Who's on Top? 7/11-7/17
We examined advertising expenditure for new national television creatives from 7/11-7/17. Ad spend for new creatives that broke on national TV was down slightly from the previous week, but still hit a respectable $122 million.
This week it was Amazon that topped the list, but surprisingly none of its new nationally running ads were focused on Prime Day, Amazon’s annual sale on July 12th and its highest sales day to date surpassed only by Black Friday.
Amazon used this week to promote its Echo wireless speaker system. Promotion of the Echo on national television began during Super Bowl 50 and continued with a steady stream of advertising through May 17th. This is the first occurrence of a national TV ad for the product that we’ve seen since then and though the creative made no mention of Prime Day, this particular campaign was first seen on July 12th, presumably timed to coincide with the event.
The creative that ran throughout the week featured celebrity spokespeople Alec Baldwin and Missy Elliot, with the latter making music requests from “Alexa,” the voice recognition service that powers the Amazon Echo. The ad ran on 31 networks, appearing 667 times throughout the week.
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