Online Retailers' TV Ads Up 25% YOY

TV commercials by online retailers were sharply higher in the month before Christmas -- in terms of national and regional airings -- versus a year ago, when traditional department stores posted smaller gains.

Some 59,984 airings of TV commercials for online marketers and auction sites ran from November 25 through December 25, according to, a 25% increasing over a year ago, where some 48,134 commercials aired.

This year’s total media spend for that month-long period comes to $106.6 million, versus $96.6 million in 2017.

This year, Amazon commanded a leading 22.4% share of those airings, followed by Poshmark with 18.6%; eBay at 8.2%; Wayfair with 6.9%; and Ebates at 6.3%.

By contrast, traditional department store chains ran almost double the level of TV messages -- 102,804 TV commercial airings -- a 12% hike over the 91,712 TV spots in 2017. Estimated media value comes to $314.5 million vs. $311.9 million TV spend in 2017.

Walmart ran 19.1% of those TV commercials, with Kohl’s at 18.5%; Target at 13.9%; JCPenney with 12.6%; and Macy’s at 11%.



Home-improvement retail marketers aired 25,417 TV commercials during the month (media spend of $57.4 million). Ace Hardware with 35% of airings, Lowe’s at 30.5%; and Home Depot with 22.1% at were the big spenders.

Outdoor and sporting goods retailers posted 22,426 TV commercials ($33.3 million in media spend). Electronics/Appliance retailers: 9,181 airings ($27.3 million).

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