A graphic analysis of retail media spending

Retail is a specialty of Evergreen Trading and therefore, an analysis of retail media spending trends is of particular interest to us and to our retail clients.

We recently concluded an exhaustive analysis of retail media spending and distilled it into an infographic (see below). Download it here. The study looks at retail media spending for the following eight retail categories:

  • Apparel
  • Automotive
  • Specialty
  • Department Stores
  • Mass Merchandisers
  • Grocery
  • Drug
  • Convenience

We looked at organizations that spend a minimum of $5MM/year within the following nine categories:

  • Network TV
  • Digital
  • Cable
  • Spot TV
  • Magazines
  • Network Radio
  • Newspaper
  • Outdoor
  • National Spot Radio

The end result was a deep dive into the trends and budget allocations within the advertising bought by the larger US retail advertisers.

As a media professional within the retail industry, this data can help you judge how your decisions on budget dollar allocations compare with your peers within your particular retail segment. For example, the apparel category is seeing the greatest increase in digital spending. If you are in that category, are you keeping pace with your digital spend? Or, are you ahead of your peers within the convenience store segment which has seen the least growth in digital media?

The data was collected from Kantar Media for the years 2012, 2013 and 2014. When the 2015 data comes out this spring we will update this graphic with last year’s media numbers.

We look forward to your comments and questions as you peruse the data.


About Mike Lake

Mike is the Senior Vice President of Marketing for Evergreen Trading. When not playing jazz trombone he is probably obsessing about writing content that will capture the attention and interest of business people and fellow learning junkies everywhere.

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