Luxury advertisers win big at the U.S. Open Golf Championship

Who’s on Top? – June 12 - 18, 2017

Advertising spend for new national TV creative reached $97 million during the week of June 12th, a slight dip from the previous week. Expenditures for new commercials were overwhelmingly placed during the 2017 US Open Golf Championship. Indeed, advertisers spent $35 million on new ads during the tournament – or 36% of overall new creative expenditures for the week.

The top ranking advertisers for the week were made up of the four official partners of the United States Golf Association, and the USGA itself – not the typical advertisers we normally see in the top five. However, it’s not surprising that luxury advertisers like Rolex and Lexus want to get noticed during the tournament – according to our TGI data, U.S. adults that watch golf on TV are 39% more likely to signal quality of a brand as a main determinant of their purchasing behaviors.

Creative Spotlight

As a partner of the USGA since 2006, American Express was the biggest spender for new creative during the U.S. Open Golf Championship, spending $5.6 million to air three new ads. Two of the ads were for its Business Platinum card, totaling $3.4 million of expenditures. The remainder of the budget, $2.2 million, was used for promotion of Open – a credit card designed for smaller businesses.



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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