Busch races into Daytona 500 with new promotion
Who’s on Top? – February 11-17, 2019
National TV ad spend reached $1 billion during the week of February 11, including $121 million on new advertising. Investments slipped week over week, with overall spend falling by 9% and new seeing an even bigger dip of 38%. The 2019 Daytona 500 reaped the biggest reward this week compared to other programs, generating $13 million in new ad revenue and $51 million of overall expenditures.
As the official beer of NASCAR, Busch is taking a different approach to recycling by turning a race car into beer cans as part of its celebration of 40 years at the Daytona 500. In it’s new ad released during the event on February 17, the brewer showcased how it’s using materials from Kevin Harvick’s 2018 historic season race car to produce 40 collector’s edition Busch cans.
Busch spent $2.4 million on three national placements of this commercial, with all airings occurring during the 2019 Daytona 500.
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