TV Ad Spend Weekly: Ford, Chevrolet strike during World Cup knockout stages
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.
Ford and Chevrolet make a summer sales pitch during last week's TV Ad Spend Weekly. / Kantar Media
Advertising spend on national TV was relatively flat during the week of July 9-15 compared to the previous week, reaching spent $889m. However spend on new ads saw a decline of 9% during this time period reaching $132m for the week.
Sony Pictures and Progressive were the two biggest spenders of the week, with the movie studio getting time to promote the Denzel Washington Equalizer sequel. Lined up against Sony (in terms of ad spend) was Walt Disney's Christopher Robin push, a continued effort from last week's broadcast promo debut.
Chevrolet and Ford went head-to-head this week, each spending similar amounts on new TV spots, however the automakers took different strategies with their advertising.
Chevrolet released a new commercial as part of its ongoing 'Real People' campaign. In the ad, real Chevy drivers attend a focus group to discuss what they look for in a vehicle, only to find out the Chevys they already own have won awards for delivering on the exact qualities they are looking for.
Ford on the other hand stuck to the seasonal calendar, advertising its annual summer sales event in order to move cars off the lot in anticipation of new model year releases in the fall. The commercials promoted different vehicle models, premium features and affordable financing options.
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.