TV Ad Spend Weekly: This means war-drobe as Amazon officially steps into apparel race
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.
Amazon officially steps into the space with its first Prime Wardrobe spots / Kantar Media
Advertising spend on national TV took a hit the week of August 27, falling 19% compared to the week prior and topping out at $782m. Spend for new commercials also fell by 7% to $111m. The return of college football was the big money maker for networks this week, with overall ad expenditures of $60m, including $17m for new advertising.
As Amazon continues to disrupt industry after industry, the company recently rolled out its Prime Wardrobe “try before you buy” shopping option for all Prime members in the US. The move competes with similar online services like Stitch Fix, Le Tote and Trunk Club. However unlike its competitors, Amazon’s service allows Prime members to choose their own items, instead of using stylists.
To promote the offering, Amazon released new advertising this week with different ads showing that the service is for both men and women alike. One commercial features a man in need of a wardrobe update after landing a new job, while the other spot shows a woman in search of the perfect outfit for an upcoming stand-up comedy show.
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.