NFL Playoffs draw big spend

Who’s on Top? – January 9-15, 2017

From January 9-15 advertisers spent $128 million on new creatives airing on national television. As Super Bowl LI draws nearer, share of spend for this segment has been increasingly attributed to commercials airing during NFL playoff games. With each passing week, air time during the NFL post-season is becoming less frequent, exceedingly sought after and higher priced. This week, one third of all advertising dollars, or $43 million, for new creatives was allocated towards NFL playoff games, an increase of $11 million from the first week of the post-season.

Creative Spotlight

H&R Block has been increasing spend on new creatives in recent weeks during the run up to tax season in a new campaign featuring Mad Men actor Jon Hamm. The campaign was first launched during Sunday Night Football on Christmas Day. It initially debuted with only two creatives, however this week the campaign expanded with eight new ads featuring the actor. In each creative, Hamm is featured on a different movie set showing people the benefits of H&R Block over competitor TurboTax. The campaign is the first use of H&R Block’s new tagline “Don’t just get your taxes done. Get your taxes won.”

The company began running its 2017 tax season campaign earlier than previous years and is using higher profile programming including NFL games in order to gain more broadcast presence.




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