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For Black Friday Ads, Walmart Leads Efficiency; Sears Loses

Dec 4, 2013, 3:11 PM
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While Black Friday weekend was something of a bust for most stores, Walmart, Target and Kmart were clear winners in terms advertising efficiency, according to a new report from Kantar Media. Those stores spent $1.7 million per visitor share point, $2.4 million, and $4.6 million, respectively. The biggest losers are Sears (Kmart’s parent) at $11.3 million per visitor share point, Radio Shack at $11.3 million, and Macy’s at $8.1 million.

The ranking, a collaboration between Kantar Media Ad Intelligence and Placed, is based on the merged data on advertising spending and in-store visits, to create this “Cost Per Visitor Share Point” metric. —Sarah Mahoney

1 comment on "For Black Friday Ads, Walmart Leads Efficiency; Sears Loses".

  1. Sarah Radwanick from Placed
    commented on: December 5, 2013 at 12:45 p.m.
    Thanks for covering! The full results from Placed and Kantar are available at the following link: http://www.placed.com/resources/white-papers/tv-ad-spend-to-store-visitors

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