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DataMine BROADCASTINGCABLE.COM DECEMBER 14, 2015 BROADCASTING & CABLE 31 Who’s Spending What Where A weekly snapshot of the advertisers that spent the most money, the ads that engaged the most viewers and the shows that delivered the best results, with a spotlight on the hottest trends in advanced advertising. BIG SPENDERS Brands ranked by the greatest increase in advertising budget week over week.* Includes top three networks receiving the most spend and the percentage of advertising budget a brand occupies in its industry. 1. Wendy’s 240% $6.7M - CBS, Fox, ESPN - 11% of Restaurants: Quick Serve industry spend 2. Best Buy 233% $4.1M - NBC, Fox, CBS - 82% of Retail Stores: Electronics & Appliances industry spend 3. Lyrica 175% $3.2M - CBS, ABC, NBC - 31% of Pharmaceutical & Medical: Diabetes industry spend 4. Lexus 142% $8.8M - CBS, Fox, NBC - 8% of Vehicles: Auto Makers industry spend 5. Olive Garden 136% $3.1M - NBC, TNT, Bravo - 18% of Restaurants: Casual Dining industry spend TOP DIGITAL ENGAGEMENT Brands generating the most digital engagement explicitly linked to linear TV advertising, along with estimated spend by each brand over seven days. Includes networks and shows that generated the best response for the corresponding brand. 1. Apple 4.7M Digital $9.5M - NBC, CBS, ABC - Top show: The Wiz Live! 2. Target 3.1M Digital $8.3M - ABC, Fox, NBC - Top show: Good Morning America 3. Twitter 2.4M Digital $3.2M - NBC, Comedy Central, Cartoon Network - Top show: South Park 4. Ubisoft 1.1M Digital $2.6M - Cartoon Network, Comedy Central, AMC - Top show: Into the Badlands 5. Honda 756K Digital $3.0M - CBS, ESPN2, AMC - Top show: First Take INDUSTRY BREAKDOWN - MOVIES Year to Date: • $2.16 billion: Total spent on national TV advertising from Jan 1. through Dec. 6. • Top five networks getting ad dollars: NBC, Fox, ABC, CBS and MTV • Shows getting the most ad dollars (other than football and basketball games): The Big Bang Theory, SportsCenter • 482,809 total national airings While Disney-owned TV networks have been clever about integrating Star Wars plugs into and across their programming, the cross-promotions haven’t stopped there. In addition to the estimated $17 million Disney’s Lucasfilm spent placing 11 versions of ads for Star Wars: Episode VII—The Force Awakens on TV through the first week of December, the studio is setting a new high-water mark for cobranded TV advertising. The Force Awakens is currently being featured across 35 unique ads from 16 different brands, accounting for an additional $41 million in TV ad spending. Brands using The Force include Duracell, General Mills, Campbell’s, Verizon, Kraft, Jeep and CoverGirl. Jan. 1–Dec. 6 *At least $1 million in spending week over week; for Nov. 30–Dec. 6. *Digital score includes Facebook, Twitter, YouTube, iSpot.tv and all major search engines within minutes of airing on linear TV; for Nov. 30–Dec. 6. SPOTLIGHT - STAR WARS AD METER Data provided by 1201_DataMine.indd 30 12/10/15 11:41 AM
