Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Beggin' lets consumers choose new product flavor, increases ad spend
Media Sales Lead: Beggin' Strips just kicked off the "Battle of the Beggin" to let dog parents choose its new flavor. Participants can choose between "Bratwurst & Bacon Flavor" and "BBQ, Beef, & Bacon Flavor." Pet parents can vote online at Battlefthebeggin.com, and the winner will be available at Walmart stores in early 2024. It partnered with social media influencers to support the competition. Zach Kornfield (Bratwurst & Bacon) and Allison Kuch (BBQ, Beef, & Bacon) are the team captains. In other news, Beggin' has been ramping up ad spend across both digital & national TV so far this year.
Key Lead Takeaways: Beggin' has been aggressively increasing ad spend so far this year. It has already spent more YTD on digital & national TV ads than it did during the full 2022 year. Reach out now as it will likely continue increasing ad spend to promote the competition.
Target Demographic: Millennial & Gen-X pet parents
Key Spend Notes:
- Media planning period: Q3
- Media buying period: Q2
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Beggin' under Pets**
- 2023 YTD Spend: $5.6m
- 2022 FY Spend: $4.2m
- 2021 FY Spend: $5m
- 2020 FY Spend: $1.2m
Ad Flight Breakdown (by spend): Beggin' has aired one spot in 2023: "Bonkers for Beggin: Bacon and Pizza."
Top Daypart (by impressions): Primetime (429.2m), Day Time (237.9m), Early Fringe (164.5m), Weekend Afternoon (118.6m), and Late Fringe AM (104.2m).
Top Networks (by spend): CBS, NBC, ABC, BRAVO, and Animal Planet.
Top Shows (by spend): The Voice, CBS Evening News With Norah O'Donnell, The First 48, The Price Is Right, and America's Got Talent.
Top Industry/Vertical Spenders (by spend): The Farmer's Dog (24%), Blue Buffalo (23%), Freshpet (13%), Purina ONE (3%), and Fancy Feast (3%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Beggin' under Pets**
2023 YTD Spend: $2.8m
2022 FY Spend: $960.4k
2021 FY Spend: $1m
2020 FY Spend: $899.1k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $0
- Q2 2022 Spend: $35.8k
- Q3 2022 Spend: $322.1k
- Q4 2022 Spend: $602.5k
Impressions: 366.7m
Top Ad Types (by spend): Instagram (73%), Facebook (21%), and YouTube (5%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com, facebook.com, and youtube.com.
Top Industry/Vertical Spenders: Chewy (15%), PetSmart (8%), Petco (7%), Whisker (5%), and Hill's Pet Nutrition (4%).
Top Creative (by spend; see below): Pathmatics reports that 37 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: Beggin' also utilizes local broadcast.
Current Agency Roster:
- CheckMark Communications: creative
- GroupM: media buying & planning
- Big Village: social
- OpenMind: media buying & planning
