Walmart, Macy's Top Holiday Brands From Thanksgiving Thru Cyber Monday

While household TV ad reach for holiday spots was down 3.4% year-over-year, according to iSpot data, plenty of top brands also saw significant increases during the time period from Thanksgiving through Cyber Monday.

• Walmart increased its TV ad reach by nearly 22% YoY from Thanksgiving through Cyber Monday, leaping over Amazon to take the No.1  spot.
• Fellow physical retailer Macy’s surged even more – by almost 35% YoY – to jump into the No. 2 spot, as its Alison Brie-led campaign contined the year-long surge for Macy's.
• While Amazon decreased TV ad impressions by 22.5% YoY, Amazon Prime rose by 57.9%; so Amazon still focused plenty on the key shopping days, but funneled more messaging through Prime, where it can better target advertising toward specific consumers.