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28 BROADCASTING & CABLE JANUARY 18, 2016 BROADCASTINGCABLE.COM DataMine 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. STX Entertainment (The Boy, Free State of Jones) 288% $5.2M - ABC, Fox, ESPN - 7% of Life & Entertainment: Movies industry spend 2. Coors 206% $4.4M - ABC, CBS, ESPN - 22% of Food & Beverage: Beer industry spend 3. Pizza Hut 172% $7.9M - Fox, ABC, ESPN - 32% of Restaurants: Pizza industry spend 4. Cialis 152% $2.7M - CBS, TNT, NBC - 71% of Medical/Rx: Men’s & Women’s Health industry spend 5. Trivago 133% $2.8M - ABC, CBS, Univision - 52% of Travel: Websites 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. Supercell 9.9M Digital $3.3M - ESPN, Comedy Central, ABC - Top show: NFL Football 2. Honda 2.4M Digital $10.4M - CBS, NBC, Fox - Top show: NFL Football 3. Geico 258K Digital $18.9M - NBC, Fox, CBS - Top show: NFL Football 4. Amazon 121K Digital $5.0M - NBC, Fox, CBS - Top show: NFL Football 5. Burger King 33K Digital $7.4M - ABC, Comedy Central, Fox - Top show: Bachelor Live INDUSTRY BREAKDOWN - HEALTH & BEAUTY: WEIGHT LOSS • $209.1 million: estimated media value of category’s national TV advertising in 2015 • Top five networks getting the most ad dollars: NBC, Univision, Fox, CBS and ABC • Shows getting the most ad dollars (other than sports programming): American Idol, Hasta el Fin del Mundo (Mexican telenovela broadcast in the U.S. by Univision through its series finale in May) and Law & Order: SVU. ABC’s Galavant, back this month for its second season, hits the sweet spot for viewers who love musicals and fairy tales, but what sort of marketers are fond of the oddball comedy? Judging by sponsor backing of the first three episodes of 2016: automakers, wireless carriers and insurance companies, in that order. Chevrolet and Mazda are the car brands giving Galavant the most ad dollars. Sprint leads among wireless carriers, followed by Cricket Wireless, Straight Talk Wireless and AT&T. And Progressive is first among insurance companies, with Liberty Mutual and State Farm also in the mix. Jan. 1-Dec. 31, 2015 *At least $1 million in spending week over week; for Jan. 4–Jan. 10. *Digital score includes Facebook, Twitter, YouTube, iSpot.tv and all major search engines within minutes of airing on linear TV; for Jan. 4–Jan. 10. Data provided by SPOTLIGHT - GALAVANT 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. AD METER ABC/Angus Younga 0103_DataMine.indd 1 1/14/16 11:13 AM
