Opdivo, a medication used to treat lung cancer, gained the most visibility of any commercial that aired during the Kentucky Derby on NBC, according to an SBJ/SBD analysis of data from real-time TV ad attention analytics company iSpot.tv. The ad for the Bristol-Myers Squibb product netted $1.68M in exposure in U.S. households across national linear (live and time-shifted), VOD, OTT and local TV. Overall, 44 brands aired 75 unique ads during NBC's telecast that began at 4:00pm ET, for a total of 119 individual spots. Included in those totals are 24 ads touting programming on Golf Channel, NBC and NBCSN, as well as Universal Studios, all of which are owned by NBCUniversal. Non-NBCU brands spent an estimated $23.35M in ad buys.
|
TOP ADS DURING KENTUCKY DERBY IN TERMS OF TV VALUE
|
|
BRAND
|
SPOT
|
SPOTS*
|
ESTIMATED SPEND
|
|
Opdivo
|
"Most Prescribed
Immunotherapy"
|
2
(90 seconds each)
|
$1,682,373
|
|
Woodford Reserve**
|
"Bottle Run"
|
5
|
$1,226,750
|
|
Longines**
|
"Horse Racing"
(featuring Maxime Guyon)
|
4
|
$1,051,491
|
|
Twin Spires**
|
"2017 Kentucky Derby Betting"
|
4
|
$981,400
|
|
Volkswagen
|
'18 VW Atlas (featuring
"America" by Simon & Garfunkel)
|
2
(1 minute each)
|
$981,400
|
|
TOP TV SPENDERS DURING KENTUCKY DERBY TELECASTS
|
|
BRAND (UNIQUE ADS)
|
SPOTS*
|
ESTIMATED SPEND
|
|
Ram Trucks (4)**
|
8
|
$2,032,891
|
|
Opdivo (1)
|
2 (90 seconds each)
|
$1,682,373
|
|
Mercedes-Benz (3)
|
6
|
$1,472,100
|
|
Geico (4)
|
6
|
$1,472,100
|
|
Woodford Reserve (1)**
|
5
|
$1,226,750
|
NOTES: * = Spots were 30 seconds unless noted. ** = Race sponsor.
