Automotive advertisers drive new creative spend
Who’s on Top? – May 29 - June 4, 2017
The 2017 NBA Finals were a boon to new creative TV spend during the week of May 29th. The first two games of the series, which took place on June 1st and June 4th, collectively had the highest concentration of new creative advertising dollars for the week with $8.7 million of expenditures. Overall, new expenditures grew 32% from the week prior, reaching a total of $92 million from 594 advertisers.
Three automotive advertisers battled it out for the top spot this week, but Toyota won the race. Spending all of its new creative budget to promote its 2018 C-HR cross-over vehicle, Toyota’s new spots reimagine Disney classics with a modern twist. The commercials respectively feature modern day versions of Cinderella and Rapunzel. When they each find themselves stuck in unfavourable situations, the C-HR comes to the rescue as the metaphoric knight in shining armor.
The ads first appeared on May 29th with versions in both in English and Spanish. The Cinderella creative has aired nationally so far a total of 1,142 times with $5.6 million of expenditures, while the Rapunzel creative has had total of 1,216 national occurrences with $3.5 million of expenditures. Toyota placed its bulk of spend during prime time television ($5.3 million), mainly during sitcoms like Life in Pieces and Mom. However, the single show with the largest share of spend was a drama, Lethal Weapon, which had $0.4 million of expenditures.
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