Walmart top spender on TV ads pre-Black Friday

Walmart
Walmart spent more than any other retailer on TV ads leading up to Black Friday.

Walmart had the biggest spend for television ads leading up to Black Friday weekend, spending more than $84 million, according to Kantar Media.

As expected, retailers ramped up their television advertising spend in the month leading up to Black Friday. Just from Oct. 30 through Nov. 26, retailers spent more than $667 million on national TV ads, up from $605 million in 2016.

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Additional research from Katar showed that JCPenney was the biggest spender on the actual day of Black Friday, spending more than $13 million in TV ads. And despite shelling out the big bucks, JCPenney's ad spend still decreased 19% from 2016. 

The biggest increase in spend for television ads in the month of November came from Target, up 118% from 2016 to $8.4 million. 

The other top retailer advertisers between Oct. 30 and Nov. 25 included Kohl's, JCPenney and Kay Jewelers, taking the third, fourth and fifth spots respectively. 

For Black Friday itself, the other top spenders, behind JCPenney, included Lowes, Home Depot, Kohl's and Target.  

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