Target Corporation: ad spend in the U.S. 2009-2018

The retailing company, Target, invested 1.49 billion U.S. dollars in advertising in the United States in 2018, keeping its expenses on roughly the same level as in the previous two years. Target reported 1.49 billion U.S. dollars in net advertising costs worldwide in 2018, and the corporation’s U.S. revenue was estimated to amount to nearly 74 billion U.S. dollars that year.

Who are Target’s competitors on the advertising market?

  In a ranking of leading retailers in the U.S. based on their advertising expenditures, Target placed third after Amazon and Walmart. With Amazon’s business model being another beast entirely, Walmart is definitely Target’s closest competition. Walmart’s ad spending between 2015 and 2018 was roughly 40 to 50 percent higher than that of Target’s in the same period. Both retailers stand against each other in the battle to attract Thanksgiving consumers as well, devoting significantly more money to TV advertising than other representatives of the industry such as JC Penney or Macy’s. While Macy’s in total spends on advertising nearly as much as Target in the United States, JC Penney’s ad budget is half of that amount.

Target Corporation's advertising spending in the United States from 2009 to 2018

Spending in billion U.S. dollars
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Sources

Release date

June 2019

Region

United States

Survey time period

2009 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

Figures for the period 2009 to 2013 come from Advertising Age's earlier publications.

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