Who's on Top? 8/8-8/14
Advertising expenditure for new creatives on national television reached $145 million last week. While not quite as high as the previous week, which saw big gains due to the start of the Olympics and the opening ceremony, this number is comparatively higher than the weeks prior to the games. In fact, 54 percent of total spend on new creatives for the week can be attributed to Olympics programing, including a large portion of spend from the top advertisers.
Ford was not only the top advertiser for new creatives for the week, but also had the single creative with the most money behind it. This is despite airing only two new spots during the week.
Ford spent $6.4 million on a 30 second spot promoting the “Ford Freedom Sales Event.” The creative makes multiple mentions of zero percent financing for 72 months plus a $1000 bonus. The voice over refers to the offer as “freedom from interest and freedom to choose with Ford, America’s best-selling brand.”
84% of spend for this creative was allocated towards Olympics programming. With the themes of freedom and America, Ford found a way to associate itself with the games and connect with viewers who may be feeling a sense of pride cheering for Team USA.
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