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Gen-Z Media Opps: Dick's Sporting Good's spend spikes under new CEO (Score 46)
Goods is planning to "go big" in its back-to-school (BTS) advertising. According to execs in its most recent earnings call, the company has a "great" marketing campaign and product launch plans.
Right now, Dick's is largely working on strengthening its brands with increased marketing spend, so investment behind this upcoming BTS effort will likely be high. The company's data science is driving more personalized marketing and athlete engagement, which resulted in strong retention of the 8.5m new athletes that Dick's acquired last year. Within the past quarter, the company acquired around 2m new athletes.
According to iSpot, Dick's has spent approximately $8.1m on national TV commercials YTD, almost double the approximately $4.3m it had spent by this point last year. The retailer ended up spending approximately $60.5m on this channel last year, up 52% from the approximately $46.3m it spent in 2019. Dick's commercials of 2021 have targeted sports enthusiasts viewing shows such as College Basketball, PGA Tour Golf, Today, Good Morning America and SportsCenter.
So far this year, Pathmatics reports this company has allocated roughly $21.7m toward digital ads, almost double the roughly $11.5m it allocated within the same 2020 timeframe. Dick's estimated full-year 2020 spend rose by 33% to $38.3m from that of $28.8m in 2019. The retailer has earned around 3bn digital impressions YTD via Instagram (41%), Facebook (35%), desktop video (15%), desktop display (8%) and mobile display (1%) ads.
Dick's has historically targeted men, but most of the new athletes I mentioned Dick's has attracted skew female. Since they are also mostly younger and since the company is investing so much in paid social, sellers able to offer high-ROI strategies among Gen-Z will have the upper hand here. To reach Gen-Z, Dick's may also advertise via OTT and/or podcast. Per Kantar data, the company also invests heavily in OOH, print, radio and local broadcast.
Agency & martech readers - Relatively new CEO Lauren Hobart doesn't seem to have shifted Dick's roster around since starting late Fuse.