Home Depot Trades Spaces With Lowe’s

Aug 12, 2003
George Anderson

By George Anderson

Home Depot has signed an agreement with Discovery Networks, the television home of “Trading Spaces”, making the DIY retailer the sole home improvement category sponsor for the popular show. Financial details were not released.

The deal means Home Depot with replace rival Lowe’s as a “Trading Spaces” sponsor beginning in the fourth quarter of this year through the third quarter of next.

John Costello, Home Depot’s executive vice president of merchandising and marketing told the Atlanta Journal-Constitution, “This extension allows us to hammer home Home Depot’s know-how like never before on cable television. A program like ‘Trading Spaces’ shows consumers just how easy it is to improve and personalize their home. It gives Home Depot new ways to showcase the latest trends and innovative products in a hot program format that reaches a very engaged audience.”

More than 18 million viewers tune in to watch a “Trading Spaces” episode on a weekly basis.

Moderator’s Comment: How important is wresting the
“Trading Spaces” sponsorship from Lowe’s for Home Depot in the marketing and
sales competition between the two chains?

The “Trading Spaces” sponsorship will provide Home Depot
with the opportunity to pick up some residual glow from the popular show. What
happens when consumers enter the store will determine if shoppers will keep
their business with Home Depot or take it elsewhere.

Anderson – Moderator

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