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Initiative | Agency Profile, Contacts, AOR, Client Relationships




Service: media specialty

Main Telephone
(312) 799-4200
Primary Address
444 North Michigan Avenue
27th Floor
Chicago, IL 60601
USA

Initiative Contacts

Contacts (5/42)
Name Title State
Craig R. Associate Director IL
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (312) 799-4200
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 444 North Michigan Avenue
27th Floor
Chicago, IL
60601
USA

Ann B. Client Lead, Nike - Asia–Pacific & Latin America IL
Heather F. Group Director IL
Ryan S. Director, Digital Partnerships IL
Alexis B. Associate Director, Media IL

Client Relationships


Brand Service From To Media Spend
*** ***** Media Buying, Media Planning *
************* ******, ***. Media Buying, Media Planning *******
****, *** Media Buying, Media Planning *******
*** ****** ******* Media Buying, Media Planning ********

See Winmo sales intelligence in action

WinmoEdge

Media Edge: Academy Sports & Outdoors to continue increasing digital spend


Media Sales Lead: In 's latest earnings call, execs largely credited recent growth to an increase in digital marketing. Academy is launching new everyday value items and increasing its emphasis across all customer touch points and stores online and in advertising. Recently bolstered digital marketing has helped the company increase its customer engagement by improving its overall marketing reach and effectiveness. Academy will continue leaning more heavily on digital and lighten up on traditional broadcast and print.

Key Lead Takeaways: Get in touch soon to secure some of these increasing dollars.

Target Demographics: Athletic men ranging from Gen-Z through Gen-X

Key Spend Notes

  • Spend shift summary: National TV spend has increased greatly, and Academy's digital spend will soon follow suit.
  • Planning period: Q1
  • Buying period: Q4

National Broadcast Analysis & Spend Breakdown:

*Note that iSpot categorizes Academy under Retail Stores: Outdoor & Sporting Goods*

  • 2023 YTD Spend: $380.3k
  • STP 2022 Spend: $166.5k
  • 2022 FY Spend: $1.6m
  • 2021 FY Spend: $1.5m
  • 2020 FY Spend: $1.2m

YTD YOY Spend Increase: 128%

Ad Flight Breakdown (by spend): In 2023, Academy has aired around 101 spots; its top five are "Get Out There: Activewear," "Best Deals: Up to 65% Off," "Guaranteed Best Prices," "Home for All Baseball and Softball Needs," and "Play Your Way."

Top Daypart (by impressions): Primetime (11.7m), Early Fringe (4.5m), and Weekend Afternoon (3.5m)

Top Networks (by spend): SEC Network, Bally Sports Southwest, Bally Sports Southeast, Bally Sports Florida, and Bally Sports Sun

Top Shows (by spend): College Football, College Basketball, NBA Basketball, Women's College Basketball, and Mavericks Insider

Top Industry/Vertical Spenders (YTD, by spend): Dick's Sporting Goods (51%), Bass Pro Shops (38.4%), Camping World (3.1%), Carl's Golfland (2.5%), and Academy (1.6%)


Digital Display & Social Media Spend Analysis & Breakdown:

*Note that Pathmatics categorizes Academy under All Categories*

  • 2023 YTD Spend: $881.4k
  • STP 2022 Spend: $1.7m
  • 2022 FY Spend: $11.7m
  • 2021 FY Spend: $10.9m
  • 2020 FY Spend: $5.4m

YTD YOY Spend Increase: -48%

YTD Ad Flight Breakdown:

  • Q1 2023 Spend (to date): $881.4k
  • Q1 2022 Spend: $2m
  • Q2 2022 Spend: $3.6m
  • Q3 2022 Spend: $2.8m
  • Q4 2022 Spend: $3.4m

YTD Impressions: 108m

Top Ad Types: Facebook (85%) and YouTube (9%)

Top Purchase Channels: Direct (99%)

Top Publishers: Facebook (85%) and YouTube (9%)

Top Industry/Vertical Spenders (YTD, by spend): Amazon.com, Procter & Gamble, Home Box Office, Temu (Whaleco), PepsiCo, Walmart Stores, and Paramount Network (formerly Spike TV)

Top Creative by Spend; see below: (note that not all creatives debuted in 2023).


Other Media Spend Analysis & Breakdown:

Vivvix: OOH, local broadcast, digital, print, radio, and Google Ads

Social Demographics: 18-24 men


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Insight Sources: Broadcast insights estimated by .