TV Ad Spend Weekly: Domino's brings out the hotspots for the NBA Finals
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.
Domino's was one of the bigger spenders during the beginning of the NBA Finals, showcasing its 150k new hotspots all over the US / Kantar Media
National TV ad spend bounced back during the week of May 28th. Overall national TV spend reached $912m, an increase of 27% week over week, while spend on new ads rose 35% compared to the previous week, totaling $124m. The NBA scored big this week, with the first two games of the finals combined accounting for 20% of new ad dollars. Overall, the NBA Finals brought in $72m in ad revenue, including $25m for new advertising.
It’s expected to see at least a couple of trailers take up a big chunk of TV time in the summer, as all focus is on blockbuster-worthy films. No surprise to see that Jurassic Park and Oceans’ 8 took a cool $7m each from Universal and Warner Bros, respectively, with over a quarter of ad spend budget allocated to the NBA Finals telecast. Applebee’s and Olive Garden picked out a couple of choice ad buys last week as well in the Bachelorette and MLB coverage.
With ever growing competition in the QSR market, Domino’s is looking for ways to stand out. With that, say hello to Domino’s Hot Spots. The pizza chain spent $4.1m on new commercials this week to promote the launch of its new Hot Spots program, allowing you to have Domino’s delivered to the great outdoors. Whether you’re enjoying a picnic in the park, or relaxing at the beach, Domino’s has you covered with delivery to 150k parks, beaches and other outdoor locations.
Dominos 052818 from Kantar Media US on Vimeo.
Domino’s used its total new ad budget for the week on this ad, with 29% of ad dollars placed during the NBA finals.
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This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.