TV Ad Spend Weekly: CoverGirl rocks the gym, the boardroom and everywhere
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.
A woman turns up her outer boss, athlete and model as CoverGirl turns up its ad spend post-Super Bowl / Kantar Media
Advertising spend on new national TV placements reached $144 million during the week ending February 4th, 2018. This figure does not include expenditures during Super Bowl LII, which totaled $414 million according to preliminary estimates. Taking the Super Bowl out of the equation, NBA Basketball was the revenue winner for the week, with advertisers investing $8.8 million on new advertising during games.
Verizon and MetroPCS continue to spend big and often this year, Verizon touting its reliability, and MetroPCS giving customers a bargain cellular brand to consider. Both have used the NBA as their top programming to spend for, as the All-Star Game in Los Angeles approaches. Warner Bros has replaced football with NCAA basketball; March Madness gives them an easy street to keep their blockbusters in people's minds. AstraZeneca launched a debut campaign for new heart medication featuring fitness instructor Bob Harper (of The Biggest Loser fame), adding a credible voice (Harper recently suffered a heart attack himself) to market the new prescription drug.
Late last year, CoverGirl announced it was retiring its iconic "easy, breezy, beautiful" slogan, in favor of the message “I am what I make up.” The new tagline is meant to be more inclusive, driving the notion that there no longer is a single standard of beauty. Along with the new slogan comes a new logo, a product overhaul and of course a new advertising campaign.
A follow-up to the debut series of spots from Droga5, including one with Issa Rae starring as her own hype woman, a new spot released on January 29th features a woman talking about her varying appearances and that she can express who she is right now and every bit of who she wants to be – all with the new CoverGirl. Makeup brands could potentially dial up on spending as both Valentine's Day and the Academy Awards draw closer. So far the ad has aired nationally more than 300 times.
See all of the new creative submitted from around the world in The Drum's Creative Works section.
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This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.