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Momvertising Media Opps: Nathan's Famous releases TV campaign with MLB collaboration for all-natural product launch

Since the campaign's debut on May 1, iSpot reports that Nathan's has spent $96,908 on national TV commercials largely targeting various baseball shows and High Heat (see targeting right). By this point last year, the company had already spent its full TV investment of $33,546, which it has already, obviously, left in the dust. Nathan's total 2016 spend amounted to $77,501. It also tends to invest in outdoor marketing, per Kantar.

Media buying and planning have been handled by Manhattan Marketing Ensemble since 2005 and, while this is much longer than average agency tenure (2.5-3 years), a company's likelihood of switching shops decreases after a relationship has lasted longer than ten years.