Media Edge: Buick continues "See Her Greatness" campaign
Media Sales Lead: Leo Burnett on the push.
Key Lead Takeaways: Reach out now to offer last-minute campaign ad space.
Target Demographic: Gen-X & millennials with a female skew
Key Spend Notes:
- Planning period: Q2
- Buying period: Q1
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Buick under Auto Makers**
- 2023 YTD Spend: $2m
- 2022 FY Spend: $53.5m
- 2021 FY Spend: $66.6m
- 2020 FY Spend: $30.4m
Ad Flight Breakdown (by spend): Buick aired 11 spots in 2023; the top five were "Quadruple Take," "So You," "So You: Wireless," "At the Heart of Every Buick," and "Holidays: More Gifts Inside."
Top Daypart (by impressions): Weekend Afternoon (89.6m), Early Fringe (66.5m), Day Time (40.3m), Primetime (40.3m), and Weekend Day (33.9m).
Top Networks (by spend): CBS, Fox News, Hallmark, AMC, and ESPN.
Top Shows (by spend): College Basketball, Women's College Basketball, The Big Bang Theory, Family Feud, and Gutfeld!.
Top Industry/Vertical Spenders (by spend): Chevrolet (10%), Ram Trucks (9%), Hyundai (8%), Toyota (7%), and GMC (7%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Buick under Auto**
2023 YTD Spend: $1.2m
2022 FY Spend: $5.6m
2021 FY Spend: $16.2m
2029 FY Spend: $10.9m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $870k
- Q2 2022 Spend: $1.1m
- Q3 2022 Spend: $1.9m
- Q4 2022 Spend: $1.7m
Impressions: 186.4m
Top Ad Types (by spend): Desktop display (49%), YouTube (35%), mobile display (8%), Facebook (4%), and desktop video (3%).
Top Purchase Channels: Direct (75%), Unknown (9%), Quantcast (8%), Display & Video 360 (6%), AppNexus (<1%), and Yahoo DSP (<1%).
Top Publishers: youtube.com, yahoo.com, cargurus.com, facebook.com, and autotrader.com.
Top Industry/Vertical Spenders: Nissan (4%), Toyota (4%), Honda (4%), Hyundai (3%), and Mazda (3%).
Top Creative (by spend; see below): Pathmatics reports that 211 creatives ran during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Buick also invests in radio and local broadcast.
- Top podcasts sponsored: Skimm This.
Current Agency Roster:
Insight Sources: Broadcast insights estimated by Podchaser.