Home Improvement Retailers Ramp Up Pre-Holiday Spot Count.
Ready or not, the holiday shopping season is here, and home improvement retailers are out in force, collectively airing 85,000 radio spots to market seasonal deals. The Home Depot has rolled out “Black Friday Savings,” airing 35,105 spots the week of Oct. 31 through Nov. 6 after taking a breather from the airwaves the week prior. That makes it radio’s sixth biggest advertiser for the week.
Meanwhile, arch rival Lowe’s aired 41,660 spots for its “PROvember” campaign, which is offering “30 days of deals from the top Pro brands” through Dec. 8. Lowe’s climbs 5-3 on the Media Monitors compilation. Elsewhere in the Home Centers & Hardware Stores category is Menards at No. 70 (8,771 spots).
Also marketing early holiday specials are a raft of department stores and discount centers. Kohl’s leads the league with 21,265 spots to rank No. 12. It’s joined by JC Penney at No. 20 (19,060 spot occurrences). Macy’s fields two entries in the latest tally: Market By Macy’s, which offers a smaller and more curated assortment of the retailer’s product line, is No. 27 (14,565 spots) and its flagship department store brand Macy’s at No. 57 (10,197).
Discount department stores are also marketing their wares on AM/FM, led by Target at No. 60 (10,075) and Family Dollar at No. 81 (7,254).
Online retailer eBay is No. 14 with 19,845 commercials.
CPG giant Procter & Gamble has no fewer than nine brands on the latest list, with Vicks out front at No. 8. It’s joined this week by Gillette at No. 31, Crest at No. 38, Bounty at No. 39, Mr. Clean at No. 40, Oral-B at No. 48, Charmin at No. 52, Swiffer at No. 54, and Downy at No. 71.
For the week of Oct. 31 – Nov. 6, the top ten on the Media Monitors tally are Indeed at 1, Progressive at 2, Lowe’s at 3, iHeartRadio at 4, Centers For Disease Control & Prevention at 5, The Home Depot at 6, ZipRecruiter at 7, Vicks at 8, Babbel at 9, and BioNTech-Pfizer at 10.