Friday, 9 June 2017

3 Automotive Brands Dominated Spending on New Creative Last Week

Need a new car this summer?

Three automotive brands populated Kantar Media’s list of last week’s top spenders on national broadcast placement for new campaigns. Spending on new creative increased last week, with 594 advertisers devoting around $95 million on placement for new campaigns, an increase of nearly a third over the previous week’s total of roughly $72 million, although well short of the $122 million mark set the week before that. Of that, advertisers devoted nearly $8.7 million on placement during the first two games of the NBA Finals between the Golden State Warriors and the Cleveland Cavaliers last week.

Total spending on broadcast placement was down, however, with advertisers spending around $746 million last week, compared to $828 million the week prior.

While three automotive brands made Kantar Media’s list, Toyota lapped the competition, spending some $9 million on broadcast placement, 81 percent of its $11.1 million budget, for a pair of spots promoting its 2018 CH-R cross-over vehicle. Of that, $5.3 million was dedicated to prime-time programming, spread out between a variety of shows including Mom and Life in Pieces. Lethal Weapon received $400,000, which was the most spending on new creative of any show.

The ads feature the 2018 CH-R, not a fantasy prince, saving modern-day depictions of Cinderella and Rapunzel. Both spots made their debut on May 29, running in both English and Spanish. As of the compiling of Kantar Media’s report, the “Cinderella” spot had run a total of 1,142 times with an expenditure of $5.6 million, while “Rapunzel” had run 1,216 times for a total expenditure of $3.5 million.

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