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.
Last week's post-holiday dip in ad spend was no aberration. For the week of 3 December, total national TV ad spend totaled $1.2bn, falling by 8% compared to the prior week's mark. Spend on new commercials dipped by 26% to $204m.
Pfizer was the only big spender of the week, dropping $32m in total and $21m on new creatives. The pharmaceutical company spent most during NFL games.
Target was the only retail advertiser to rank inside the top 10 for new creative spend during the week. Kohl's was the next closest retailer, taking the 11th spot with $5m in new ad spend.
Target's newest spots are to-the-point, 15-second creatives highlighting what's on sale across its stores. Both creatives feature Bullseye, the retailer's logo-stamped miniature bull terrier mascot.
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.