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.
To nobody's surprise, ad spend on new commercials is down again. For the week of 10 December, spend on new creatives was down 10% week-over-week at a sum of $182m.
Retail was by far the leading category spender as it looked to target last-minute shoppers. Retailers took up 32% of the pie on new ad spend, totaling $57m.
Overall, national ad spend during the week remained steady at around $1.2bn. The National Football League continued to be the top program for new creatives.
Kohl's led the way as it, Target, Kay Jewelers, and Old Navy all spent big promoting sales and store rewards in the lead up to Christmas.
Old Navy decided to have some fun with its spot. Instead of a rote outline of what's on sale, the retailer shared a song-and-dance routine with performers clad in discounted holiday wear.
Walmart spent its money on promoting online grocery ordering to light up the holidays.
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.