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1 0 B R O A D C A S T I N G & C A B L E J U N E 8 , 2 0 1 5 B R O A D C A S T I N G C A B L E . C O M

Who’s Spending What WhereA 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 SPENDERSBrands ranked by the greatest increase in advertising budget,week-over-week. Includes the top three networks receiving themost spend and the percentage of total spending in an industry category driven by the individual brand.*

1. Acura 296% $7.4M - ESPN, TBS, Food Network - 5.9% of automakers’ industry spend

2. Dairy Queen 217% $5.6M - ABC, NBC, ESPN - 7.8% of quick serve industry spend

3. Outback Steakhouse 170% $3.3M - CBS, ABC, NBC - 20.2% of casual serve industry spend

4. KFC 154% $5.6M - Fox, CBS, Cartoon Network - 10.4% of quick serve industry spend

5. Taco Bell 136% $7.1M - ESPN, Fox, MTV - 13.2% of quick serve industry spend

TOP DIGITAL ENGAGEMENTTV advertising, along with estimated spend by each brand over 7 days. Includes networks and shows that generated the best response for the corresponding brand.

1. Supercell 8.0M Digital* $2.0M - ESPN, Cartoon Network, NBC - Top show: NBA basketball

2. KFC 2.2M Digital $5.6M - CBS, Fox, Cartoon Network - Top show: Family Guy

3. Warner Bros. Games 1.0M Digital $3.3M - ESPN, NBC Sports, TNT - Top show: NBA basketball

4. Apple 1.5M Digital $4.1M - Fox, The CW, CBS - Top show: MasterChef

5. Mazda 1.2M Digital $4.2M - ABC, Fox, TBS - Top show: The Big Bang Theory

INDUSTRY REDUX – WIRELESSYear-to-Date:

• $1.2 billion: total spent on national TV advertising by wireless operators

• $542 million: amount spent advertising on the Big Four broadcast networks combined

• 225 original ads aired nationally

• 179,564 total national airings

The NBA playoffs have been an advertising boon. Since the end of the regular season April 15, a total of 466 brands have advertised against playoff games, airing 952 original ads getting more than 10,000 national airings. In total, the playoff series have generated more than $390 million in ad revenue, with TNT scoring the most of that budget, followed by ESPN and ABC.

From an effectiveness standpoint, games on all three networks outperformed in terms of digital activity, with the ads placed against them generating more than 20% share of voice rankings across the board. The brands spending the most on advertising against NBA playoff games were Warner Bros., Samsung Mobile and Sprint, while the brands driving the most digital engagement based on volume of activity were DirecTV, Taco Bell and Kia.

Wireless activity Jan. 1-April 14

*At least $1M in spending week-over-week; for May 25-31. *Digital score includes Facebook, Twitter, YouTube, iSpot.tv and all major search engines within minutes of airing on linear TV; for May 25-31.

SPOTLIGHT - BASKETBALL BOUNCE

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