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The top Black Friday TV advertisers were...

Despite all the hype, retailer spending on Black Friday TV ads decreased this year to $90.4 million from $113.3 million in 2016. But some retailers bucked the trend.

That's according to a report by Kantar Media which found that Target Corp. went all out on TV advertising that promoted Black Friday. Target increased its spending 118% from 2016 to $8.4 million in the month (October 30-November 26) leading up to the holiday weekend.

Although Target's ad spend increased the most, it wasn't the top advertiser of Black Friday ads. J.C. Penney claimed the #1 spot, spending $13.4 million, which was down 19% over last year. Penney was followed by Lowe's ($13.1 million; up 41%), Home Depot ($10.8, up 28%), Kohl's ($9.5 million, up 43%) and Target.
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