first half of 2014, more than $267 billion in consumer incentives were delivered via FSI coupons, up 8% from the same period in 2013


• FSI coupon Average Face Value increased 4.5% to $1.69 for the first half 2014


• Walmart continued to hold the top spot based on number of retailer pages circulated with an increase of 45.9% to more than 5.2 billion pages, which was the largest actual increase among the top 10 retailers