Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Troy-Bilt kicks off spring marketing push
Media Sales Lead: Troy-Bilt (TB) just launched a new ad campaign called "Low, Slow, & Mow." It worked with its AOR, Marcus Thomas, on the push. It includes a 30-second video ad that directs viewers to the campaign website that provides recipes for easy recipes to cook while doing yard work. The site also includes links to TikTok and Instagram, where consumers can watch cooking videos. TB worked with influencers such as Lisa Chun, Matthew Bounds, and Heather Bell.
Key Lead Takeaways: TB typically allocates the majority of its marketing budget toward the spring and summer (Q2 & Q3). Reach out now to offer ad space.
Target Demographic: Gen-X & millennial men
Key Spend Notes:
- TB significantly increased digital spend in 2022.
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes TB under Gardening & Outdoors**
- 2023 YTD Spend: $0
- 2022 FY Spend: $8.9k
- 2021 FY Spend: $43.3k
- 2020 FY Spend: $7.6k
2022 Ad Flight Breakdown (by spend): TB aired one spot in 2022: "Yard Champion."
2022 Top Daypart (by impressions): Primetime (203.6k), Weekend Afternoon (115.5k), Early Fringe (115.4k), Weekend Day (92.8k), and Overnight (8.4k).
2022 Top Networks (by spend): MLB Network, AMC, Weather Channel, Travel, and TBS.
2022 Top Shows (by spend): Tombstone [Movie], MLB Baseball, Highway Thru Hell, MLB Central, and Paranormal Caught on Camera.
2022 Top Industry/Vertical Spenders (by spend): STIHL (12%), Zevo (12%), Solo Stove (11%), Off! (10%), and Pocket Hose (8%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes TB under Home & Garden**
2023 YTD Spend: $13.8k
2022 FY Spend: $399.3k
2021 FY Spend: $140k
2020 FY Spend: $173.9k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $26.4k
- Q2 2022 Spend: $126.2k
- Q3 2022 Spend: $244.2k
- Q4 2022 Spend: $2.5k
2022 Impressions: 57.5m impressions
2022 Top Ad Types (by spend): Facebook (48%), Instagram (42%), desktop display (6%), desktop video (3%), and mobile display (1%).
2022 Top Purchase Channels: Direct (93%), Exponential (6%), and Google AdX+AdSense (1%).
2022 Top Publishers: facebook.com, instagram.com, youtube.com, kingregate.com, and drudgereport.com.
2022 Top Industry/Vertical Spenders: Home Depot (9%), Amazon (8%), Lowe's (4%), Ashley Furniture (3%), and Wayfair (2%).
Top Creative (by spend; see below): Pathmatics reports that 27 creatives ran during 2022 (note that not all creatives debuted in 2022).
Current Agency Roster:
- Marcus Thomas: creative, media, & social AOR
