What top retailers spent on Black Friday messaging

More than $250 million was spent by 11 top retailers on TV ads to get people in stores for the Black Friday shopping bonanza, according to Kantar Media. Wal-Mart spent $57 million on TV ads, for an 11% increase in shoppers during the Black Friday weekend, while Sears spent $26 million for a 54% increase. "If you don't advertise, you're not conceding defeat, you're assuring defeat," said Kantar Media Chief Research Officer Jon Swallen.

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