Retailers battle it out as holidays near

Who’s on Top? – December 4-10, 2017

As the end of holiday season begins to draw near, the frenzy of new advertising is beginning to wind down. Indeed, spend for new national TV ads dropped 31 percent during the week of December 4 as compared to the previous week, with spend topping out at $107 million. Four of the top five advertisers were from the retail category, which as a whole represented one third of new expenditures as merchants seek to win over last minute holiday shoppers.

Creative Spotlight

Old Navy was one of the highest spending retail advertisers during last year’s holiday season, and this season the clothing store is still spending big. Last week, Old Navy put 100 percent of its national TV budget into new advertising for the holidays. The commercial features a festive holiday celebration with fashionable party-goers of all ages dancing, decorating and having a great time as the ad mentions the low-cost deals available at Old Navy.


This commercial is part of Old Navy’s “Hi, Fashion” campaign that rolled out in March of this year. The campaign is meant to show consumers that fashion is fun again, and this cheerful spot is on the mark. The ad first aired on December 5 and has been playing in 15, 30, and 60 second versions, which together have aired over 1,700 times nationally so far.

For details about creative from other top advertisers, visit The Drum

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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