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The biggest advertisers in jewelry retailing got even bigger last year

Major jewelry retailers made huge increases in their advertising expenditures last year, according to data from Competitive Media Reporting. The figures were published in BrandWeek's list of the 2000 most-advertised brands.

Service Merchandise, 356th on the list, increased spending 46%, to just over $28 million. Macy's jewelry and optical advertising (ranked 499) rose 16% to $22.5 million. Zales' ads grew 48% to $18.9 million. It was ranked 642. Sears' jewelry and optical (1,106) rose 67% to $12.3 million, Kay (1,151) grew 48% to $11.8 million and Tiffany (1,642) was up 198% to $8.6 million.

Of the jewelry retailers on the list, only J.C. Penney (1,313) posted a decline, falling 4% to $10.6 million.

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