Kantar: Holiday TV ad spending climbs 10.3% over last year

  • Retailers spent a total of $667.1 million on national TV ads between Oct. 30 and Nov. 26 compared to $604.5 million during the same period in 2016, according to Kantar Media data provided to Marketing Dive. Retailers pulled back on Black Friday ads over the same period, spending $90.4 million compared to $113.3 million in 2016.


  • Walmart was retail’s big spender on TV, shelling out $84.2 million, a 16% year-over-year increase, followed by Target at $67.2 million (up 7%), Kohls at $33.2 million (up 10%), J.C. Penny at $32.6 million (up 19%) and Kay Jewelers at $32.5 million (up 1%). J.C. Penney led the way in Black Friday spending, although it decreased the amount by 19% year-over-year to $13.4 million.  


  • Advertising spending by retailers also ramped up through the time frame with the week of Oct. 30 at $120.3 million, the week of Nov. 6 at $146.3 million, the week of Nov. 13 at $169.3 million and the week of Nov. 20 at $231.3 million.


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