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

Exclusive Premium statistic

You need a Single Account for unlimited access.

  • Full access to 1m statistics

  • Incl. source references

  • Available to download in PNG, PDF, XLS format

Single Account

only $59 / month *
*Duration: 12 months, billed annually, single license

Access to this and all other statistics on 80,000 topics from

$708 / Year

Show detailed source information?
Register for free
Already a member?
Log in

Release date

June 2019


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.

Statista Accounts: Access All Statistics. Starting from $708 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account.

Single Account
Your perfect start with Statista
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references
$59 / Month *
Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract; Prices do not include sales tax.

Statistics on "TV advertising in the U.S."

Statista Accounts: Access All Statistics. Starting from $708 / Year
Learn more about how Statista can support your business.