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Sears Leads in Department Store Spots

Sears Leads in Department Store Spots

In the first weeks of the holiday shopping season, the four department stores advertising most on radio – “by far” – are Sears, Kohl’s, JC Penney and Macy’s, according to Media Monitors.
“Sears ran 21,894 radio spots in 50 top U.S. markets in the past 23 days, followed by Kohl’s and Penney’s with just over 20,000 spots each, and Macy’s with about 13,000,” the monitoring company said.
Wal-Mart was the fifth-most-frequent advertiser on major-market stations; it aired fewer than a third of the number of spots by Sears and half those aired by Macy’s.
After Wal-Mart in the rankings were Fred Meyer, Mervyns, Target/Super Target stores, Dillard’s and A.J. Wright. L.L.Bean ranked 12th and Kmart 16th.
Group owner May Department Stores didn’t place any store chains in the top of the list but had more individually branded stores advertising on major-market radio than any other parent group, according to Media Monitors, including Hecht’s, Filene’s, Kaufmann’s, Robinson-May, Marshall Field’s and Strawbridge’s. But the total spots run by those five May chains was still less than No. 5 Wal-Mart.