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Thu Oct 15 2020 11:34:17

Amazon First to Run TV Ads with Holiday Theme

By: Ina Steiner

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Amazon was the first major retailer to run TV ads with significant holiday themes this year, according to Elaine Chen, Vice President of Marketing Communications at Kantar.

Amazon also boosted its ad budget this year, spending close to 8% more in advertising in the first half of 2020 than in the first half of 2019, reaching $1.4 billion.

What makes that remarkable is the fact that during the same period, US retail ad spending as a whole declined by 22.6%.

Chen noted that Amazon TV ads supporting Prime Day debuted on local television on October 8 and October 11, weeks earlier than Winter Holiday-themed advertising has started in recent years, which typically only begun in earnest after Halloween. 

"While Walmart, Target and Best Buy also rolled out their own "Black Friday in October" deals to compete with Prime, none of those retailers promoted the sales on TV," she said.

Kantar said Amazon's two commercials, "Two Days to Save Big" and "Holiday Wade," were just the opening salvo in the battle for holiday wallet share and said it would be monitoring advertising and retail trends throughout the season.

Meanwhile eBay is also out with a holiday video, though doesn't appear to be running it on television.


Let us know what you think of holiday advertising 2020 - what have you seen, and where?

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Perminate Link for Amazon First to Run TV Ads with Holiday Theme   Amazon First to Run TV Ads with Holiday Theme

by: FeelingFroggy This user has validated their user name.

Thu Oct 15 13:33:10 2020

Anything is better than the horrid miserable political blubbering nonsense from the want to bes

Perminate Link for Amazon First to Run TV Ads with Holiday Theme   Amazon First to Run TV Ads with Holiday Theme

by: COVID-19 This user has validated their user name.

Thu Oct 15 21:44:50 2020

Really?  I never see commercials anymore.  I skip them.

Perminate Link for Amazon First to Run TV Ads with Holiday Theme   Amazon First to Run TV Ads with Holiday Theme

by: Snapped This user has validated their user name.

Fri Oct 16 06:08:25 2020

Is anybody else out there disgusted with retailers pushing back the clock ever further each year in order to claim a scoop and be the ‘first’ to jam the mass consumerism orgy of “the holidays” in our faces?

If they had their way, they’d change the name of that classic song to the 12 Months of Christmas.



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