New ad spend up for fourth week in a row, driven by NFL and college games

Who’s on Top? – September 4-10, 2017

Advertising spend for new ads on national TV saw substantial gains during the week of September 4th, reaching $168 million – an increase of 71 percent from the previous week. This is the fourth consecutive week of increasing expenditures, which has primarily been due to the NFL preseason and college football. This week however, the regular NFL season kicked off and football games were the big ticket time slot for marketers, accounting for 35 percent of new ad spending.

Creative Spotlight

As the official soft drink of the NFL, Pepsi is celebrating the new season with a new campaign called "The Fun Doesn't End Zone." National TV spots airing throughout the season are set to be the main marketing focus.

The first commercial for the campaign debuted on September 6th. The spot features actor Rob Corddry who mentions the NFL’s relaxed end zone rules for the 2017-2018 season and Pittsburgh Steelers wide receiver Antonio Brown demonstrating how he plans to celebrate touchdowns this year.


A similar spot aired the following day with San Francisco 49ers offensive tackle Joe Staley showing off his touchdown moves.


Both ads first appeared during college football games leading up to the first game of the regular NFL season and have been seen nationally 271 times thus far, along with an additional 122 local occurrences.

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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