TV Ad Spend Weekly: Geico and Sprint look for 'un golazo' with World Cup creative

Geico and Sprint spend a majority of their ad spend on the US Hispanic audience for Fifa World Cup coverage / Kantar Media

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 in newly-launched creative on US national broadcast and cable TV.

As World Cup games play on, the tournament continues to be a boon to TV ad revenue. Soccer matches were responsible for $138m in ad spend during the week of June 25, including $16m for new advertising. Overall, advertisers spent a total of $1bn on national TV for the week, an increase of 11% from the week prior. New commercials saw an even bigger uptick, increasing 33% to reach $129m.

With the World Cup front and center, brands have been investing in targeting the Hispanic soccer fan base. Indeed, we have been seeing higher levels of new ad dollars being allocated to Spanish Language Network TV since the tournament began. This week, 13% of new spend was placed with SLN TV, versus less than 5% during a typical week. Two of our top advertisers this week spent big on Spanish language soccer-themed commercials to reach this consumer segment. Sprint used 99% of its new ad dollars on three Spanish language commercials, while Geico spent 52% of its budget on a single Spanish language ad.

While these two advertiser spent big, only one of them ranked in the top five World Cup advertisers for the week. The top advertisers this week for overall TV spend during tournament were Volkswagen (1), McDonald’s (2), Sprint (3), Apple (4) and Ford (5).

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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