Top retailers are taking different strategies this holiday season

Who’s on Top? – November 12-18, 2018

Spend on national TV commercials for the week ending November 18 was flat compared to the previous week, holding steady at $1.3 billion. After two consecutive weeks of increases, spend on new advertising suffered a minor drop of 2%, topping out at $251 million. NFL games continue to drive spend for new TV spots, accounting for 29% of total national spend for the week, and 41% of spend for new commercials.

Creative Spotlight

With the holiday season in full swing, retail advertisers are making heavy media investments to reach consumers getting ready to do their shopping. Indeed, retail was the highest spending ad category for the week with 14% share of overall national TV expenditures – a number that jumps even higher to 30% when looking at only new advertising. This week, three retailers ranked among the top five for new advertising for their holiday campaigns, with each of them taking a different messaging strategy.

The number one spender, Amazon, didn’t emphasize any specific product or merchandise in its commercials. The online retailer instead focused on the joy of the holiday season, especially when receiving boxes that come with a smile from Amazon.


HomeGoods promoted a variety of product types like kitchenware, accessories, toys and games while promoting the theme of great gifts at great prices from HomeGoods, TJ Maxx and Marshall’s.


Target tried to stand out from its competitors by beating the Black Friday rush. The retailer promoted 20% off gifts for kids when you shop the Saturday before Thanksgiving.



This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool.  Already an AdScope customer? Log in now and see what your competitors are up to.

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