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Target demographic: Gen-X & millennial parents
The company will likely:
- Continue increasing ad spend
- Try other marketing channels
- Review its current agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Carnival spent nearly $8.4m on national TV ads YTD, a 56% increase from $5.4m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend skyrocketed from $4m in 2021 to $20m in 2022.
- Ad programming: It placed ads during programming such as The Oscars, NFL Football, The 65th Annual Grammy Awards, NBA Basketball, and SportsCenter.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Carnival spent approximately $4.2m on digital display ads YTD, a 50% increase from $2.8m spent in this channel during the same time period of 2022.
- YTD data: 499m impressions via YouTube (42%), Facebook (42%), desktop display (6%), Instagram (5%), mobile display (4%), and Twitter (1%).
- 2021-2022 spend: Full-year spend jumped by 76% from $5.8m in 2021 to $10.2m in 2022.
- Ad location: It placed 93% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitter.com, and espn.com. It placed 7% of these ads through multiple indirect channels onto sites such as ebay.com, yahoo.com, answers.com, billboard.com, and buzzfeed.com.
Additional channel insights
- Vivvix: Carnival also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: The Herd with Colin Cowherd, Stuff You Should Know, The Bobby Bones Show, The Dan Patrick Show, and Joel Osteen Podcast.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency shifts, so reach out now to secure top priority.
- Current roster:
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
