TV Ad Spend Weekly: NFL brings a media buy rebound

The players warm up for touchdown celebrations as preseason football gets underway. / 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 the NFL regular season draws near, ad time in preseason games is becoming a revenue generator for national broadcast networks. During the week of August 20, NFL games brought in $54m of total expenditures, including $16m for new advertising. Overall spend was up 6% week-over-week, reaching $901m. New creative spend had an even bigger boost, increasing 23% to reach $121m.

Football season is back on September 9 and the NFL wants you to celebrate. To generate fan enthusiasm, the league released a new commercial this week featuring NFL players Todd Gurley, Christian McCaffrey, Jay Ajayi and DeAndre Hopkins as they prepare for the season and perfect their end zone celebration dances.

The commercial, as well as shorter versions, have been airing exclusively during NFL programming. The spot was first released on August 20 and has aired 28 times to date.

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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