Media Sales Lead: VaynerMedia on a series of 15- and 30-second spots. The ads feature the Williams Racing Formula 1 team, which Duracell sponsors. The spots will be supported across TV, cinema, and digital.
Key Lead Takeaways: The new ads signal the company will increase ad spend over the next several months. Get in touch now to see if you can offer ad space.
Target Demographic: Millennials with a male skew
Key Spend Notes:
- Media planning period: Q2
- Media buying period: Q1
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Duracell under Power & Electricity**
- 2023 YTD Spend: $10.1m
- 2022 FY Spend: $35.9m
- 2021 FY Spend: $36.4m
- 2020 FY Spend: $37.2m
Ad Flight Breakdown (by spend): Duracell has aired nine spots in 2023; the top five were "Child-Proofing: Pool Noodles," "Child-Proofing: Remote," "Baby Mobile," "Helps Power Williams Racing," and "Williams Racing: Scream."
Top Daypart (by impressions): Primetime (681.6m), Day Time (334.3m), Early Fringe (303.8m), Weekend Afternoon (242m), and Late Fringe AM (184.6m).
Top Networks (by spend): ABC, Telemundo, NBA TV, FOX, and Univision.
Top Shows (by spend): NBA Basketball, The Bachelor, 9-1-1, SportsCenter, and College Basketball.
Top Industry/Vertical Spenders (by spend): Duracell (30%), Energizer (16%), Bionic Spotlight (13%), Tac Light (9%), and Lizard Flare (8%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Duracell under Household Batteries**
2023 YTD Spend: $2.5m
2022 FY Spend: $16.7m
2021 FY Spend: $7.6m
2020 FY Spend: $7.6m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $178.8k
- Q2 2022 Spend: $2.9m
- Q3 2022 Spend: $7.3m
- Q4 2022 Spend: $6.2m
Impressions: 319.1m
Top Ad Types (by spend): Instagram (36%), Facebook (24%), Twitter (16%), desktop video (17%), and YouTube (8%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com, facebook.com, twitch.tv, twitter.com, and youtube.com.
Top Industry/Vertical Spenders: Energizer Batteries (50%), Duracell (29%), Pale Blue (19%), Rayovac (2%), and Better Battery Co. (.02%)
Top Creative (by spend; see below): Pathmatics reports that 142 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Duracell also invests in radio and local broadcast.
- Top podcasts sponsored: Timecast IRL, Pardon My Take, Pod Meets World, Drama Queens, and The Rewatchables.
Current Agency Roster:
- EssenceMediaCom: media AOR
- Citizen Relations: PR
- KANE: digital
- VaynerMedia: creative
Insight Sources: Broadcast insights estimated by Podchaser.