Ad Spending Falls for Retailers This Holiday

by Adrianne Pasquarelli, Advertising Age

With less than 10 days 'til Christmas, we've entered the homestretch of the holiday shopping season, but so far, retailers aren't spending as much on advertising as they did in 2015. During the three-week period of Nov. 21 through Dec. 11, advertising among major retail chains was down 13% to $1.08 billion over the year-earlier period, according to a new report from Kantar Media.

Kantar, which analyzed preliminary results from traditional and digital media, earned social and paid search ads, also specified the declining popularity of newspaper print ads as an advertising vehicle for retailers. The ad spending fallout was led by electronics chains, which spent 32% less than last year, and discount and department stores, which spent 25% less. The report also said paid search ads are replacing print, while mobile search and loyalty apps like Target's Cartwheel program are also gaining in use.

Read the full article from AdAge

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