Female Gen-X, MillennialMedia Opps: Emergen-C ramps up spend
GlaxoSmithKline subsidiary Emergen-C has been increasing both national TV and digital display spend. It started ramping up digital display spend in 2020, which has continued throughout 2021. National TV spend, on the other hand, actually decreased in 2020. However, it is up considerably this year. Those of you that can offer ad space should contact this brand for more information.
According to Pathmatics, Emergen-C earned 1.1b impressions YTD through Facebook ads (47%), Instagram ads (38%), desktop video ads (13%) and desktop display ads (1%). It placed the majority (99%) of these ads site direct onto sites such as activebeat.com, allrecipes.com, allyou.com, aol.com and bandsintown.com. It placed the remainder (1%) indirectly through Display & Video 360 onto sites such as 13wham.com, abovethelaw.com, addictinggames.com, allhiphop.com and allrecipes.com. It spent around $10.8m on digital display ads YTD, a huge jump from $3.1m spent in this channel during the same time period of 2020. Full-year spend increased from $1.7m in 2019 to $4.4m in 2020.
Per iSpot, Emergen-C spent around $17.4m on national TV ads, a 93% increase from $9m spent in this channel during the same time period of 2020. Full-year spend equaled $15.2m in 2019 and $13.2m in 2020. This year, it placed ads during programming such as "Today," "Today 3rd Hour," "Family Feud," "Days of our Lives" and "Law & Order: Special Victims Unit."
Sellers-- It seems Emergen-C mainly targets Gen-X and millennials with a female skew. It reaches these demographics through digital display and national TV ads. The brand has ben aggressively increasing spend in both of these channels all year. It will likely continue, at least through cold and flu season. Sellers should reach out soon to score some of these extra ad dollars.
Agency & martech readers-- I believe the only agency Emergen-C works with is creative shop Grey Group. You can try reaching out to offer complementary services such as digital or media buying/planning.
