Kantar Media says national spending from the 10 biggest-spending brands is down 2% so far this year, from about $1 billion to $986 million. In TV, Walmart is spending 22% less than it did last year, Target 15% less and Kohl’s 10% less.
Kohl’s kicked off its holiday campaign on Sunday with an emotionally-charged spot, highlighting the magic of the holidays with a father-son moment. The ad is the centerpiece of Kohl’s holiday marketing. It marks a new approach for the retailer, which usually diversifies its brand push during the season.
Kohl’s, which is without a chief marketer, plans major changes to marketing strategy — including a big boost to TV and digital spending.