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.
Total ad spend keeps climbing in 2019. For the week of 7 January, national TV ad spend totaled $1.4b, up 8% compared to last week's mark.
New ad spend dipped, however, as companies invested 30% less in new creatives week-over-week, totaling $225m.
While the week saw ESPN's College Football Playoff emerge as a hub for new creatives, $83m (37%) of new TV spend was placed during NFL playoff games, and nearly 60% of that figure came from the week's top five advertisers.
Budweiser spent big during the week as it gears up for February's Super Bowl. Anheuser-Busch InBev has confirmed it will run a Bud Light ad during this year's big game, along with ads for Budweiser, Stella Artois, Michelob Ultra, and Bon and Viv Spiked Seltzer.
Introduced during last year's Super Bowl campaign, the Bud Knight returns, this time introducing a new ingredients label on Bud Light packaging. It's not yet known if we'll see the armor-clad guardian of Bud Light during the Super Bowl, but AB InBev is poised to spend big.
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.