Service: automotive retail advertising and media spot buying agency
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Jake C. | Director, Digital Operations | AL | ||||||||||||
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Sample of Related Brands
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| Dean H. | Director, Media Buying | AL | ||||||||||||
| Stephanie C. | Account Executive | AL | ||||||||||||
| Emily G. | Senior Account Executive | AL | ||||||||||||
| Robb L. | Associate Media Director - Cadillac USA Planning | AL | ||||||||||||
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:
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Buick under Auto Makers**
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:
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
Current Agency Roster:
Insight Sources: Broadcast insights estimated by Podchaser.