TV Ad Spend Weekly: Ebay feeling festive with early holiday advertising

Ebay goes big on new TV creative ad spend

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.

Expenditures on new national TV ad placements saw a big jump during the week of October 30, with 717 advertisers spending $167 million. This is an increase of 59% compared to the previous week. NFL games were responsible for the largest share new advertising dollars, accounting for 21% of spend.

As soon as November hits, many advertisers race to be top of mind as the winter holidays approach. This week, eBay was one such advertiser, kicking off its holiday campaign with two new ads which debuted November 1. The ads encourage consumers not to “shop like everybody else” because eBay has the best deals on the best brands. The voiceover states that eBay will deliver “brand new, nearly new and totally you gifts.”

The company spent 100 percent of its national TV budget on placement of these two holiday ads during the week. To date, the commercials have aired nationally more than 1,800 times and with the holiday season just getting started, we will likely be seeing more from eBay in the coming weeks.

As far as other brands, Ford and Chevrolet were all about “moving metal” with year-end sales creative. Ford topped this week’s list with $6m of new creative spend for the week and Chevy clocked in with $4.3m. JCPenney, a retailer still struggling, looks to prime the pump with this week’s 50% off event creative.

Finally, Geico hit another creative home run with their sloth ad and chipped in $4.5m worth of new creative spend out of their $19.4m total for the week.

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This data is part of ongoing reporting released on a weekly basis with Kantar Media's using their AdScope tool.

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