Media Edge: Nerf shifts strategy amid digital spend increase
Media Sales Lead: In its first foray into name, image, and likeness (NIL) marketing and AI imaging, Nerf launched new social content. The brand launched two social media holiday campaigns, one starring college athlete influencers and the other focused on an NBA All-Star and AI imaging technology. The first marked Nerf's first partnership with NCAA student-athletes. The second promotes Nerf's recently launched Elite 2.0 Motoblitz and Viper Strike blasters, which help turn 2D content into 3D environments.
More: This launch comes alongside the announcement that in 2023, Nerf will roll out its first organized game, Nerfball. The sports will have its first public tournament in Summer 2023.
Key Lead Takeaways: Even though the holiday ads will stop rolling out after the gift-giving holiday season is over, Nerf will likely continue working with NIL marketing, AI imaging, and sports sponsorships. I also suggest getting in touch soon to secure last-minute ad dollars from upcoming Nerfball promotional material.
Target Demographics: Parents; Gen-Z/millennial men; Gen Alpha
Top Brands (Right Now): Elite 2.0 Motoblitz, Nerfball, and Viper Strike
Key Spend Notes:
- Spend shift summary: National TV spend has been declining, but digital spend is on the rise, especially throughout the current quarter.
- Top Spending Period: Q4
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Nerf under Life & Entertainment: Toys & Games*
- 2022 YTD Spend: $8.9m
- 2021 FY Spend: $13.9m
- 2020 FY Spend: $19.5
- 2019 FY Spend: $12m
Ad Flight Breakdown (by spend): Nerf has aired a total of 16 national TV spots this year; its top five are "Epic," "Blast Your Way to Victory," "Always Ready to Attack," "DinoSquad Armorstrike: Powerful and Fierce," and "Eaglepoint: Take On Any Challenge."
Top Daypart (by impressions): Early Fringe (918.3m), Day Time (652.3m), Weekend Day (420.5m), and Weekday Afternoon (387.3m)
Top Networks (by spend): Nick, Cartoon Network, Nick Toons, Teen Nick, and Disney XD.
Top Shows/Movies (by spend): SpongeBob SquarePants, The Loud House, Teen Titans Go!, The Amazing World of Gumball, and Despicable Me 2
Top Industry/Vertical Spenders (by spend): LEGO (11.8%), Barbie (9.5%), L.O.L. Surprise (5.2%), Spin Master (4.9%), and Moose Toys (4.1%)
Digital Display & Social Media Spend Analysis & Breakdown:
- 2022 YTD Spend: $2.4m
- 2021 FY Spend: $4.3m
- 2020 FY Spend: $5m
- 2019 FY Spend: $764.8k
YTD Ad Flight Breakdown:
- Q1 2022 Spend: $691.6k
- Q2 2022 Spend: $695.7k
- Q3 2022 Spend: $659.6k
- Q4 2022 Spend (to date): $406.8k
YTD Impressions: ~201.5m
Top Ad Types: Desktop video (60%), Facebook (38%)
Top Purchase Channels: Direct (99%)
Top Publishers: Youtube.com (59%), Facebook, Instagram, amazon.com, and icy-veins.com.
Top Industry/Vertical Spenders: Hasbro (Nerf's parent company), The LEGO Group, Ancestry.com, Build-A-Bear Workshop, Inc., and Five Below
Top Creative by Spend; see below: (note that not all creatives debuted in 2022).
Other Media Spend Analysis & Breakdown:
Kantar: The Nerf brand holds planning conversations in Q1 and buying conversations during Q4. Its parent company, Hasbro, also utilizes print (magazines), OOH, and local broadcast.
Current Sponsorships/Partnerships: Roblox, NCAA
Influencers & Brand Ambassadors: Athletes, specifically student-athletes
Recent Product Launches: Elite 2.0 Motoblitz and Viper Strike
Upcoming Product Launches: Nerfball
2022 Key Hires (brand-specific to Nerf:
- Jeff Palmer, associate brand manager, US marketing (September)
- Rob Cattell, manager, brand (October)
Current Agency Roster:
- MediaCom: Media AOR
- The Martin Agency: Creative agency partner
- View Hasbro's full roster here.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.
