Coca-Cola Co
(KO.N) halted spending in mid November, after purchasing an estimated $1.1 million in Twitter ads earlier that month, while HBO spending collapsed to approximately $38,000 in December from roughly $1.1 million in November, Pathmatics found.
Among consumer brands, Heinz ketchup maker Kraft Heinz Co
(KHC.O) and Stouffers meal manufacturer Nestle SA
(NESN.S) stopped all advertising, according to the Pathmatics estimates. Heinz and Nestle declined to comment.
Mass retailer Target Corp
(TGT.N) and department store operator Kohls Corp
(KSS.N) also skipped advertising on Twitter on Black Friday, one of the biggest shopping days of the year, the estimates show. Kohls did not return requests for comment.