With people more comfortable going into stores, television advertising for many major retailers was way up during the holiday season.
Target’s impressions were 35%, Kohl’s grew 25% and Macy’s were up 34%, according to Samba TV.
Traditional retailers represented four of the top 10 advertisers during the fourth quarter. In addition to Walmart in the top slot, Target was No. 6, Kohl’s was No. 7 and Macy’s was eighth.
Walmart, Target and Macy’s did not rank in the top 10 during the third quarter.
Also breaking into the top five was Amazon. Amazon did not rank in the top five in the fourth quarter of 2020 despite the high volume of online shopping during the first COVID christmas, Samba TV noted.
Some retailers focused on the Hispanic market. Target generated the most impressions advertising on Telemundo, followed by Univision. For Walmart, Univision and UniMás were the No. 2 and No. 3 networks in terms of impressions.
Looking just at the peak holiday season, between Black Friday and Christmas, retailers pulled out the stops when it came to TV advertising, Walmart, Target, Kohl’s and Macy’s all served more than 1.5 billion impressions, as did Amazon.
Samba TV said Kohl’s did the best job in achieving reach while limiting frequency. The average household exposed to Kohl’s ad during the holidays saw 22 of them. Households that saw ads for Walmart saw 42 of them and households that saw Target ads saw 32 of them. Those retailers were more likely to reach oversaturation and annoy potential shoppers, Samba TV said.
“With the viewership landscape more fractured than it’s ever been, it’s never been more imperative for marketers to utilize a holistic view across both linear and streaming,” Samba TV VP of measurement Cole Strain said. “By leveraging Samba TV’s independent, first-party data set culled from 40-plus million devices marketers can truly understand their audience reach and true ROI.” ■
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.