Kohl’s and Yoplait Each Devoted Nearly $2.7 Million to Placing New Ads Last Week

Reality and competition shows accounted for about 25% of spending

Yoplait spent $1.74 million on a campaign promoting its new Oui by Yoplait line of French-style yogurt .
Oui by Yoplait

With a new school year on the horizon and several reality and competition shows airing, last week saw a slight increase in the amount advertisers spent to place new ads on national broadcasts. A total of 580 advertisers spent just under $80 million on such placement, according to Kantar Media. That was up from $78 million the week prior and was good for a little over 10 percent of the almost $774 million advertisers spent on national broadcast placement overall.

Reality and competition shows accounted for roughly 25 percent of the spending on new ad placement. For a third consecutive week, advertisers devoted more to placing new ads on NBC’s America’s Got Talent than any other program, spending over $3.5 million, according to Kantar Media.

Kohl’s and Yoplait tied for the top spot, spending nearly $2.7 million on new ad placement for the week.

Kohl’s spent a slightly higher percentage (87 percent) of its overall national broadcast placement budget of around $3.1 million on a back-to-school campaign promoting its Friends and Family sale. It spent $228,000 of that on placement during Fox’s MasterChef, more than any other show. The spending was split between a pair of ads, with around $1.4 million devoted to an ad aimed at elementary school children and $1.3 million on one aimed at teens.

Yoplait’s spending on new ads represented 80 percent of its overall broadcast placement budget of nearly $3.4 million for the week. Of that, the brand devoted $332,000 to placement during ABC’s reality series Bachelor in Paradise. Yoplait spent $1.74 million on a campaign promoting its new Oui by Yoplait line of French-style yogurt and $943,000 on a spot in the “Kids Never Had It So Easy” campaign for its Go-Gurt brand, according to Kantar Media.

Pharmaceutical company GSK spent over $2.3 million on a new ad promoting Flonase, good for around 84 percent of the nearly $2.8 million it spent overall on national broadcast placement. Of that, it devoted $404,000 to placement during America’s Got Talent, more than any other program.

Sleep Number spent just over $2.2 million on placing a new ad promoting the 360 Smart Bed and its “Biggest Sale of the Year,” good for 65 percent of its overall spending on national broadcast. Sleep Number also devoted more spending (a total of $202,000) on placement of new ads to America’s Got Talent than any other show.

Pfizer spent nearly $2.2 million on a new ad for its Eucrisa eczema ointment, although that was only around 15 percent of the more than $14 million it spent on national broadcast placement overall. Of that, it spent $383,000 on placement during Big Brother 19 on CBS, more than any other programming.