Boomer TV Opps: Visiting Angels ramps up national TV ad spend (Score 31)

Senior and home care provider Visiting Angels (VA) has been ramping up national TV spend while lowering digital spend over the last year. In other news, VA hired senior marketing manager Athena King (February 2020) from Noridian Healthcare Solutions, where she served as provider outreach and education consultant. It hired marketing liaison and community relations specialist Anna Sims (June 2020) from Advantage Medical Professionals, where she served as an engagement specialist. 

According to iSpot, VA spent around $11.5m on national TV ads YTD, a 64% increase from $7m spent during the same time period of 2019. Full-year spend equaled $9.8m in 2019 and $9m in 2018. This year, it placed ads during programming such as Tucker "Carlson Tonight," "The Ingraham Angle," "Fox News at Night With Shannon Bream," "Hannity" and "Fox and Friends." 

Per Pathmatics, VA earned 60.4m impressions through desktop display ads (32%), desktop video ads (30%), Facebook ads (19%), mobile display ads (14%) and Instagram ads (6%). It placed the majority of these ads site direct (59%) onto sites such as facebook.com, yahoo.com, instagram.com, pandora.com and thehill.com. It placed 30% of these ads indirectly through MEDIA iQ onto sites such as yahoo.com, weather.com, fandom.com, medicalnewstoday.com and lenconnect.com. It spent $337.9k in this channel over the last 365 days, about half (48%) of the $705.6k it spent over the 365 days prior. 

Sellers-- VA mainly targets boomers and their Gen-X children with a slight female skew. It has been increasing its national TV ad investment, while decreasing digital spend, which makes sense as TV ads should be more effective at reaching VA's target audience. Sellers should reach out soon offering primarily national TV and digital display ad space to secure these extra ad dollars. Those that can convince VA they can get ad space in front of boomer and Gen-X eyes will likely have the most success. 

Agency & martech readers-- We do not believe VA to be working with any agencies at this time. Companies that are attempting to increase brand awareness will often partner with PR and/or communication shops, so you can try pitching those services. Agencies that have experience working with healthcare and home care may have more success.