TV Ad Spend Weekly: Retailers battle it out as holidays near
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.
Hey big spender: Old Navy's 'Hi, Fashion' campaign
As the end of holiday season begins to draw near, the frenzy of new advertising is beginning to wind down. Indeed, spend for new national TV ads dropped 31% during the week of December 4 as compared to the previous week, with spend topping out at $107m. Four of the top five advertisers were from the retail category, which as a whole represented one-third of new expenditures as merchants seek to win over last minute holiday shoppers.
Old Navy was one of the highest spending retail advertisers during last year’s holiday season, and this season the clothing store is still spending big. Last week, Old Navy put 100% of it national TV budget into new advertising for the holidays. The commercial features a festive holiday celebration with fashionable party goers of all ages dancing, decorating and having a great time as the ad mentions the low-cost deals available at Old Navy.
This commercial is part of Old Navy’s 'Hi, Fashion' campaign that rolled out in March of this year. The campaign is meant to show consumers that fashion is fun again. The ad first aired on December 5 and has been playing in 15-, 30- and 60-second versions, which together have aired over 1,700 times nationally so far.
Samsung, taking the number two spot this week, was promoting its trade-in program (and has been getting some head-to-head competition from Motorola), Target touted weekend deals at number three on this week’s list, Jared got into the holiday spirit, focusing on the Pandora collection and, in the fifth spot, Kohl’s went the direct route on holiday sales as well.
All but Kohl’s placed most of their new creative TV spend on the NFL. Kohl’s focused more of their buy on the hit TV series 'Empire.'
See all of the new creative submitted from around the world in The Drum's Creative Works section.
If you have creative work to submit, please upload it here.
This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.