Continental Tires spent almost seven times more than November’s second-biggest spender, Firestone, according to TV data company Alphonso.
Continental spent $10,054,741 total for the month, with $9,830,167 toward 23 airings of “Inspire the Team,” according to Alphonso. Firestone was the second biggest spender, allocating $1,458,471, of which $1,206,414 paid for 821 airings of “Treat Them Like Family” and $251,203 paid for 345 airings of “No Shortcuts in Life.”
Goodyear was in third place for spending with $1,337,993 for the month, with $1,227,700 going toward 125 airings of “Be Blimpworthy” and $69,250 paid for four airings of “Make a Name.”
"While Firestone and Goodyear had solid showings in November, their efforts were largely overshadowed by a huge Black Friday push by Continental,” TS Kelly, senior vice president of Alphonso, tells Marketing Daily.
“Specifically, the Continental Tires spot featuring Dan Patrick was a common fixture on Fox’s College Basketball programming throughout the afternoon and evening. Clearly, Continental believes that new tires need to be on the minds of those who need to travel to Grandma's house for the holidays.”
Rounding out the list was Michelin in fourth place, spending $489,374, of which $424.541 was spent on 1,276 airings of “Around the World.” Michelin also ran a joint ad with Walmart on ESPNews. Cooper Tire and Rubber Co. was in fifth spending $305,970, of which $295,738 paid for 273 airings of “Count on Cooper.”
General Tire was in sixth place, spending $211,740; Bridgestone was in seventh, spending $171,834, of which $69,863 paid for 24 airings of a spot featuring DriveGuard tires; Hankook Tire was in eighth place, spending $26,130 for spots including “Driving Emotion,” which ran on the MLB Network and Destination America channel, and Toyo Tires was in ninth, spending $7,142.