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  Apple is in the limelight for new advertising
  
  Who’s on Top? – September 18-24, 2017
  
  New ads accounted for 10 percent of national TV ad spending during the week of September 18. Expenditures for new creative totaled $90 million from 495 advertisers. Spend allocated towards NFL games accounted for 28 percent of all new advertising revenue this week, an increase of six percentage points over the previous week.
  
  Creative Spotlight
  
  With the release of the new iPhone 8 on September 22, Apple went all in on one individual new ad this week, spending over $5 million to promote the latest edition of the smartphone. There are however two different versions of the commercial respectively ending with tags showing the AT&T logo ($5.0 million) and the T-Mobile logo ($0.2 million).
  
  The ad first appeared on September 23 during a college football game on ABC and to date has aired nationally 73 times and locally 19 times. The majority of spend ($3.1 million) has been placed during NFL games. Only the AT&T branded version has aired during football games. The T-Mobile version has been split among just three programs – The Last Ship, Big Bang Theory and Seinfeld.
  
  VimeoId-235573639
  
  AT&T also leveraged the iPhone 8 release as a way to pump up sales with their one new commercial this week. Similar to Apple, AT&T invested heavily on NFL programming, spending nearly half of their weekly budget ($1.7 million) purchasing spots during games. Overall, the ad has aired 47 times nationally, with only seven of those spots occurring during professional football. There have also been 739 instances of the ad appearing on a local level.
  
  VimeoId-235573660
  
  This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.