Insight Sources: Broadcast insights estimated by Kantar.
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Hawkins International Public Relations | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
- Main Telephone
- (212) 255-6541
Primary Address
119 West 23rd Street
Suite 600 & 610
New York,
NY
10011
USA
Hawkins International Public Relations Contacts
Contacts (2)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Catherine W. | Account Supervisor | NY | ||||||||||||
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| Christina G. | Vice President | NY | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Carnival to increase spend in 2023
Media Sales Lead: Carnival announced during its Q4 2022 earnings report that it will increase ad spend in 2023. The company's spend will likely peak in H1 as summer is the company's most important season. However, Carnival will likely continue increasing spend throughout the entire year if it receives a positive ROI in H1. The company hopes this will improve awareness and demand.
Key Lead Takeaways: Reach out to offer ad space so that you can score some of these extra ad dollars in 2023.
Target Demographic: Gen-X & millennial parents
Key Spend Notes:
- Carnival significantly increased national TV spend in 2022.
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Carnival under Cruiselines**
- 2022 FY Spend: $19.8m
- 2021 FY Spend: $2.8m
- 2020 FY Spend: $130.4k
- 2019 FY Spend: $409.9k
Ad Flight Breakdown (by spend): Carnival aired 15 spots in 2022; the top five were "What's Funderstruck," "Funderstruck: Roller Coaster," "Funderstruck Sounds," "Funderstruck: Joy and Happiness," and "Family Cruise."
Top Daypart (by impressions): Primetime (430.2m), Weekend Afternoon (168.5m), Day Time (128.8m), Early Fringe (96m), and Late Fringe PM (79.7m).
Top Networks (by spend): Amazon Prime TV, CBS, FOX, ESPN, and ABC.
Top Shows (by spend): NFL Football, College Football, NBA Basketball, MLB Baseball, and Dick Clark's Primetime New Year's Rockin' Eve With Ryan Seacrest 2023.
Top Industry/Vertical Spenders (by spend): Royal Caribbean (43%), Virgin Voyages (13%), Carnival (11%), Princess Cruises (9%), and Disney Cruise Line (7%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Carnival under Travel & Tourism**
2022 FY Spend: $23.9m
2021 FY Spend: $12m
2020 FY Spend: $10.3m
2019 FY Spend: $26.9m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $4.9m
- Q2 2022 Spend: $4.2m
- Q3 2022 Spend: $7.1m
- Q4 2022 Spend: $7.6m
2022 Impressions: 3.2b
Top 2022 Ad Types (by spend): Facebook (57%), Instagram (16%), desktop video (15%), desktop display (10%), and mobile display (2%).
Top Purchase Channels: Direct (92%), Display & Video 360 (3%), Unknown (2%), Google AdX+AdSense (1%), Amazon DSP (1%), Yahoo DSP (<1%), and The Trade Desk (<1%).
Top Publishers: facebook.com, youtube.com, instagram.com, cruisecritic.com, and yahoo.com.
Top Industry/Vertical Spenders: VRBO (7%), Airbnb (5%), Expedia (3%), Disney Parks (2%), and Marriott Bonvoy (2%).
Top Creative (by spend; see below): Pathmatics reports that 2.9k creatives ran during 2022 (note that not all creatives debuted in 2022).
Other Media Spend Analysis & Breakdown:
- Kantar: Carnival also utilizes OOH, print, radio, and local broadcast.
Current Agency Roster:
- Anomaly: creative AOR
- PHD USA: media AOR
- Grace Creative: creative AOR
- Initiative: media buying & planning
- Outdoor Media Group - Omnicom: media buying & planning
- Hawkins International Public Relations: PR
- Publicis.Sapient: digital & media buying