The sweet smell of holiday advertising
Who’s on Top? – December 11-17, 2017
Not all consumers do their holiday shopping during Black Friday weekend, and with December 25 getting closer, advertisers are making a bid for those who left their gift buying for the eleventh hour. Indeed, ad spend for new national broadcast placements during the week of December 11 increased 8.4 percent compared to the week prior, reaching a total of $116 million.
Fragrances can be a popular gift for the holidays, and as such the category has seen large increases in national TV expenditures leading into the holidays. In the three months ending December 17, the category spent $75 million on national TV ads – 59 percent of this was from just the last two weeks of the measured period. Christian Dior was the category leader overall for the three months, with the luxury brand accounting for one third of total spend.
For the week of December 11, Dior continued to rank number one for the category accounting for 56 percent of expenditures ($9 million). The brand spent almost half of its total national TV budget for the week on one new ad for its men’s fragrance, Dior Sauvage. The commercial features Johnny Depp as he escapes the city looking for magic. The spot debuted on December 11 and to date has aired 316 times on national TV. More than half of national TV spend for the ad has been placed during NFL football games.
For details about creative from other top advertisers, visit The Drum
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