TV Ad Spend Weekly: The sweet smell of holiday advertising

Johnny Depp for Dior

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.

Not all consumers do their holiday shopping during Black Friday weekend, and with December 25 getting closer, advertisers are making a bid for those who left their gift buying for the eleventh hour. Indeed, ad spend for new national broadcast placements during the week of December 11 increased 8.4% compared to the week prior, reaching a total of $116m.

As the Christmas holiday draws closer, it makes sense to see sales from Kay Jewelers (as winter engagements are ever-popular), Chevrolet, and Target (as Super Saturday, the last Saturday for holiday sales, approaches.

What stands out, although not too much of a surprise, is the number-three spot, for Chantix, the stop-smoking aid. With New Year's Day soon after Christmas, it's smart to have NFL viewers think about their resolutions for the coming year. Quitting smoking, along with hitting the gym and taking up other healthy habits, tend to be the most common resolutions for Americans. Viewing the real-life stories of Chantix users has always lent credibility for the brand, and the timing for this ad spend is just right.

Fragrances can be a popular gift for the holidays, and as such the category has seen large increases in national TV expenditures leading into the holidays. In the three months ending December 17, the category spent $75m on national TV ads – 59% of this was from just the last two weeks of the measured period. Christian Dior was the category leader overall for the three months, with the luxury brand accounting for one third of total spend.

For the week of December 11, Dior continued to rank number one for the category accounting for 56% of expenditures ($9m). The brand spent almost half of its total national TV budget for the week on one new ad for its men’s fragrance, Dior Sauvage. The commercial features Johnny Depp as he escapes the city looking for magic. The spot debuted on December 11th and to date has aired 316 times on national TV. More than half of national TV spend for the ad has been placed during NFL football games.

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.

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