Male Gen-X Opps: Sleep Number kicks off ad campaign (Score 26)

Sales lead: Get in touch now to offer campaign ad space. 

• Sleep Number (SN) just launched a campaign called "Sleep Next Level."
• The push includes multiple video ads starring actress Gabrielle Union and former NBA player Dwyane Wade. 
• The ads will be supported across broadcast, CTV, and social media. 
• This is the first work from SN's new creative AOR, 72andSunny.
• The company is promoting its new Sleep Number smart beds that it recently launched. 

Target demographic: Gen-X men

The company will likely:

• Ramp up ad spend throughout the campaign
• Increase promotional activity
• Review other agency relationships (recent AOR shift)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: SN spent approximately $26.1m on national TV ads YTD, a 17% decrease from $31.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 13% from $112.5m in 2021 to $98.4m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, SportsCenter, Law & Order: Special Victims Unit, Jesse Watters Primetime, and Family Feud. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: SN spent about $2.8m on digital display ads YTD, just 28% of the $9.9m spent in this channel during the same time period of 2022.
• YTD data: 463.6m impressions via Facebook (47%), desktop video (31%), Instagram (10%), desktop display (8%), and mobile display (4%). 
• 2021-2022 spend: Full-year spend equaled $31.6m in 2021 and $31.4m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, yahoo.com, instagram.com, nfl.com, and 247sports.com. It placed 4% of these ads through multiple indirect channels onto sites such as 247sports.com, yahoo.com, scout.com, maxpreps.com, and cbssports.com. 

Additional channel insights  

• Vivvix: SN also invests in OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Crime Junkie, Sleep Meditation for Women, Armstrong & Getty, Adam Carolla show, and My Brother, My Brother and Me. 

Agency analysis:

• Opportunity: SN picked up 72andSunny earlier this year, so reach out now because agency appointments commonly follow one another. 
• Current roster:
  • Horizon Media: media AOR
  • Tunheim Partners: PR
  • 72andSunny: creative AOR