Domino's Delivers as a Tech Company
Who’s on Top? – October 15-21, 2018
During the week of October 15, advertisers spent $179 million on new national TV commercials, a 44% increase over what they spent on new TV ads the week before, accounting for 15% of the $1.2 billion total spent on all national television commercials during the week.
Domino’s delivered the top effort, with $11.7 million in new ad expenditure for the week, followed closely by Google ($11.2 million). 20th Century Fox ($6.4 million), US Army ($5.8 million) and Ford (also $5.8 million) rounded out the top five.
NFL Football games were the top programs for TV ad revenue, generating $70.3 million during the week. Of that total, NFL games broadcast on Fox accounted for $43.3 million.
For several years now, Domino’s has been the subject of industry articles discussing how the pizza delivery chain has transformed itself into a tech company. The company’s new ad creative this week shows why.
Nearly all (96%) of Domino’s’ TV ad spend was devoted to new spots promoting an old-fashioned practice updated for the digital age: a dinner bell app that rings to let family members know it’s time to come home for dinner. Speaking of pizza, in keeping with the company dropping ‘Pizza’ from its name, the commercial promotes its “mix and match favorites”, including chicken, bread twists, salads and, of course, pizza.
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