TV Ad Spend Weekly: Crazy Rich Asians takes over the box office — and TV airtime
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.
Crazy Rich Asians made believers out of Hollywood execs, but got some well-placed marketing didn't hurt its sales / Kantar Media
Advertising spend for new creating on national TV reached $98m for the week of August 13, 2018, falling for the second week in a row with a decrease of 8%. Overall spend for the media continued to remain at a steady level, reaching $847m for the week.
On August 15, Warner Bros. Pictures released the cinematic adaptation of the novel Crazy Rich Asians. Over the course of the week, the studio spent a total of $3m in advertising on the movie on national TV.
Promotion of the film began back in May, with total national TV expenditures exceeding $13m to date. Advertising buzz has paid off – Crazy Rich Asians was number one in the box office during opening week, shattered revenue expectations and has been met with widespread critical acclaim.
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This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.