A Big Holiday Advertiser Shows Its e-tailer Strength


Across the final weeks of 2017, one of the nation’s largest retailers weaved its way back to radio by investing in a holiday season campaign that very much included the medium.

In the week leading up to Christmas Day, Walmart emerged as the top advertiser at radio, according to Media Monitors, dwarfing efforts from other retailers including Macy’s and JcPenney.

With 2018 efforts expected to appear in the next Media Monitors reports, Walmart is emerging as an e-retailing giant — something radio GSMs and AEs may wish to take note of.

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