Prime Day was good for TV networks.
The $8.1 million was part of the $13.2 million Amazon spent overall on TV from July 1 to July 16.
Of its spending behind Prime Day, $4.3 million went to cable TV networks. The internet retailer spent $1.8 million on network television and nearly as much on $1.6 million on Spanish-language TV.
Kantar said the level of Spanish-langauge TV spending indicated the importance of the Hispanic market to Amazon.
Amazon also spent $5.9 million on internet display ads from July 1 through July 16. The bulk of that spending was Prime Day banners on Amazon.com.
Search was also a significant part of Amazon’s promotion for Prime Day. It spent $350,000 sponsoring the keyword “Amazon” Prime during the 16 day period. It also sponsored other terms related to Prime Day, but that spending was a fraction of what it spent on the “Amazon Prime” search term.