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Millennial, Gen-X Opps: American Lung Association launches new awareness campaign amid spikes in spend

The Hill Holliday. The ad is part of a larger "Saved by the Scan" campaign and is designed to raise lung cancer awareness. Sellers, get in touch sooner rather than later to secure last-minute ad dollars.

Since the beginning of 2022, iSpot reports the ALA has allocated roughly $407.9k toward national TV commercials, a huge spike from the roughly $31k it had allocated by this point last year. The organization ended up allocating roughly $387.3k toward this channel last year, again a huge spike from the roughly $52.1k it allocated in 2020. The ALA's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, NFL Football, Good Morning Football, Women's College Basketball and NFL Total Access.

According to Pathmatics, the organization has spent approximately $5m on digital ads YTD, up 35% from the approximately $3.7m it spent within the same 2021 timeframe. The ALA's estimated full-year 2021 spend reached $6.1m, 27% more than that of $4.8m in 2020. So far this year, the organization has earned around 1.2b digital impressions via mobile display (56%), desktop display (43%) and Instagram (1%) ads. Top site destinations for this year's ads have included ebay.com (76%), theguardian.com, legacy.com, yahoo.com and queerty.com.

The ALA is primarily targeting older millennials, Gen-X and boomers right now, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing some of these increasing ad dollars. Per Kantar data, the organization also invests in OOH and local broadcast.

Agency & martech readers - The ALA doesn't currently show glaring signs that it'll conduct agency reviews anytime soon, but keep it on your radar for future project-based work. The Richards Group handles media buying and planning.