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Home Depot: ad spend in the U.S. 2012-2019

Home Depot – a retailer providing home improvement supplies and services in North America since 1978 – spent 1.09 billion U.S. dollars on advertising in the United States in 2019. The latest data shows that Home Depot also beat its own record in terms of brand value – in 2020 the brand was worth 50.5 billion U.S. dollars, representing an increase of three billion over the previous year.

Home Depot’s advertising and competitors

Home Depot is one of the most recognized brands in the United States, appearing not only in brand rankings of companies within the home improvement industry but also more general rankings for other sectors. The company had a strong media presence and in 2018 was among the leaders in a ranking by Buzz Score (measuring viewability of brands in media) - one of the several positive outcomes of a clear and successful advertising strategy. In 2019 Home Depot ranked higher in terms of ad expenditures than its closest industry competitor – Lowe’s and was also the sixth largest radio advertiser in the United States that year. Unsurprisingly, and owing to the fact that the company implemented a successful integration of its physical and online operations, in 2018 Home Depot made it to the list of the top 10 retailers in North America, based on sales. Consequently, survey results show that more U.S. consumers prefer shopping for home improvement and hardware products in Home Depot than in Lowe’s or Walmart.

Home Depot's advertising spending in the United States from 2012 to 2019

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Sources

Release date

July 2020

Region

United States

Survey time period

2012 to 2019

Supplementary notes

The figures include measured-media advertising spending and unmeasured spending. Measured media is 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 estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.

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