Best Buy Cuts Holiday Ad Spend By 50% - Twice

Best Buy Cuts Holiday Ad Spend By 50%

"It seems that the ever-expanding holiday shopping calendar is translating into sharply lower ad spending so far, according to a report from Kantar Media. Based on an analysis of media buys from Oct. 31 through Nov. 27, it says that while total retail holiday ad outlays fell 9% $1.2 billion, Best Buy lopped its spending by 50%."
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An analysis of November media buys by Kantar Media shows that Best Buy cut its ad outlays by half year-over-year, as Black Friday disperses into Black November and more resources are moved into digital.

"It seems that the ever-expanding holiday shopping calendar is translating into sharply lower ad spending so far, according to a report from Kantar Media. Based on an analysis of media buys from Oct. 31 through Nov. 27, it says that while total retail holiday ad outlays fell 9% $1.2 billion, Best Buy lopped its spending by 50%."

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