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.
The New Year has brought in a barrel-full of new money. In January's first week, ad spend totaled $1.3bn, up 18% compared to the similar time period last year.
New ad spend also spiked at $322m, a 29% hike year-over-year.
All of the week's top five spenders invested heavily in new ads. Geico led the way with $27.3m in new ad spend, and Wendy's used all of its $10.8m to push new spots. The one constant was the NFL, which remained the top program for new creatives across the board.
H&R Block rounded out the list with $10.7m in new ad spend. With tax season looming, the company launched a slate of new creatives on New Year's Eve to highlight its customer-centric attitude.
<iframe src="https://player.vimeo.com/video/310163439?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
<iframe src="https://player.vimeo.com/video/310163454?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
<iframe src="https://player.vimeo.com/video/310163467?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
All the spots revolve around the central theme of the anxiety of tax preparation as H&R Block looks to reel in customers old and new, whether in-person or online.
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.