Record-high allowances?

This story in Progressive Grocer says:

A study conducted by research firm Promodata's Price-Trak Group projects a decade-high average promotion allowance of 15 percent by year's end. This high allowance level is being driven by consistent increases across all major product groups, with the exception of refrigerated foods, which peaked in 2002/03, according to the group.

The surprising thing about this report is that 15% is being described as "a decade-high average promotion allowance." Nielsen's studies, if I'm not mistaken, have been showing rates that high and higher for years in the grocery channel.

Perhaps there's something in the full document that I'm missing in this short item.