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