One Retailer’s Pre-Xmas Surge In Spot Cable


The presents are unwrapped … and hopefully any returns have been completed. The holiday season, except for Kwanzaa, is now wrapping up.

In the build-up to Christmas Eve, there was one brick-and-mortar retailer that dashed and danced its way onto more cable TV channels with spots designed to light up registers at its stores across the U.S.

This effort resulted in a fifty-place leap into the latest Media Monitors Spot Ten Cable report for the week ending Dec. 24, 2017.

The retailer to accomplish the feat is Burlington Coat Factory. In the week leading up to Christmas, Burlington saw its use of spot cable surge, with nearly 25,500 commercials airing at the networks tracked by Media Monitors.

This puts Burlington at No. 8, climbing from No. 58.

Burlington traditionally uses TV during the holiday season, and in 2016 it was active on broadcast TV, with spots placed ahead of the Thanksgiving Day weekend shopping period. The same was seen in 2015. However, an increase in spots has been seen over the last three years. Only, in 2017 the spots were tied to cable.

Also making waves at cable is T-Mobile, as the “uncarrier” bumped up its spots in anticipation of a holiday push for new plans and gadgets. This put the wireless communication brand at No. 9 for the week.

Here is this week’s Spot Ten Cable report: