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Male Millennial, Gen-X Opps: Nissan launches new campaign
Nissan is promoting the upcoming release of its 2023 Ariya electric crossover with a new campaign that shows a vehicle delivering a bowl of ramen without spilling any of it. Sellers should get in touch soon to secure last-minute ad dollars.
According to iSpot, Nissan has allocated roughly $45.6m toward national TV commercials YTD, 61% more than the roughly $28.3m it had allocated by this point last year. The company ended up allocating roughly $198.3m toward national TV commercials last year, 27% more than the roughly $156.2m it allocated in 2020. Nissan's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NBA Basketball, College Football, College Basketball and Jimmy Kimmel Live.
So far this year, Pathmatics reports the auto brand has spent approximately $16.4m on digital ads, down 28% from the approximately $22.7m it spent within the same 2021 timeframe. Nissan's estimated full-year 2021 spend dropped slightly (2%) to $79m from that of $80.9m in 2020. It has earned around 1.8b digital impressions in 2022 via Facebook (30%), desktop display (26%), Instagram (21%), mobile video (8%), mobile display (6%), mobile video (5%) and Twitter (4%) ads. Top site destinations for this year's desktop display ads have included youtube.com (57%), cargurus.com, cars.com, amazon.com and queerty.com.
Additionally, Magellan shows Nissan has aired more than 1k podcast ads YTD.
Right now, the company is primarily targeting millennials and Gen-X, so sellers able to offer high-ROI strategies among this audience should contact sooner rather than later. Per Kantar data, Nissan also invests in radio, print (magazines) and local broadcast.
Agency & martech readers - I see no glaring signs of imminent reviews right now, but you may be able to secure project-based work down the road. Nissan currently works with creative, digital and social AOR fluent360.