The Bud Knight makes his return ahead of Super Bowl LIII

Who’s on Top? – January 7-13, 2019

Advertisers spent $1.4 billion on national TV during the week ending January 13, up 8% from the previous week. Spend on new advertising however was down 30% week over week, reaching a total of $225 million.

With the Super Bowl just weeks away, 37% of all new TV spend ($83 million) was placed during NFL post-season games. Nearly 60% of that figure came from the week’s top five advertisers for new spend. Together the group invested $49 million on airing new commercials during the NFL playoffs.

 

Creative Spotlight

After making his debut as part of last year’s Bud Light Super Bowl campaign, the Bud Knight is back. Bud Light brought back the blue-armored character for a new campaign which launched this month introducing the addition of an ingredients label to product packaging coming in February.

 

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Given the timing of the campaign, and Anheuser-Busch InBev’s partnership with the NFL, it’s possible we’ll see another appearance of the Bud Knight during this year’s Super Bowl on February 3. AB InBev has confirmed that it will be running a Bud Light ad in this year’s game, along with additional ads for beverages like Budweiser, Stella Artois, Michelob Ultra and Bon & Viv Spiked Seltzer. This year will potentially be the biggest ad buy the brewer has done for a Super Bowl.

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool.  Already an AdScope customer? Log in now and see what your competitors are up to.



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