It’s a digital world, even at the bake sale

Who’s on Top? – January 15-21, 2018

Spend on new national TV placements took a dip for the second week in a row during the week ending January 21, 2018. Expenditures for new ads totaled $163 million, a decrease of 13 percent week over week. As the final week of the NFL playoffs before the Super Bowl, airtime during the games came with a hefty price tag. Indeed, despite just two games being played on Sunday, the NFL playoffs were responsible for one third of all new spending for the week, comparable to the previous week when four games drove similar revenues.

Creative Spotlight

Wells Fargo is taking on the likes of Venmo and PayPal in its new commercial that debuted on January 15th. A runner is caught off guard when he stumbles upon a soccer team bake sale. In an attempt to get off the hook from making a purchase, he says forgot his wallet and doesn’t have a payment app. The young, tech-savvy girls running the stand tell him how he can pay them straight from his Wells Fargo banking app with Zelle.


Zelle was launched in 2017 and integrated into Wells Fargo’s app in June of last year. This is the first TV ad from the bank promoting the payment capability of Zelle. Wells Fargo used 80 percent of its overall national TV advertising budget for the week to support this ad.

For details about creative from other top advertisers, visit The Drum

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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