Orci | Agency Profile, Contacts, AOR, Client Relationships
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|Marina F.||Chief Executive Officer||CA|
Sample of Related Brands
|Andrew O.||Chief Executive Officer & President||CA|
|Hector O.||Owner & Chairman||CA|
|Allen P.||Senior Vice President & Director, Creative & Production||CA|
|Juan Jose Q.||Executive Creative Director & Senior Vice President||CA|
Male Millennial Media Opps: Honda Accord increasing spend to combat recent struggles
The struggles of the car industry have officially hit Accord's sales have been declining since 2015, though there was a slight increase in February.
While the decreases are by no means limited to the Accord (check out the sales for the Toyota Camry and Nissan Altima here)... I think you get the picture.
Basically, it sounds as if the Accord will get a marketing reboot in the future. At the very least, marketing spend should increase to make sure the car stays top-of-mind amid its competition. And, that means there will be extra revenue for you to secure, sellers. Spend tends to be highest in the back half of the year (H2), and the Accord's demographic is primarily male millennials.
iSpot does not track the accord separately from Honda, but I went ahead and pulled all of the spots released in 2017 and 2018 to give you an idea. The numbers may be a bit rough, but year-to-date (YTD) spend is $87.7 million and 2017 spend was $61.3 million. Top shows were things like "NFL Football," "College Football," "Playstation Fiesta Bowl," "Capital One Orange Bowl," "NBA Basketball" and "NHL Hockey."
Pathmatics, which does track the Accord as a separate entity, reports a YTD digital spend of $4.3 million. Full 2017 spend was $5.3 million. Ads were primarily placed direct, and top ad destinations include kbb.com, msn.com, espn.com, motortrend.com and cars.com.
Winmo lists Orci as multicultural AOR.