Anthony Baradat & Associates | Agency Profile, Contacts, AOR, Client Relationships

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Male Gen-X, Millennial & B2B Opps: Caterpillar sponsors NHL

National Hockey League (NHL). The multi-year deal will start at the beginning of the 2022-23 NHL regular season. The NHL will provide Caterpillar with TV-visible signage and arena branding at events such as All-Star Weekend, NHL Stadium Series and the NHL Winter Classic. Caterpillar will also promote hockey in local communities through its dealer network. Caterpillar's DMs hope this partnership will help it improve brand visibility and engage with customers more effectively. 

According to Pathmatics, Caterpillar earned 98m impressions YTD through Facebook ads (33%), desktop display ads (32%), mobile display ads (17%), Instagram ads (16%) and desktop video ads (1%). It placed the majority (89%) of these ads directly onto sites such as facebook.com, instagram.com, accuweather.com, weather.com and kohls.com. It placed the remainder (11%) through multiple indirect channels onto sites such as kohls.com, thehulltruth.com, pch.com, weather.com and ebay.com. It spent approximately $731.8k on digital display ads YTD, a 19% increase from $616k spent in this channel during the same time period of 2021. Full-year spend increased by 66% from $781.4k in 2020 to $1.3m in 2021. 

Per iSpot, Caterpillar spent around $13.4k on national TV ads YTD, compared to just $2.2k spent in this channel during the same time period of 2021. Full-year spend increased slightly (8%) from $25.3k in 2020 to $27.4k in 2021. This year, it placed ads during programming such as Motorcycle Racing, Fishing, Reel Animals, Bassmaster Elite Series and Market Day Report. 

Sellers-- Caterpillar targets both consumers and construction companies. On the consumer side, Caterpillar primarily targets Gen-X and millennial men. The company allocates the majority of its budget toward digital display ads and it has been increasing digital spend over the last two years. It airs national TV ads from time to time, but it does not spend much on that channel. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should get in touch to offer ad space. 

Agency & martech readers-- To the best of my knowledge, Caterpillar splits creative between Anthony Baradat & Associates taking care of multicultural. You will likely have the best chance of securing project-based work at this time.