Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Female Gen-X Opps: Nutrisystem's CMO departs (Score 47)
Sales lead: This departure may lead to spend & agency shifts, so keep an eye on Nutrisystem.
- Nutrisystem's CMO, Cornell McGee, left the company in April 2023.
- McGee had a short tenure as he only joined the company last year.
- We will be sure to let you know as soon as a replacement is announced.
Target demographic: Gen-X women
Once it finds a new CMO, the company will likely:
- Seek new agency partners
- Revise marketing strategy
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Nutrisystem spent approximately $54.2m on national TV ads YTD, a slight (3%) increase from $52.6m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend increased by 20% from $93.3m in 2021 to $112.4m in 2022.
- Ad programming: It placed ads during programming such as The Price Is Right, Hannity, Tucker Carlson Tonight, Let's Make a Deal, and Jesse Watters Primetime.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Nutrisystem spent around $7.1m on digital display ads YTD, a 9% decrease from $7.8m spent in this channel during the same time period of 2022.
- YTD data: 835.4m impressions via Facebook (60%), YouTube (27%), desktop display (8%), and Instagram (5%).
- 2021-2022 spend: Full-year spend plummeted from $35.4m in 2021 to $17.2m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, yahoo.com, instagram.com, and centurylink.net.
Additional channel insights
- Vivvix: Nutrisystem also utilizes print and local broadcast.
- Top podcasts sponsored: Stuff They Don't Want You To Know, Last Podcast On The Left, The Rachel Maddow Show, The John Batchelor Show, and True Crime Garage.
Agency analysis:
- Opportunity: The company's current relationships will become vulnerable once it hires a new marketing head.
- Current roster:
- DeVries Global: PR
- Finch Brands: creative
- Rain the Growth Agency: creative
- In-house: media