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Ad Spend Weekly: calm before the Super Bowl storm

'The Team that Wouldn’t Be Here' from Verizon

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 night's Super Bowl was a bit of a snoozefest for football fans, just like the week leading up it was for advertisers.

Ad spend for the week of 21 January dropped by 20% compared to the week prior, reaching $957m. Spend on new creatives took an even steeper dip at $107m, a 42% week-over-week downturn.

With only no marquee event to advertise on in the lead up to the Super Bowl, the week saw an eclectic mix of destinations for new creatives.

Verizon turned to NBC's This Is Us to tease its Super Bowl campaign.

Through 27 January, Verizon spent around $16m airing its 'The Team that Wouldn’t Be Here' campaign across the country.

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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