Samsung flexes advertising muscle for new FlexWash campaign
Who’s on Top? – May 8 - 14, 2017
During the week of May 8th, 569 advertisers spent $89 million on new national TV creative. This week, there was no single TV event that dominated the landscape of new advertising. Instead, ad dollars were distributed more broadly across different programs. Indeed, the single program with highest spend for the week was the 2017 Players Championship golf tournament, which brought in only $4.1 million from four advertisers - First Tee Organization ($2.5 million), Morgan Stanley ($1.4 million), PricewaterhouseCoopers ($0.1 million) and Optum ($0.1 million). The First Tee Organization is a long-time partner of the PGA, while the latter three are sponsors of the event.
After debuting its new FlexWash washing machine at
CES 2017 in January, Samsung rolled out the first ads for the product on May 8th. The commercial running on national TV features the song “Another Day” from Lady Gaga, and portrays a busy family using the dual washers to keep up with all of life’s messes. Spend for the ad has been predominantly placed during TV dramas like Empire and Scandal.
To date, Samsung has spent an estimated $3.6 million on the FlexWash campaign, with national TV accounting for $3.3 million of expenditures. As part of the promotion, Samsung has also been running ads on local TV, print and digital.
Internet Display, May 2017
Two-Page Print Ad, Multiple Magazines, May 2017
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