Kohl’s led the way for retail advertising this Memorial Day
Who’s on Top? – May 22 - 28, 2017
New creative spend took a dive during the week of May 22nd, decreasing 41% from the previous week to reach only $72 million from 478 advertisers. The season finale of The Voice on May 23rd had the highest concentration of new creative advertising dollars, with $3.5 million of expenditures.
The retail category led the way this week with $12 million of new creative expenditures on national TV. Kohl’s was the leading advertiser in the category, spending all of its new TV advertising dollars to kick off the unofficial start of summer with promotion of its Memorial Day weekend sale.
Kohl’s began promoting its sale on May 23rd with a 15 second spot. To date, the commercial has aired nationally 1,638 times, as well as locally 1,922 times. The retailer has also been using the same ad for cross-promotion using online video on sites like cbs.com, msn.com and nesn.com
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