Macy’s heads into Memorial Day with new summer ads
Who’s on Top? – May 21-27, 2018
Ad spend on national TV during took a tumble during the week of May 21st, dropping 33% compared to the previous week, reaching a total of only $92 million. Overall national TV spend also fell topping out at $720 million, a decrease of 20% week over week.
With the Memorial Day holiday rounding out the week, retail was the top spending category by a landslide. Retailers were busy promoting their Memorial Day sales, spending $63 million on national TV commercials, including $19 million on new advertising. The runner up category was Quick Service Restaurants, spending $37 million overall and just $7 million on new ads – many of which were also promoting Memorial Day deals.
With Memorial Day weekend marking the unofficial start to summer, Macy’s spent one third of its new ad budget for the week on an imaginative ad showing drab winter wardrobes transitioning to colorful, summer-friendly attire as a person steps into the sun. The commercial is set to Brenton Wood’s fun, summery pop-classic “The Oogum Boogum Song.”
The remaining 70% of Macy’s new ad budget was spent on ads mentioning its holiday sales on summer apparel, outdoor furniture and travel accessories. Many of the holiday specific ads were set to the same Brenton Wood tune and used the same visuals as the general summer ad, an important factor as consistency is a crucial part of brand messaging according to our DIMENSION report.
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