TV Ad Spend Weekly: NFL vs the holidays

NFL vs the holidays

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 on newly-launched creative on US national broadcast and cable TV.

Despite the influx of NFL-related ads, spend on national TV commercials in the US the week ending 18 November was flat at $1.3b. And, after two weeks of consecutive increases, spending on new TV ads dropped 2%, to $251m. The key driver of the spending on new TV spots is NFL games, which accounted for 41% of spend for new commercials and 29% of total national spend for the week.

But football wasn’t the only big driver of TV ad spend this past week. With the holiday season in full swing, retailers are doing their share of spending.

Not surprisingly, the highest spending ad category for the week was retail, with a 14% share of overall national TV expenditures and 30% of new advertising. Three retailers were among the top five for new advertising this week, all featuring holiday campaigns.

With $14.5m spent on new creative, top spender Amazon focused on the joy of the holiday season:

Amazon 111218 from Kantar Media US on Vimeo.

HomeGoods, which spent $9.2m on new creative, highlighted its wide product array with the theme of ‘great gifts at great prices’ from brands HomeGoods, Marshall’s, and TJ Maxx:

Homegoods 111218 from Kantar Media US on Vimeo.

Aiming to beat the Black Friday rush, Target's $8.3m in spend on new creative focused on offering 20% off gifts for kids for customers who shop the Saturday before Thanksgiving.

Target 111218 from Kantar Media US on Vimeo.

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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