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.
Advertisers spent $871m on national TV advertising during the week ending August 12, including $107m on releasing new commercials. Overall spend was flat compared to the previous week, but the release of new creative lagged, with spend on this portion dropping by 22%.
As said in previous weeks, unscripted reality will reap the benefits of engaged audiences this summer, so it’s not a surprise to see America’s Got Talent with a couple of entries. The re-emerged Tiger Woods made the PGA tourney an exciting one for viewers, and for Progressive, who cashed in on the spike in viewership he provides.
But whenever McDonald's puts together a new deal, new ads are sure to follow. Last week was no exception.
Looking for fresh ways to bring in customers, McDonald’s launched its '2 for $5 Mix and Match Deal' on August 6, a value meal focused on popular menu items. The company spent most of its total national TV budget for the week on commercials promoting the new offer, with the creative focused on one thing – the food.
While McDonald’s ran some targeted spots promoting the deal on a local level, the emphasis has been on the national campaign. Indeed, McDonald's has long advertised on both local and national TV, but the company recently announced it would be concentrating more on national offerings.
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.