Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Media Edge: Planters releases Flavored Cashews along with a brand campaign
Media Sales Lead: Planters just launched an ad campaign to promote its new snack, Planters Flavored Cashews. The push is called "Surrender to the Cashew" and has multiple TV spots. It will also be supported through digital, OOH, PR activations, Facebook, and Instagram. It worked with BBDO Minneapolis on the campaign, which is specifically targeting Gen-Z & millennials.
Key Lead Takeaways: Planters has already been increasing both national TV and digital display spend this year, which I predict it will continue as it supports Planters Flavored Cashews. Get in touch to see if you can score some of these extra ad dollars.
Target Demographic: Gen-Z & millennials
Key Spend Notes:
- Media planning period: Q2
- Media buying period: Q1
- Top spending period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Planters under Snack Foods**
- 2023 YTD Spend: $10.8m
- 2022 STP Spend: $2.4m
- 2022 FY Spend: $6.9m
- 2021 FY Spend: $16.2m
- 2020 FY Spend: $13.5m
Ad Flight Breakdown (by spend): Planters has aired six spots in 2023; the top three were "The Roast of Mr. Peanut," "Teaser: Jeff Ross Gets Ready to Roast Mr. Peanut," and "Hungry Eyes."
Top Daypart (by impressions): Primetime (133m), Early Fringe (54m), Day Time (47m), Overnight (28m), and Late Fringe AM (27m).
Top Networks (by spend): Food Network, HGTV, FOX, TNT, and Discovery Channel.
Top Shows (by spend): NFL Football, Diners, Drive-Ins and Dives, The Big Bang Theory, My Lottery Dream Home, and Guy's Grocery Games.
Top Industry/Vertical Spenders (by spend): Doritos (9%), Cheez-It (9%), Pringles (7%), PopCorners (6%), and Nature Valley (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Planters under Snack Foods**
2023 YTD Spend: $2.5m
2022 FY Spend: $4.5m
2021 FY Spend: $8.7m
2020 FY Spend: $7.5m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $1.4m
- Q2 2022 Spend: $46.3k
- Q3 2022 Spend: $1.9m
- Q4 2022 Spend: $1.2m
Impressions: 334.3m
Top Ad Types (by spend): Facebook (64%), Instagram (21%), YouTube (6%), Twitter (4%), and desktop video (4%).
Top Purchase Channels: Direct (96%) and Unknown (4%).
Top Publishers: facebook.com, instagram.com, youtube.com, twitter.com, and usatody.com.
Top Industry/Vertical Spenders: Frito-Lay (12%), Ritz Crackers (11%), Chips Ahoy (7%), Hershey (7%), and Oreo (5%).
Top Creative (by spend; see below): Pathmatics reports that 198 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: Planters also invests in OOH and local broadcast.
- Top podcasts sponsored: Judge John Hodgman, Full Story, and The Debaters.
Current Agency Roster:
- BBDO Minneapolis: creative
