Home Depot: ad spend in the U.S. 2012-2018

Home Depot – a retailer providing home improvement supplies and services in North America since 1978 – spent 1.06 billion U.S. dollars on advertising in the United States in 2018. The latest data shows that Home Depot also beat its own record in terms of brand value – in 2019 the brand was worth 47 billion U.S. dollars, representing an increase of 13 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 has 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. Home Depot ranked higher in terms of ad expenditures than its closest industry competitor – Lowe’s and was also the third largest radio advertiser in the United States in 2017. As a consequence, and owing to the fact that the company implemented a successful integration of its physical and online operations, that year Home Depot made it to the list of the top five retailers in North America in 2017 based on sales. Unsurprisingly, 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 2018

Spending in million U.S. dollars
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Sources

Release date

June 2019

Region

United States

Survey time period

2012 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.

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