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.
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.
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