This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence.
Access the full analysis.
Placed and Kantar once again partnered to deliver the definitive Black Friday study measuring the impact of television advertising on driving customers into stores. The findings highlight the importance of pre-Thanksgiving advertising spend on generating foot traffic during this critical weekend.
As in any contest, some competitors do better than others. The results of this year’s study are no exception as mega-retailer Walmart used their massive scale to both outspend and outdraw its rivals. Spending north of $70 million, Walmart not only drew a 38% share of in-store shoppers but did so at the lowest cost per share of any retailer in the study.
By contrast, Target spent nearly as much as Walmart but drew nearly 2/3 less visitors over the 4 day period (a 13% share). It wasn’t all bad news for Target, however, as store traffic was up nearly 22% vs. the week prior.
Download the full report here.