Study reveals the top holiday retail advertiser

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Study reveals the top holiday retail advertiser

By Deena M. Amato-McCoy - 11/21/2017
Retailers are stepping up their small screen advertising investments this holiday season.

Between Oct. 30 and Nov. 16, retailers spent $353 million on national television ads for the holiday season, up from $323 million during the same time period in 2016, according to Kantar Media. Walmart has been the top retail advertiser during this time period, spending $51 million on national TV ads.

Target ranked second at $42 million. It was followed by Best Buy ($19 million), Kohl’s ($17 million) and J.C. Penney ($17 million).

In 2016, retailers spent $3.2 billion on holiday advertising across all channels, including TV, magazine, newspaper, radio, Internet display, online video, mobile web, mobile app, cinema and outdoor. Spending also appears to be in line with previous years, according to the data.

Additionally, retailers averaged $357.6 million and $346.9 million in weekly spending across all media channels in 2016 and 2015, respectively.

The key weeks for both years were those leading up to and encompassing Black Friday. Weekly retail ad spend in 2016 peaked at $488.4 million the week of Nov. 28 (Black Friday was Nov. 25). Similarly, spending hit its highest mark, $550.6 million, the week of Nov. 30, 2015 (Black Friday was Nov. 27), the data revealed.