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Gen-X, Millennial Opps: iRobot launches new Roomba campaign

Erich & Kallman, "Situation Roomba" utilizes creative storytelling to promote the new iRobot OS's thoughtful intelligence. Sellers should contact soon to secure last-minute ad dollars.

So far this year, iSpot reports iRobot has allocated roughly $4.4m toward national TV commercials, down 15% from the roughly $5.2m allocated by this point last year. The company ended up allocating roughly $10.5m toward this channel last year, less than a third of the roughly $22.3m allocated in 2020. IRobot's 2022 commercials have targeted Gen-X watching shows such as The 64^th Annual Grammy Awards, Diners, Drive-Ins and Dives, Two and a Half Men, Friends and Family Guy.

According to Pathmatics, the company has spent approximately $4.2m on digital ads YTD, down 34% from the approximately $6.4m spent within the same 2021 timeframe. In 2021, iRobot's estimated full-year spend jumped 17% to $20.7m from that of $17.7m in 2020. Since the beginning of 2022, the company has earned ~527.7m digital impressions via Facebook (58), Instagram (28%), Twitter  (11%), desktop video (3%) and desktop display (1%) ads.

Now that iRobot is advertising the Roomba more, we'll probably start seeing higher spend. The company primarily targets millennials and Gen-X via TV and Facebook ads. Per Kantar data, iRobot also invests in OOH and local broadcast.

Agency & martech readers - Get in touch to see if you can secure last-minute ad dollars. We are working hard to determine whether the company is working with Erich & Kallman on a project-by-project or AOR basis; if the agency is iRobot's new AOR, we may see additional agency reviews. Winmo states the company works with PR AOR CinemaStreet (creative).