Horizon Media, Inc. | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Male Millennial Opps: Popeyes adds chicken nuggets to menu (Score 55)

year. 

According to iSpot, Popeyes spent around $43.3m on national TV ads YTD, a 16% increase from $37.3m spent in this channel during the same time period of 2020. Full-year spend jumped 36% from $64.7m in 2019 to $88.2m in 2020. This year, it placed ads during programming such as "NBA Basketball," "Family Guy," "NFL Football," "The First 48" and "Diners, Drive-Ins and Dives." 

Per Pathmatics, Popeyes earned 1.8b impressions YTD through Instagram ads (43%), Facebook ads (40%), desktop video ads (10%), Twitter ads (3%) and desktop display ads (2%). It placed the majority (98%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, twitter.com and espn.com. It placed the remainder (2%) indirectly through the Trade Desk onto sites such as yahoo.com, ebay.com, finance.yahoo.com, realtor.com and news.yahoo.com. It spent around $14.3m on digital display ads YTD, a 39% increase from $10.3m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $3.2m in 2019 to $19.4m in 2020. 

Sellers-- It appears Poyeyes primary target audience is millennial men. It reaches this demographic through digital display and national TV ads. The chain has been increasing spend in both channels for a couple of years, and seems to be on track to continue on this trajectory. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. You can use the location finder here, to see where you may be able to provide local ad space. Sellers should reach out soon to offer last-minute campaign ad space. 

Agency & martech readers-- Popeyes currently works with creative AOR Horizon Media. While there are no signs indicating Popeyes will review its roster anytime soon, you can try offering digital and/or social media assistance. Those with fast-food experience may have an advantage.