During the three-week period between 21 November and 11 December, advertising from major US retail chains was down 13% to $1.08bn YoY. Kantar Media, which analysed results from traditional and digital media, earned social and paid search adverts, also specified the declining popularity of newspaper adverts as a vehicle for retailers. The decline was led by electronics chains, which spent 32% less than last year. The report also said paid search ads are replacing print, while mobile search and loyalty apps like Target's Cartwheel program are also gaining in use. Likewise, discount chains and department stores spent a quarter less than last year. “Online is becoming more important in terms of how people spend their time online, but it remains an expensive way to reach them,” said John Battelle, chief executive of Kantar Media.
During the three-week period between 21 November and 11 December, advertising from major US retail chains was down 13% to $1.08bn YoY. Kantar Media, which analysed results from traditional and digital media, earned social and paid search adverts, also specified the declining popularity of newspaper adverts as a vehicle for retailers. The decline was led by electronics chains, which spent 32% less than last year. Likewise, discount chains and department stores spent a quarter less than last year. “Online is becoming more important in terms of how people spend their time online, but it remains an expensive way to reach them,” said John Battelle, chief executive of Kantar Media.