A Google Home for the holidays

Who’s on Top? – November 27-December 3, 2017

Advertising expenditures for new creative on national TV reached $155 million during the week of November 27, falling 10 percent compared to the previous week. This decline doesn’t come as a surprise, as ad spending typically tends to dip the week following Black Friday. NFL games continue to account for the largest portion of expenditures, responsible for a quarter of all new spend this week.

Creative Spotlight

With the holidays in full swing, Google is promoting its Google Home device with help from some NBC celebrities. The advertiser partnered with NBC to release a one minute, star-studded spot featuring Eric McCormack (Will & Grace), Jennifer Hudson (The Voice), Nicole Richie & John Michael Higgins (Great News) and Jesse Spencer & Taylor Kinney (Chicago Fire), all of whom use the Google Home for assistance with controlling holiday decorations and answering holiday related questions. The commercial concludes with the announcer saying “Light up the holidays like only Google can.”

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The ad is part of NBC’s Holiday Spectacular and was released on November 28. To date, it has aired only five times with ad expenditures nearing $3 million. The remainder of Google’s national TV budget for the week was divided among general promotion of Google Home Mini ($1.3 million), Google Chromebook ($0.8 million) and Google Pixelbook ($0.7 million).

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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