NFL kicks off the season with a win
Who's on Top? 9/5-9/11
Advertiser spend on new creatives airing on national television saw big gains the week of September 5th reaching $182 million, an increase of 52 percent from the previous week. This surge can be attributed to the kick-off of football season. Over $78 million of ad expenditures for new creatives were allocated to NFL games throughout the week, including $10 million from Verizon, the top spender during the time period measured.
Verizon had the highest spend on a single creative for the third week in a row, investing $9.7 million on a new spot continuing to promote its “next gen network”. However, all eyes were on the NFL this week as the regular season was getting set to begin.
The NFL debuted 12 new national creatives this week, which were broken down into three creative themes: Fantasy Football, Football Is Family and Gamepass Free Trial. The 12 spots aired 133 times total, with only 17 occurrences happening during NFL games and an additional two occurrences during pre-game programming. The Fantasy Football creatives aired far more frequently than the others.
All of the Fantasy Football creatives had the same messaging – what would friends talk about without NFL.com fantasy football? The spot with the most spend ($1.6 million) features two friends driving in a car chatting about their fantasy football teams. The conversation quickly sours and becomes mundane small talk with the copy on the screen reading “Friends don’t small talk. Friends talk fantasy.”
Another ad in heavy rotation featured NFL players Randall Cobb, Eddie Lacy, Victor Cruz and Odell Beckham Jr. talking about their fantasy teams. Antonio Brown is also featured the spot. Sitting in an airport, a stranger tells him “we crushed it last week” referring to the fact that Brown is one of his fantasy players. The ad wraps up with Brown stuck in a dull conversation with the stranger and the same copy of friends don’t small talk. $927k was spend on placing this ad throughout the week.
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