Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.
Media Edge: Red Baron advertises new pizzas with campaign
Media Sales Lead: Red Baron (RB) just debuted a new campaign called "The Showdown: Fully Loaded." The company is promoting its new Fully Loaded Hand Tossed Style Pizza, which is available in Ultimate Pepperoni, Meat Lovers, and BBQ Chicken. RB's AOR, TBWA\Chiat\Day, created the ads that will be supported across social media and CTV through November.
Key Lead Takeaways: Reach out now to see if you can score any last-minute campaign ad dollars. The company appears to be moving away from national TV ads as it has not aired an ad since 2021. Meanwhile, it has been ramping up digital spend, and the new campaign is only running online.
Target Demographic: Primary shoppers (Gen-X & millennial women/moms)
Key Spend Notes:
- Planning period: Q1
- Buying period: Q2
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes RB under Frozen Foods**
- 2023 YTD Spend: $0
- 2022 FY Spend: $0
- 2021 FY Spend: $3.4m
- 2020 FY Spend: $3.4m
2021 Ad Flight Breakdown (by spend): RB aired one spot in 2021 called "Is Anyone Listening?"
2021 Top Daypart (by impressions): Primetime (201m), Day Time (164m), Early Fringe (157m), Overnight (149m), and Weekend Afternoon (113m).
2021 Top Networks (by spend): Food Network, TLC, BRAVO, Lifetime, and ION.
2021 Top Shows (by spend): Law & Order: Special Victims Unit, Diners, Drive-Ins and Dives, Guy's Grocery Games, 90 Day Fiance: Happily Ever After?, and Criminal Minds.
Top Industry/Vertical Spenders (by spend): Jimmy Dean (44%), Stouffer's (14%), DiGiorno (12%), Morningstar Farms (9%), and Hot Pockets (8%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes RB under Frozen Pizzas**
2023 YTD Spend: $534.7k
2022 FY Spend: $1.7m
2021 FY Spend: $560.3k
2020 FY Spend: $80.5k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $1k
- Q2 2022 Spend: $0
- Q3 2022 Spend: $40.6k
- Q4 2022 Spend: $1.6m
2023 Impressions: 73.6m
Top 2023 Ad Types (by spend): Facebook (67%), Instagram (23%), and YouTube (9%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, instagram.com, and youtube.com.
Top Industry/Vertical Spenders: DiGiorno (53%), California Pizza Kitchen (21%), Newman's Own Pizza (14%), Screamin' Sicilian (5%), and Red Baron (3%).
Top Creative (by spend; see below): Pathmatics reports that 40 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Top podcasts sponsored: The Rest Is History, History Daily, Bellied Up, Today In History with The Retrospectors, and The Tyrus and Timpf Podcast.
Current Agency Roster:
- TBWA \ Chiat \ Day: creative, digital, & social AOR
