Lowe’s brings back Black Friday in Spring
Who’s on Top? – March 27 - April 2, 2017
Expenditures for new creatives during the week of March 27th reached $196 million, increasing $25 million from the previous week. The majority of spend for the week ($48 million) was placed during airings of the Walking Dead on AMC, including the season finale which accounted for $5.9 million of expenditures. The NCAA March Madness men’s basketball tournament made up the second largest portion of spend for the week with $31 million of expenditures. Together, these two programs made up 40% share of new creative spend for the week.
Just in time for spring cleaning, Lowe’s brought back its annual Black Friday in spring sale event. Touting deals for gardening and home improvement, the retailer spent $8.1 million on new creatives for the week.
The campaign launched on March 29th on national TV and was supplemented by local TV and radio ads. The largest portion of national TV spend from Lowe’s ($2.8 million) was placed in repeat telecasts of the Walking Dead, followed by $0.9 million in spend during the NCAA men’s basketball tournament. The remainder of the budget was distributed among various program types, with spend concentrated predominantly during primetime.
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