Target demographic: Gen-X & millennial men
The company will likely:
- Continue ramping up ad spend
- Increase promotional activity
- Build out the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: CS has not allocated any budget toward national TV ads so far this year.
- 2021-2022 spend: Full-year spend fell by 41% from $9.7m in 2021 to $5.7m in 2022.
- 2022 ad programming: It placed ads during programming such as NFL Football, Jimmy Kimmel Live, MLB Baseball, College Football, and Monday Night Postgame.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: CS spent approximately $4.8m on digital display ads YTD, a 55% increase from $3.1m spent in this channel during the same time period of 2022.
- YTD data: 590.4m impressions via Facebook (63%), Instagram (21%), desktop display (10%), YouTube (4%), and mobile display (1%).
- 2021-2022 spend: Full-year spend fell by 12% from $13.6m in 2021 to $11.9m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, gizmodo.com, youtube.com, and highsnobiety.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as msn.com, highsnobiety.com, yahoo.com, chess.com, and realtor.com.
Additional channel insights
- Vivvix: CS also utilizes OOH, print, radio, and local broadcast.
- Top podcasts sponsored: NPR News Now, The Joe Rogan Experience, Stories from NPR: NPR, The John Batchelor Show, and Hidden Killers With Tony Brueski | Breaking News & Commentary.
Agency analysis:
- Opportunity: I recommend offering media, digital, or social media assistance.
- Current roster:
- Weber Shandwick: PR AOR
- InGoodTaste: creative
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
