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Amazon, Target Were Only Retailers To Boost TV And Digital Holiday Advertising

December 29, 2016: 12:00 AM EST
It almost seems as if the big retail companies got out of Amazon’s way this holiday season, at least when it came to advertising on TV. Bucking the trend away from TV advertising – Target was an exception – Amazon aggressively boosted its ad spending on TV by 76 percent, at the same time increasing digital ad spending by 224 percent. Meanwhile, Walmart cut television advertising by 10 percent, Sears by 53 percent, and Nordstrom by 45 percent. Target was the only retailer to boost ad spending across every medium, including print, TV and online. Its spending on print ads went up four percent, while TV spending rose 54 percent. [Image credit: © Amazon ]
Deena M. Amato-McCoy, "Amazon increased holiday TV ad spend in a big way", Chain Store Age, December 29, 2016, © Chain Store Age
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