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Target demographic: Male Golfers ranging from Gen-Z to Gen-X
The brand will likely:
- Keep increasing national TV spend
- Try new marketing methods to reach younger golfers
- Seek a multicultural AOR
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: GolfNow spent nearly $1.2m on national TV ads YTD, a huge increase from $93.3k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell by 27% from $1.1m in 2021 to $803.4k in 2022.
- Ad programming: It placed ads during programming such as PGA Tour Golf, MLB Baseball, Law & Order: Special Victims Unit, NBA Basketball, and Golf Today.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: GolfNow spent about $105.3k on digital display ads YTD, a significant decline from $843.2k spent in this channel during the same time period of 2022.
- YTD data: 30m impressions via programmatic ads.
- 2021-2022 spend: Full-year spend jumped from $268.1k in 2021 to $2m in 2022.
- Ad location: It placed 100% of these ads programmatically through Google Display Network, GoogleDV360, and Microsoft Advertising onto sites such as weather.com, msn.com, asurascans.com, mangahere.cc, yahoo.com, and dailymail.co.uk.
Additional channel insights
- Vivvix: GolfNow also utilizes local broadcast.
- It holds media planning discussions in Q4, and it buys during Q3.
Agency analysis:
- Opportunity: Reach out if you can help GolfNow reach a younger and more diverse audience.
- Current roster:
- Stranger Friend: creative
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Adbeat; additional channel insights estimated by Vivvix.
