Walmart takes a time-out from the holiday retail rush

Who’s on Top? – November 26-December 2, 2018

Advertising spend on national TV experienced declines the week of November 26 compared to the week prior. Overall spend dropped 19%, totalling $1.3 billion, while spend on new commercials dropped 23%, reached a total $276 million. A drop in spend this week is to be expected, as it directly follows Thanksgiving and the Black Friday shopping weekend. Many advertisers tend to pull back on spend after this period, gradually declining for the remainder of the year.

Creative Spotlight

This week one of the top spending retailers during the holidays, Walmart, took a time-out from the busiest season of the year to acknowledge the unsung heroes of the season and all year round—store associates.

Walmart’s new corporate promotion shares stories of kindness exhibited by its associates like painting a woman's nails, saving someone during a hurricane and even delivering a baby. Set to the tune of Macy Gray’s “Beauty in the World,” Walmart thanks its associates everywhere for making 2018 bright with this upbeat commercial.

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