TV Ad Spend Weekly: Back to school means dance to Old Navy
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.
Old Navy kicks of back to school season with a dance scene reminiscent of big sibling brand Gap / Kantar Media
National TV ad spend for new creative was up for the week of July 30, after taking a hit the previous week. New expenditures equaled $138m, up 92% week-over-week. Total expenditures for all national TV advertising were $871m, up just two percent from the previous week.
Old Navy kicked off it’s back-to-school (BTS) campaign on television on July 31 after releasing the same ads on digital platforms the previous week. The retailer spent its total TV ad budget for the week promoting affordable fashion and easy in-store pickup when you buy online.
Last year, total BTS expenditures from Old Navy were $21m, with the bulk of spend placed in August. So far this year, timing and spend for the campaign are mirroring the retailer’s strategy from 2017. The creative is also similar, continuing to use the “hi, fashion” tagline which was introduced last year.
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.