Initiative | Agency Profile, Contacts, AOR, Client Relationships
Service: media specialty
- Main Telephone
- (312) 799-4200
Initiative Contacts
Name | Title | State | ||||||||||||
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Craig R. | Associate Director | IL | ||||||||||||
Sample of Related Brands
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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 |
WinmoEdge
Media Edge: Academy Sports & Outdoors to continue increasing digital spend
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
Current Agency Roster:
- In-House: Media
- : Media agency partner
- : Creative agency partner
Insight Sources: Broadcast insights estimated by .