TV Ad Spend Weekly: The Valentine's Day push begins with Kay
Brands continue to invest heavily in above-the-line content, and television is still seen as the place 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.
All you need is love when football season's over, as Kay Jewelers starts reminding viewers that Valentines' Day approaches / Kantar Media
Advertising spend on new national TV placements remained relatively flat during the week of January 22, 2018 compared to the previous week with expenditures for new ads reaching $164m. Even with NFL games on a bye week before the Super Bowl, football programming still secured the top spot for new ad investments with Super Bowl Classics earning $4.8m of new expenditures. The 60th Annual Grammy Awards came in second with advertisers investing $4.2m to debut new commercials during the awards ceremony.
A continued push in ad spending for NCAA and NBA games is happening, and should be more prominent once the football season ends next Sunday. Verizon and MetroPCS are two of the top spenders this week, while Warner Bros Pictures continues to get trailers out for its potential blockbuster movies. Audible picked hit comedy series The Big Bang Theory to spend big.
But all eyes are on Neil Lane—and the all familiar "Every kiss" jingle. Kay Jewelers has been leading the jewelry category as Valentine’s Day approaches. No other jewelry retailer spent close on national TV this week. Jared, the Galleria of Jewelry, ranked second, spending $1.1m on national TV overall, including $0.9m on new ads, followed by Blue Nile, who spent only $0.03m.
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 using its AdScope tool.