Media Spend Overview

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Media Spend: Wayfair and Target

Wayfair's average annual media/advertising spend between 2016 and 2018 was $577.76 million, while Target's average annual media/advertising spend between 2016 and 2018 was $1.473 billion.

Wayfair

  • According to Wayfair's annual report, its advertising cost consists of "direct response performance marketing costs, such as display advertising, paid search advertising, social media advertising, search engine optimization, comparison shopping engine advertising, television advertising, direct mail, catalog and print advertising."
  • Wayfair's advertising spend for 2018, 2017, and 2016 were $774.2 million, $549.96 million, and $409.13 million, respectively.
  • Therefore, Wayfair's calculated average annual media/advertising spend between 2016 and 2018 was $577.76 million.

Target

  • Target's advertising costs primarily consist of newspaper circulars, digital advertisements, and media broadcast.
  • Target's advertising spend for 2018, 2017, 2016 were $1.49 billion, $1.46 billion, and $1.47 billion, respectively.
  • Therefore, Target's calculated average annual media/advertising spend between 2016 and 2018 was $1.473 billion.

Research Strategy:

To provide Target and Wayfair's media spend, we used the companies' annual reports, where we extracted the advertising cost for the last three years — 2018, 2017, and 2015 — and found the average as presented in the calculations below.

Calculations

TARGET
Average annual media/advertising spend: ($1.49 billion + $1.46 billion + $1.47 billion) / 3 = $1.473 billion

WAYFAIR
Average annual media/advertising spend: ($774.2 million + $549.96 million + $409.13 million) / 3 = $577.76 million
Sources
Sources