Ad Spend Weekly: gearing up for the big game
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.
Verizon's Super Bowl campaign
For the week of 14 January, advertisers spent $1.2b on national TV ads, including $185m on new ad spend. Around a quarter of the total spend, and 39% of new ad expenditures, were placed during the last two games of the NFL playoff season.
In the lead up to the Super Bowl, Verizon launched its campaign for the big game with a spot highlighting the stories of America's first responders.
'The Team That Wouldn't Be Here' campaign tells the story of 11 NFL players and one coach whose lives were saved by first responders. The campaign will unfold over the two weeks leading up the 3 February's game, with additional spots set to air during the Super Bowl.
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.