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Gap Intelligence: Holiday Advertisements Up, As Savings Value Drops

SAN DIEGO — With the approach of the critical Black Friday shopping season, Gap Intelligence, which monitors TV retail shelf share and promotions, said the pre-holiday trend shifting that has occurred in recent years in advertising frequency and average ad value continues in 2013.

Samsung and LG, the two companies that offered the greatest advertised value during the third quarter of 2012, offered far lower savings this year, observed Deirdre Kennedy, Gap TV products analyst.

“Samsung’s average ad value dropped by 39 percent, while LG’s saw a 25 percent decline,” Kennedy said. “The two companies were replaced by Sharp and Sony as the top spenders in Q3 2013, who posted increases of 53 percent and 38 percent, respectively.”

Panasonic’s average ad value, she said, is also down over last year’s levels, while Toshiba and Vizio both increased their levels by more than 100 percent year over year.

According to Gap, Samsung and LG by contrast remained the top two print advertisers in a year-over-year comparison of total ad count.

“Although the value of the ads has been reduced, the two manufacturers continue to promote their brands in retail circulars at a greater rate than their competitors,” Kennedy said.