Retailers Go To Cable For Back-To-School Push


by Diana Stokey, Media Monitors

Today is the first day of school across the Northeast and Mid-Atlantic Region, and advertisers were keenly aware of the shopping needs of parents going in to the Labor Day holiday weekend. Three top brick-and-mortar retailers used spot cable to help get customers in the doors — and at the checkout kiosks.

In last week’s Media Monitors Cable Spot Ten report, Walmart, which rose to No. 6, was joined by JCPenney and Sears as retailers choosing cable TV spots to reach consumers.

JCPenney moved up from No. 19 to No. 7, running 24,572 spots as Sears ascended to No. 8, with 23,820 ads.

Also of note is the presence of bedding brand Select Comfort, which climbed to No. 9 thanks to 23,791 commercials.