Google goes big with new ads for Google Home

Who’s on Top? – September 25-October 1, 2017

Ad spending for new broadcast placements saw a surge last week, increasing 50 percent to reach $135 million. The number of advertisers releasing new spots also increased from 495 to 689 – more than we typically see during a single week.

NFL games have been responsible for big upswings in new ad spending recently, however this week a large portion of these expenditures can also be attributed to the primetime TV schedule being loaded with premieres of new and returning shows for the fall season.

Creative Spotlight

Google unveiled its latest in connected products, the Google Home Mini, on October 4th. Ahead of the release, the company picked up its advertising push for the current version of the original Google Home.

The company spent $6.6 million on two new national ads this week. Expenditures went largely to NFL games ($2.4 million), followed by AMC’s Fear The Walking Dead ($0.6 million). Primetime season premiers also got their fair share of spend including FOX's Star, NBC's This Is Us and ABC’s new series Marvel's Inhumans.

First Air Date: September 25, 2017; Spend: $5.0 million


First Air Date: September 25, 2017; Spend: $1.6 million 


These are the first new commercials Google has released for the product since early July, but with the announcement of the Google Home Mini, there’s no doubt we will begin seeing a new crop of ads from Google pop up soon.

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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