Gen-X, Millennial Homeowner Opps: Terminix ramps up digital spend (Score 64)

Terminix has been increasing digital spend so far this year. Traditionally, this company has been a big national TV spender, and it still does spend more in this channel than digital. However, I do believe it will continue adding dollars to digital as it becomes more important for marketers. Sellers should contact Terminix for more information. We last wrote to inform you of Terminix's new CEO, creative and media AORs. 

According to Pathmatics, Terminix earned196.7m impressions YTD through desktop video ads (66%), desktop display ads (20%), mobile display ads (10%), mobile video ads (4%), Twitter ads (1%) and Facebook ads (1%). It placed the majority (74%) of these ads site direct onto sites such as youtube.com, yahoo.com, samsclub.com, twitter.com and ncaa.com. It placed the remainder (26%) through a variety of indirect channels onto sites such as realtor.com, refinery29.com, zillow.com, reddit.com and yahoo.com. It spent around $1.4 on digital display ads YTD, a significant jump from $362.7k spent in this channel during the same time period of 2020. Full-year spend increased from $158.1k in 2019 to $429.4k in 2020. 

Per iSpot, Terminix spent around $5.3m on national TV ads YTD, a 16% decrease from $6.3m spent in this channel during the same time period of 2020. Full-year spend jumped 62% from $5.2m in 2019 to $8.4m in 2020. This year, it placed ads during programming such as "Diners, Drive-Ins and Dives," "My Lottery Dream Home," "Love It or List It," "MLB Baseball" and "Married at First Site." 

Sellers-- Terminix mainly targets Gen-X and millennials with a male skew. It reaches these demographics through digital display and national TV ads. The company has decreased national TV spend by about $1m, while increasing digital spend by about $1m. It may be adding dollars to digital channels to try and reach millennials more effectively. It also invests in OOH, and local broadcast TV ads, per Kantar. Sellers should reach out ot this company to offer ad space. 

Agency & martech readers-- I believe Terminix is currently working with creative AOR The Martin Agency and media buying & planning AOR Mediahub Global Boston.There are no signs pointing towards a review at this time. You will likely have a better chance finding work elsewhere.