Nexxen | Agency Profile, Contacts, AOR, Client Relationships

• Made by the brand's creative AOR, the campaign rolled out across Amazon Prime, Facebook, Instagram, and TikTok as well as audio placements on Apple, Audible, and Spotify.
• The brand is likely to:
  • Return to heavier digital ad spend
  • Continue including adults in its target demographic rather than solely focusing on kids
  • Seek new agency partners following a recent PR AOR hire
• Target demographic: 
  • Nostalgic Gen-Z and millennials, especially parents
    • This audience often engages well with nostalgia marketing; read more here.
  • This product will also likely become popular among better-for-you (BFY) parents.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: CS hasn't utilized national TV commercials since allocating around $4.7m in 2021.
  • Last year: The brand allocated approximately $4.7m toward this channel in 2021, 32% less than the approximately $6.9m allocated in 2020.
  • 2021 ad programming: CS's 2021 commercials targeted parents watching TV with their kids via shows such as SpongeBob SquarePants, The Loud House, Big City Greens, The Amazing World of Gumball, and Teen Titans Go!.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: CS has spent roughly $23.7k on digital ads, a significant decrease from the roughly $1.5m spent by this point last year.
  • YTD data: Since the beginning of 2022, the brand has earned around 3.1m digital impressions, 100% via Instagram ads.
  • Last year: CS's estimated full-year 2021 spend of $1.6m reached more than double that of $664.3k in 2020.
• Additional channel insights  
  • The brand holds planning conversations in Q3 and buying conversations in Q2.

Additional agency insights:

• Opportunity: CS and its parent company, May 2022.
  • The agency now handles PR for several brands including CS; read more here.
• Current agency roster (CS):
  • Goodby, Silverstein & Partners: Creative AOR
  • Havas Formula: PR AOR
  • : Media AOR
  • : Creative, social, multicultural, and experiential agency partner
  • : Creative agency partner
  • ​​​​​​​: Programmatic agency partner
• View KH's full roster here.

Insight Sources: Broadcast insights estimated by Kantar.