Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Wilson Sporting Goods opens first West Coast store
Media Sales Lead: Wilson Sporting Goods recently opened its first brick-and-mortar store on the West Coast in Santa Monica, CA. The store has an in-store playtest area with a basketball hoop, hitting wall, and on-site racquet stringing. It also offers product rentals across tennis, pickleball, basketball, football, and volleyball. Wilson also has two locations in Chicago and three in Manhattan. The company's DMs hope physical stores will help it improve sales, which have reportedly been declining.
Key Lead Takeaways: Wilson will likely continue expanding, so reach out to help promote new stores.
Target Demographic: Millennial athletes & parents
Key Spend Notes:
- Wilson has been ramping up digital & national TV spend for the past couple of years.
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Wilson under Sports**
- 2023 YTD Spend: $1.1m
- 2022 FY Spend: $906.5k
- 2021 FY Spend: $18.5k
- 2020 FY Spend: $66k
Ad Flight Breakdown (by spend): Wilson has aired six spots this year; the top three are "See the Game like Never Before," "Anything is Possible," and "Long and Soft."
Top Daypart (by impressions): Early Fringe (6.4m), Primetime (4.3m), Day Time (3.8m), Weekend Afternoon (3m), and Weekend Day (2.3m).
Top Networks (by spend): Bally Sports SoCal, Bally Sports San Diego, Bally Sports Midwest, Bally Sports South, and Bally Sports Detroit.
Top Shows (by spend): AVP Pro Beach Volleyball Tour, Beach Volleyball, PGA Tour Golf, NHL Hockey, and 2023 Miami Open Tennis.
Top Industry/Vertical Spenders (by spend): NFL (45%), NCAA (19%), NBA (7%), NHL (2%), and USA Basketball (2%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Wilson under Retail**
2023 YTD Spend: $652.3k
2022 FY Spend: $1.7m
2021 FY Spend: $921.6k
2020 FY Spend: $640.2k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $353.6k
- Q2 2022 Spend: $226.1k
- Q3 2022 Spend: $427.2k
- Q4 2022 Spend: $650.3k
Impressions: 84.8m
Top Ad Types (by spend): Facebook (64%), Instagram (29%), desktop display (4%), mobile display (2%), and YouTube.
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, instagram.com, bleacherreport.com, nba.com, and youtube.com.
Top Industry/Vertical Spenders: Shein (4%), Temu (2%), Gap (1%), Ulta (1%), and Sephora (1%).
Top Creative (by spend; see below): Pathmatics reports that 131 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Wilson also utilizes OOH, radio, and local broadcast.
Current Agency Roster:
- H&S Communications: PR AOR
- In-house: media
