Advertisers win at the Oscars

Who’s on Top? – February 18-24, 2019

From February 18-24 national TV ad spend remained flat from the previous week, with advertisers spending a total of $1 billion. New commercials were responsible for $188 million of expenditures, an increase of 55% week over week. As the most expensive awards show on television, the 91st Annual Academy Awards were responsible for 45% of all new ad spend for the week.

Creative Spotlight

The top five advertisers for new commercials during the week all went big during the Academy Awards ceremony. Ads came from a mix of luxury brands, discount retailers and telecom giants.

Cadillac debuted its Keep Rising campaign with multiple spots featuring different vehicles. The campaign marks the first time all the vehicles in Cadillac's crossover/SUV lineup have appeared together in an ad.


Walmart released a series of ads during the ceremony showcasing how the retail giant styles the stars behind the scenes in Walmart fashion.


Commercials from Rolex featured letters to future filmmakers from Oscar-winning directors including James Cameron, Martin Scorsese, Kathryn Bigelow, and Alejandro G. Iñárritu.


Verizon released a series of commercials telling stories of how different customers rely on the network for important moments in their lives.


Samsung showcased the potential of its technology with a look at how what the company creates today will let you create the future.


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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