Target taps late holiday shoppers
Who’s on Top? – December 3-9, 2018
Total national TV ad spend fell from December 3-9 for the second week in row, dropping by 8% compared to the week prior. Spend on new commercials experienced an even larger drop of 26%, topping out at $204 million. These declines aren’t atypical for the final weeks of the year. As the end of December draws closer, many advertisers may pull back on their investments as they get ready for new campaigns to kick of the year in January.
Black Friday may be long gone, but Target is still busy offering sales and savings for late holiday shoppers. This week, Target spent more than $10 million airing new commercials promoting weekend deals on home appliances, toys and other gifts.
In the home stretch of the holiday season, many retailers have been busy with their last-minute promotions, but Target was the only retail advertiser to rank among the top 5 for new creative spending this week, investing nearly $11 million. The next closest retailer for new expenditures, Kohl’s, spent less than half that ($5 million) and took the number 11 spot.
When looking at overall national TV spend on the other hand, Walmart beat out Target this week, shelling out $20 million vs. $17 million respectively.
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