Brands continue to invest heavily in above-the-line content and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most on newly-launched creative on US national broadcast and cable TV.
Ad spending on national TV increased 30% during the week of October 16 with expenditures reaching $142m. The Walking Dead brought in big advertising dollars, accounting for half of all new spend ($127m). Indeed, each of the top five advertisers for the week spent the majority of ad dollars for new creative during The Walking Dead. The money was distributed among reruns throughout the week (96%) and the season premiere on October 22 (4%).
This is the first week since the 2017 NFL season began, that professional football games didn’t have the largest share of spend. Games this week only accounted for 15% of spend for new broadcast placements.
Kim Crawford Wines spent its entire budget on one new ad this week. The spot features guests enjoying glasses of Kim Crawford Sauvignon Blanc at an upscale party with the commentary “elevate the moment with every drop.” What's notable is that this is the first TV commercial the company has released since 2015.
The ad first appeared on October 16 and has aired nationally 502 times. The bulk of spending was placed during The Walking Dead, followed by reality shows like Real Housewives of New Jersey, Keeping up with the Kardashians and Flipping Out.
See all of the new creative submitted from around the world in The Drum's Creative Works section.
This data is part of ongoing reporting released on a weekly basis with Kantar Media's using their AdScope tool.