Media Edge: Floor & Decor increases digital spend

Media Sales Lead: Floor & Decor (F&D) has been increasing digital display spend since the beginning of 2021. Reach out to score some of these extra ad dollars. 
Target Demographic: Gen-X & millennial do-it-yourselves
Key spend Notes:

  • TV spend increased from 2019 to 2020 but has remained relatively flat after that. 
  • Digital spend has increased every quarter so far this year. 

National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes F&D as Retail Stores: Home Improvement*

2022 YTD Spend: $5.1m
2021 Spend: $5.4m
2020 Spend: $5.7m
2019 Spend: $4m

2022 Ad Flight Breakdown (F&D):  F&D aired 21 spots in 2022; the top two were "Bring Your Living Room to Life" and "Cooking up a Kitchen Design: Vision."

Top Daypart (by impressions): Primetime (290m), Day Time (183m), Early Fringe (112.6m), Weekend Afternoon (104.8m), & Late Fringe AM (82m)

Top Networks (by spend): HGTV, Animal Planet, Magnolia Network, Food Network, & Investigation Discovery
Top Shows (by spend): Wheel of Fortune, Diners, Drive-Ins and Dives, My Lottery Dream Home, Main Cabin Masters, and MLB Baseball

Top Industry/Vertical Spenders (by spend SOV): Lowe's (40.3%), The Home Depot (32.7%), ACE Hardware (13.2%), Empire Today (3.9%), and LL Flooring (3.4%). 


Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes F&D under Home & Garden*

2022 YTD Spend: $6.6m
2021 FY Spend: $6.3m
2020 FY Spend: $2.2m
2019 FY Spend: $1.2m

YTD Ad Flight Breakdown: Desktop video has been the top channel throughout the year.

  • Q1 2022 Spend: $1.1m (desktop video)
  • Q2 2022 Spend: $2.1m (desktop video)
  • Q3 2022 Spend: $2.8m
  • Q4 2022 Spend (to date): $567.5k

Top 2022 Ad Types (by spend): Desktop video (62%), Facebook (28%), desktop display (7%), Instagram (3%), and mobile display (1%). 
Top 2022 Purchase Channels: Direct (94%), Yahoo DSP (3%), Google AdX+AdSense (2%), Display & Video 360 (<1%), and Amazon DSP (<1%). 
Top 2022 Publishers: youtube.com, Facebook, Instagram, yahoo.com, and zillow.com.

Top Industry/Vertical Spenders: Home Depot, Lowe's, Ashley Furniture, EnergyBillCruncher.com, and Sleep Number.

Top Creative (by spend; see below): Pathmatics reports that 1.1k creatives have run during 2022 (note that not all creatives debuted in 2022). 


Current Agency Roster:


Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics;