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Gen-X, Millennial Male Media Opps: Jaguar launches campaign for the I-Pace electric SUV (Score 49)

April. 

Per Pathmatics, Jaguar earned 138m impressions through desktop video ads (40%), desktop display ads (30%), Twitter ads (19%), Facebook ads (7%) and mobile display ads (4%). It placed the majority of these ads site direct (89%) onto sites such as twitter.com, cars.com, hulu.com, cnn.com and facebook.com. It placed the remainder indirectly through Google AdX + AdSense onto sites such as cnn.com, yahoo.com, cars.com, hulu.com and money.com. It spent around $1.6m on digital display ads over the last 365 days, a slight 12% decrease from $1.8m spent in this channel over the 365 days prior. 

According to iSpot, Jaguar spent around $13.7m on national TV ads YTD, less than half (42%) of the $32.4m it spent during the same time period of 2019. Full-year spend equaled $49m in 2019 and $64.8m in 2018. This year, it placed ads during programming such as "Forensic Files," "The Situation Room with With Wolf Blitzer," "Morning Joe," "Morning Express With Robin Meade" and "America's Newsroom." 

Sellers-- Jaguar targets an affluent Gen-X and millennial audience with a slight male skew. It reaches these demographics primarily through digital display and national TV ads. Jaguar's advertising spend was declining before coronavirus, but like many brands, the decline accelerated after the outbreak. Jaguar also invests in OOH and print ads, per Kantar. Sellers should reach out offering relevant ad space. Reach out soon to secure possible last-minute campaign ad dollars. 

Agency & martech readers-- To the best of our knowledge, Jaguar currently works with media buying and planning AOR Spark44. Please click here to view parent company Jaguar Land Rover's full roster. Keep reaching out to Jaguar Land Rover to be top-of-mind once it finds a new CMO.