Who's on Top? 7/4-7/10
We examined advertising expenditure for new national television creatives from 7/4-7/10. Ad spend for new creatives that broke on national TV was up $20 million from the previous week, reaching $129 million, the highest it’s been since the first week of June.
Macy’s was the highest spender for new creatives this week with $5.7 million of expenditures split between nine creatives. New creatives accounted for 90 percent of all national TV spend for Macy’s this week, with its overall spend in this segment only reaching $6.8 million.
The creative with the most spend was for the Fourth of July Mattress Sale, which very closely mirrored the Memorial Day Mattress Sale that Macy’s promoted toward the end of May. The creative used the same theme song and promoted discounts on the same brands: Sealy, Serta and Tempurpedic. This spot was backed by $2.8 million, half of Macy’s national TV new creative budget for the week.
Promotion of the Fourth of July Mattress Sale began on June 23rd, but this new creative was introduced on the actual holiday and only aired twice that day – during the Macy’s Fourth of July Fireworks. In total, the creative was seen 325 times on national TV throughout the week, with subsequent occurrences on the days following the holiday. The peak date was July 9th with 132 occurrences and $1.4 million of expenditures.
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.