Major Big- Box Retailer Case Study alphonso.tv01 The Challenge. A major big box retail brand was keeping close tabs on its largest competitor. Although the company was a heavy TV spender, we uncovered that its competitor was focusing its TV buys on major broadcast networks and large cable networks. The big box retailer also was outspent 2:1 on Spanish language networks by that same competitor. 12.7% 11.3% 5.6% 9.5% 12.6% 8.6% 16.5% 23.3% Brand Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Competitor 7 Competitive Share of Voice by Ad Airings02 Analysis. BET Nickelodeon Lifetime Nick2 CMT TV Land ION Unimas Freeform Telemundo Brand Competitor 1 Competitor 2 Nationwide TV Ad Airing SoV by Network (Brand vs. Competitors) Despite advertisin

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