TV Ad Spend Weekly: Allstate lends a hand for Hurricane Florence relief for NFL Sunday
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.
Allstate applauds the resilience of the Hurricane Florence-ravaged Carolinas in its latest spot / Kantar Media
NFL games are continuing to drive advertising spend for broadcast networks, accounting for 22% ($238m) of overall national TV ad spending during the week of September 17, including $63m of new advertising. Overall, national TV expenditures totaled $1bn, including $184m for new commercials. The top advertisers for the week all invested heavily in placing spots during NFL games.
In the wake of Hurricane Florence hitting the Carolina coast in mid-September, Allstate reminded those affected by the storm that they are here to help through the telling of the story of the oldest living thing east of the Mississippi, the Angel Oak tree on Johns Island, South Carolina.
The Angel Oak remains standing despite weathering countless storms and stands for the resilience within us all. Allstate says it's humbled by the courage shown by the Carolinas and offers a helping hand in partnership with the American Red Cross.
The commercials first appeared on September 19, five days after Florence made landfall. So far, the commercial has run nationally 174 times, with the majority of spend ($7m) placed during NFL games.
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This data is part of ongoing reporting released on a weekly basis with Kantar Media using its AdScope tool.