Apple scores a win at the Golden Globes

Who’s on Top? – January 2-8, 2017

From January 2-8 advertisers spent $178 million on new creatives airing on national television, increasing 30% from the previous week. The largest share of this money (18%, or $32 million) was placed in NFL playoff games early in the week while another $15 million was spent in the Golden Globes. Indeed, each of the top five advertisers for the week allocated a higher percentage of their new creative budgets to NFL programming than any other program type.

Though Apple spent more during Football games than it did during the Golden Globes, the awards ceremony was used as a launch pad for its new commercial showing off the Portrait mode for the iPhone 7 Plus. In the spot, a young woman visits her grandmother in Greece and takes her photo in Portrait mode using her iPhone. So many people in the small town are impressed with the professional quality photo that they request to have their pictures taken as well.

Apple spent $3.5 million promoting a one minute version of the spot, with the remainder its budget going towards a 30 second version of the same creative. Only the one minute version aired during the Golden Globes.


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