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.
As expected, national TV ad spend fell the week of November 26 as many advertisers tend to slow down following Thanksgiving and Black Friday. The spending decline will likely persist through the rest of the year.
Still, Amazon spent big. The e-commerce giant dolled out $33.7m in ad spend, with 55% of that money going to new creatives. Amazon spent most during NFL games.
Walmart rounded out the top-five with a humble $10.4m in spend on new creative. The company's new corporate promotion echoes the late November lull, as Walmart uses the spot to thank its associates after a busy retail season rather than push any new promotions.
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The commercial is set to Beauty in the World by Macy Gray, and shows off the kindness of Walmart associates across the country. One employee even delivers a baby in-store.
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.