Kmart, the parent company of US retailers Sears and Sears Holdings, took the "highly unusual" step of buying no TV advertising spots in the crucial period between Thanksgiving and Christmas in 2017, according to iSpot. The company, which has suffered cumulative losses of $11bn since 2011, spent $8.4m on TV spots for the Sears brand, and $6.5m for the Sears Holdings brand, during the same period in 2016. Company executives have reportedly claimed that neglecting TV advertising is doing more harm than good. In contrast, Kmart increased its digital ad spend, due to CEO Edward Lampert's preference for the format.
Sears Holdings, the parent company of US retailers Sears and Kmart, took the "highly unusual" step of buying no TV advertising spots in the crucial period between Thanksgiving and Christmas in 2017, according to iSpot. The company, which has suffered cumulative losses of $11bn since 2011, spent $8.4m on TV spots for the Sears brand, and $6.5m for the Kmart brand, during the same period in 2016. Company executives have reportedly claimed that neglecting TV advertising is doing more harm than good. In contrast, Sears Holdings increased its digital ad spend, due to CEO Edward Lampert's preference for the format.