This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence. Access the full analysis.
Advertising is a critical component of retailers’ strategies for drawing customers during the competitive holiday shopping season. As a result, retailers spent millions on advertising in the run-up to this year’s Black Friday sales events, hoping to get shoppers to visit them first on the big holiday weekend.
Who were the winners and losers in this slugfest? Which major retailers got a strong return for their advertising investment in the form of customer traffic and which ones lagged the pack?
Kantar Media Ad Intelligence and Placed Inc. have collaborated on an innovative analysis that merged their respective data on advertising expenditures and in-store visitor counts to provide an insightful metric – the “Cost Per Visitor Share” – for evaluating and comparing the results achieved by the top national retail chains over the entire four-day Thanksgiving weekend. This metric provides a new view into how well offline advertising helps drive in-store customer traffic.
Access the complete results to learn which retailers saw the most in-store traffic return on their TV ad investment during Black Friday weekend.