Dell teams up with Spiderman to promote new gaming laptop
Who’s on Top? – June 26 - July 2, 2017
Advertising spend for new national TV creative reached $100 million during the week of June 26th, 13% of total national TV ad spending for the week. Total new creative expenditures came from 585 advertisers, with the top five accounting for 18% of spend.
Close to half of all new creative expenditures ($46 million) were placed during the prime-time hours, with the largest share (28%) allocated in reality and competition shows like The Bachelorette ($2.1 million), Big Brother ($1.1 million) and America’s Got Talent ($1.0 million). However, the single program with the highest concentration of spend was Big Bang Theory with $2.2 million of expenditures.
Dell used the entirety of its national TV budget this week on two new ads promoting its Inspiron 15 7000 Gaming Laptop. The ads feature a young Peter Parker uninterested in what his teacher has to say during class. He is shown playing the video game "Killer Instinct" on his Dell gaming laptop where his classroom is transformed into part of the game.
The new gaming laptop was announced at CES 2017 in January and is set to be featured in the movie "Spider-Man: Homecoming." TV promotion for the computer began on June 26th just before the film’s July 7th premiere.
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