Kohl’s wants kids to win the school year in latest BTS ads
Who’s on Top? – August 14-20, 2017
Spend on new TV advertising saw a slight uptick last week. The figure increased three percent from the week prior, reaching a total of $80 million. New creative placements came from 580 advertisers and accounted for 10 percent of total national TV ad spending.
Reality and competition shows accounted for 25 percent of all new creative spending, responsible for $20 million. Indeed, each of the top five spenders on new placements for the week spent the biggest on reality programming. America’s Got Talent was the leader overall for new ad spending for the third week in a row with $4 million of expenditures.
As consumers are checking off their shopping lists for Back-to-School, retailers have been putting substantial ad dollars into their campaigns to make sure they earn their piece of the BTS pie. This week, Kohl’s promoted 20% off for its Friends & Family sale telling students to “get the gear, win the school year.” In two separate ads, the retailer targeted different age groups. Spend was split nearly evenly for both ads.
One creative promoted clothing for younger, elementary school age boys and girls. This ad featured a clip of a dad at the end, as parents are likely the ones actually doing the shopping for this group. This ad was backed by $1.4 million of expenditures.
The additional creative had $1.3 million of expenditures and featured teenagers, promoting clothing for this age bracket. Since this group might have stronger opinions on appearance and may be doing back-to-school shopping on their own, this ad did not include anyone besides the teens.
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