Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV.
Overall ad spend on national TV was $902m the week of July 2, a decrease of 10% from the previous week, however expenditures for new commercials were up 12% reaching a total of $145m. World Cup games continue to be the programming of choice for advertiser spending, with brands spending $93m overall and $13m on new ads – more than was spent with any other single program.
Disney began its first big push this week for upcoming film Christopher Robin set to be released on August 3. The studio released a teaser trailer back in March, however this is the first blitz of advertising we have seen for the movie. Disney spent $2m on new TV ads this week to promote the nostalgic, heart-warming film featuring a grown up Christopher Robin rediscovering his inner child thanks to the help of some the most beloved characters of all time: Pooh, Tigger, Eeyore and Piglet.
As the first week of promotion for Christopher Robin, we will likely see even heavier support for the film in the coming weeks. The remainder of Disney’s new ad budget for the week went to Ant-Man & The Wasp ($1.9 million) and Incredibles 2 ($0.7 million).
See all of the new creative submitted from around the world in The Drum's Creative Works section.
This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.