Retail

After four years of successive spending increases on commercials that run on prime-time network television, retailers are cutting back. In 2008, the fourth highest retail spender, Sears, allotted about 14.5% less to prime-time network television ads versus 2007, per Nielsen, which is a reduction of $18.2 million. The year 2008 was the year of wine and roses compared to now, when the upfronts look somewhat dicier. The good news is about half of the top 20 retail brand spenders increased their budgets last year and those that advertise are seeing return on investment. Still, the real stars in retail can be found on the low-end.