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Millennial, Gen-X Opps: CSAA teams up with Rick Astley in new campaign

Deloitte Digital made the campaign.

Per AAA, has spent approximately $4.2m on national TV commercials YTD, up 27% from the approximately $3.3m spent within the same 2021 timeframe. The company spent ~$4.4m on this channel last year, almost double the ~$2.4m spent in 2020. AAA's 2022 commercials have targeted Gen-X watching shows such as Dr. Phil, The Young and the Restless, The Drew Barrymore Show, Daily Blast Live and Family Feud.

So far this year, Pathmatics reports the company has allocated roughly $28.6m toward digital ads, up 12% from the roughly $25.5m allocated by this point last year. In 2021, AAA's estimated full-year spend jumped 21% to $37.6m from that of $31m in 2020. AAA has earned around 3.7b digital impressions YTD via Facebook (53%), Instagram (16%), desktop display (15%), desktop video (13%) and mobile display (3%) ads.

Sellers should contact sooner rather than later to secure some of these increasing ad dollars since spend shows no sign of slowing down anytime soon. CSAA and AAA primarily target millennials and Gen-X. Per Kantar data, AAA also utilizes print (newspapers), OOH, radio and local broadcast.

Agency & martech readers - CSAA does not seem to have agency partners for PR and/or media, so get in touch soon to offer these duties. In the past, AAA has worked with Pace Communications on digital.