Who's on Top? 7/25-7/31

Advertising expenditure for new national television creatives fell $28 million during the week of 7/25-7/31 only reaching $79 million. This week it was Microsoft taking the top spot with over $11 million of expenditures, more than we typically see from one advertiser on new creatives in a single week. The tech giant promoted multiple products, pinning them against Apple’s Mac and offering back-to-school discounts.

Creative Spotlight

With Target ramping up its back-to-school promotion, this week it delivered the creative with the most spend behind it. While all of Target’s new national creatives for the week were focused on back-to-school, the one with the highest advertising expenditure ($3.8 million) stood out. Instead of marketing products, this spot discussed the campaign itself and demonstrated Target’s amity towards students through its partnership with 826LA, a non-profit writing organization for under-served children in Los Angeles.

For the promotion, Target asked students to create its entire back-to-school campaign for them. This commercial showed the behind the scenes action of the content creation and production in progress. As the top spending advertiser for back-to-school for the last two years, it’s no surprise that Target put so much thought and is investing so heavily into this promotion.


This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every Wednesday for the weekly winner, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.

Search article

You might also be interested in...

Expenditure and Occurrence
Expenditure and occurrence data to inform strategy
Read more
Creative Monitoring
Creative monitoring to shape strategy and message
Read more