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Male Millennial, Gen-X Opps: Sleep Number's FY 2021 spend increased YOY

Sleep Number (SN)'s digital display and national TV spend have increased steadily the past couple of years, and 2021 was no different. Spend will likely continue climbing, so I suggest sellers contact soon to secure ad space for 2022.

In 2021, iSpot reports SN spent approximately $111.3m on national TV commercials, up % from the approximately $85.2m it spent in 2020. Last year's commercials targeted a male-skewed audience watching programs such as NFL Football, The Andy Griffith Show, America Says, College Football and Two and a Half Men.

According to Pathmatics, the company ended up allocating roughly $29.4m toward digital ads last year, up % from the roughly $19.7m it allocated in 2020. In 2021, SN earned around 3.5b digital impressions via desktop video (36%), Facebook (31%), desktop display (15%), Instagram (13%), mobile video (2%) and mobile display (2%) ads. Most of last year's desktop video ads were placed site direct onto destinations such as youtube.com (70%), hulu.com, cnn.com, sports.yahoo.com and yahoo.com.

Additionally, Magellan shows SN aired more than 1.4k podcasts within the past 12 months.

Again, I doubt digital and TV spend will slow down anytime soon. The company primarily targets millennials and Gen-X with a male skew, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. Per Kantar data, SN also invests in OOH, print (local and national magazines), radio and local broadcast.

Agency & martech readers - I see no major signs of agency reviews, but you may have a shot at securing project-based work at some point. To the best of our knowledge, SN's roster includes media AOR Tunheim Partners.