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.
Spend on new national TV ads reached $117m during the week of April 9-15, falling by 39% compared to the previous week. Overall, national TV expenditures didn’t see as big of a dip, with total spend reaching $853m – a drop of just 5% week-over-week.
Because there were no large-scale events this week drawing mass audiences, new commercials weren’t as plentiful but advertisers still spent healthy amounts airing existing ads. NBA Basketball games were the main beneficiary of new expenditures for the week with $12m in revenue, followed by the 53rd Academy of Country Music Awards which received $4.7m of new ad spend.
Ad spend for the NBA is sure to pick up as the Playoffs begin — certainly shows in American Express and Wendy’s giving a push into ABC’s telecasts. Amazon shows off a new Alexa skill during the voice, and Apple continued to show off its new Project Red-branded iPhone.
April is Earth Month and to commemorate the worldwide event, the National Recreation and Park Association (NRPA) is collaborating with Disney, ESPN and ABC on its Meet Me at the Park campaign for the fourth year in a row.
In a new ad released this week, the NRPA promotes connecting with friends, family and ourselves at the park. As part of the Earth Month campaign, the commercial also asks viewers to visit NRPA.org/ABC for a chance to win a grant and help get their local parks revitalized.
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.