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Target Corporation: ad spend in the U.S. 2009-2017

Target Corporation's advertising spending in the United States from 2009 to 2017 (in billion U.S. dollars)

by A. Guttmann, last edited Aug 9, 2019
Target Corporation: ad spend in the U.S. 2009-2017 The retailing company, Target, invested 1.48 billion U.S. dollars in advertising in the United States in 2017, keeping its expenses on roughly the same level as in the previous two years. Target reported 1.46 billion U.S. dollars in net advertising costs worldwide in 2017, and the corporation’s U.S. revenue was estimated to amount to nearly 72 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 2017 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.
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Target Corporation's advertising spending in the United States from 2009 to 2017 (in billion U.S. dollars)

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