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: Lowe's renews NFL sponsorship, kicks off fall campaign
Media Sales Lead: Lowe's just launched its fall campaign as part of its "Lowe's Knows" creative platform. The campaign includes 15- and 30-second TV spots featuring NFL players such as Christian McCaffrey, Dak Prescott, and Travis Kelce. The push also includes in-store signage, radio, digital, and social media ads. In other news, Lowe's has renewed its deal with the NFL and will remain the league's Official Home Improvement Partner. Lowe's is also one of the NFL's Official Community Improvement Partners.
Key Lead Takeaways: Lowe's has already been increasing national TV and digital display spend so far this year. The campaign launch signals the company will likely continue ramping up ad spend throughout H2. I see no signs of it decreasing spend any time soon, so reach out now to see if you can score some of these extra ad dollars.
Target Demographic: Millennial & Gen-X do-it-yourselfers
Key Spend Notes:
- Media planning period: Q2
- Media buying period: Q3
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Lowe's under Home Improvement**
- 2023 YTD Spend: $94.2m
- 2022 STP Spend: $90.9m
- 2022 FY Spend: $176.4m
- 2021 FY Spend: $210.6m
Ad Flight Breakdown (by spend): Lowe's has aired 55 spots in 2023; the top five were "Gente que te entiende de verdad," "Lowe's Know: Lawn, Mulch, Paint," "Labor Day Deals: Fall Savings Under $90," "Style Refresh: Bathroom," and "Labor Day: Halloween Inflatables, Paint and Kitchen Appliances."
Top Daypart (by impressions): Primetime (3.8b), Early Fringe (1.4b), Day Time (1.2b), Weekend Afternoon (1b), and Weekend Day (818m).
Top Networks (by spend): NBC, CBS, HGTV, TBS, and ABC.
Top Shows (by spend): College Basketball, NFL Football, NBA Basketball, House Hunters, and America's Got Talent.
Top Industry/Vertical Spenders (by spend): Lowe's (40%), The Home Depot (31%), ACE Hardware (17%), Empire Today (5%), and LL Flooring (4%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Lowe's under Home & Garden**
2023 YTD Spend: $89m
2022 STP Spend: $59.4m
2022 FY Spend: $98.5m
2021 FY Spend: $46.3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $16.3m
- Q2 2022 Spend: $26.3m
- Q3 2022 Spend: $25.1m
- Q4 2022 Spend: $31.1m
Impressions: 12b
Top Ad Types (by spend): Facebook (50%), Instagram (25%), YouTube (14%), mobile display (5%), desktop display (3%), desktop video (2%), and Twitter (1%).
Top Purchase Channels: Direct (99%) and Taboola (1%).
Top Publishers: facebook.com, instagram.com, youtube.com, accuweather.com, and nfl.com.
Top Industry/Vertical Spenders: Home Depot (10%), Lowe's (5%), Temu (3%), Walmart (3%), and Ashley Furniture (3%).
Top Creative (by spend; see below): Pathmatics reports that 4k creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: Lowe's also invests in OOH, print, radio, and local broadcast.
- Top podcast sponsored: The John Batchelor Show, The Jordan Harbinger Show, The NewsWorthy, and Real Ghost Stories Online.
Current Agency Roster:
- Starcom Worldwide: media & programmatic AOR
- Deutsch: creative
- EP+Co. Headquarters: creative
- VIA: creative
