Millennial, Gen-X Opps: Peloton features a nude Christopher Meloni in latest campaign (Score 68)
Peloton appeals to Law and Order fans to highlight its app in its latest campaign, which features a nude Christopher Meloni in celebration of National Nude Day. Made by Ryan Reynold’s agency, Maximum Effort, and creative and social AOR Mekanism, the ad promotes Peloton's various workout options - bike-less or pants-less. Sellers should contact soon to secure last-minute ad dollars.
So far this year, iSpot reports Peloton has spent approximately $49.7m on national TV commercials, down 34% from the approximately $75.2m spent by this point last year. The company ended up spending approximately $194.7m on this channel last year, around 3x the approximately $62.1m spent in 2020. Peloton's 2022 commercials have targeted millennials with a male skew by airing during shows such as College Football, NFL Football, NCIS, Friends and Family Guy.
According to Pathmatics, the company has allocated roughly $16.2m toward digital ads YTD, less than half of the roughly $35.6m allocated within the same 2021 timeframe. In 2021, Peloton's estimated full-year spend of $65.8m reached more than double that of $29.7m in 2020. Since the beginning of 2022, the company has earned ~2.1b digital impressions via Facebook (53%), Instagram (41%), desktop display (4%), desktop video (2%) and mobile display (1%) ads.
Peloton seems to be primarily targeting millennials and Gen-X. Its TV commercials also target a male-skewed audience.
Agency & martech readers - We haven't heard of any roster shifts since Peloton named Barry McCarthy as CEO in February, so get in touch if you haven't yet done so to see what work is available under his leadership. Along with creative and digital AOR Mekanism, your competition includes media AOR Horizon Media.