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.
National TV spend ramped up heading into Black Friday weekend. During the week of 19 November, overall spend reached $1.6bn, and spend on new advertising jumped $356m, representing a 42% climb compared to last week. Apple led the spending charge, nearing a $26m price tag.
In a bit of a surprise, none of the top five new advertisers of the week were retailers. This is likely because most top retailers begin their holiday campaigns in early November and don't always release new spots ahead of Thanksgiving weekend.
Top-spender Apple also launched its annual holiday campaign. The 'Share Your Gifts' spot sees a young girl hiding her talent, only to find the world was waiting to be amazed by her ability.
<iframe src="https://player.vimeo.com/video/303384032?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
The commercial first appeared on Thanksgiving Day, and so far Apple has spent $13m airing the spot. Most of the spend has been placed during NFL and college football games.
See all of the new creative submitted from around the world in The Drum's Creative Works section.
If you have creative work to submit, please upload it here.
This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.