Walt Disney Pictures breaks records and brings back classics

Who’s on Top? – February 26-March 4, 2018

Advertising spend for new ads on national TV reached a total of $133 million during the week of February 26th. This figure excludes advertising during the Oscars telecast. Despite the Winter Olympics coming to a close the week prior, the lack of pricey ad inventory had little effect on new ad spending. Expenditures still saw a small bump of three percent week over week.

Creative Spotlight

Walt Disney Pictures took the number one spot this week for spend on new ads, investing 74 percent of its national TV budget on debuting commercials.

The majority of expenditures ($3.3 million) went into promotion of upcoming flick A Wrinkle In Time. Ads showcased the all-star cast in the movie adaptation of the classic novel.


The remainder of the spend ($1.3 million) was used to tout the success of record-setting Black Panther while also trying to persuade even more moviegoers to the theater to see the film.


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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