Retail Ads Slow, But Hope Grows For Back-To-School Rebound
July 16, 2010 at 11:06 AM (PT)
The latest MEDIAGUIDE AdMonitor survey of radio advertising in the U.S. from JULY 1st-15th found that most of the top retail brands are tracking at lower levels that the same period in 2009. However, expectations remain high for a big rebound in AUGUST.
"The experts are predicting that marketers will go all-in for the back-to-school season," MEDIAGUIDE EVP/Advertising Sales JOAN GERBERDING said. "Our data may be predicting the same thing."
While MACY'S, TARGET, JC PENNEY and KMART are down for the first 15 days of JULY 2010 versus the same period of 2009, both KOHL'S and WAL-MART are significantly up with KOHL'S running nearly 10 times the number of radio commercials this year and WAL-MART doubling their radio spot load.
"It's a good bet to say that the big name department stores are saving their advertising budgets to blast back-to-school ads toward the end of the summer," GERBERDING continued. .