Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
JCPenney kicks off reinvestment plan, ad campaign Score 87)
Sales lead: This project will likely lead to higher ad spending & possibly agency reviews. 
- JCPenney (JCP) announced a $1b reinvestment plan to improve the customer experience and operations.
- It will completely renovate about 100 stores while some will need only a light refresh.
- JCP will also update its website and mobile app with new features such as an improved search function, product details, customized styling recommendations, and customer reviews,
- Additional funds will go towards merchandising, supply chain, and technology improvements.
- This project follows Katie Mullen joining the company as chief customer officer in April.
In other news:
- JCP is launching an accompanying ad campaign called "Make It Count."
- The push includes multiple TV spots as well as digital, social, in-store, and print ads.
- The company's in-house team handled creative, and Yard took care of brand positioning.
Target demographic: Millennial & Gen-X women (moms)
The company will likely:
- Significantly increase ad spend
- Continue shifting ad dollars from TV to digital channels
- Seek new agency partners
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: JCP spent around $9.5m on national TV ads YTD, less than half (47%) of the $20.2m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend fell by 45% from $63.1m in 2021 to $34.6m in 2022.
- Ad programming: It placed ads during programming such as Good Morning America, General Hospital, Mike & Molly, The Bold and the Beautiful, and The Talk.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: JCP spent approximately $18m on digital display ads YTD, a 7% jump from $16.9m spent in this channel during the same time period of 2022.
- YTD data: 2.5b impressions via Facebook (47%), YouTube (26%), Instagram (15%), and desktop display (12%).
- 2021-2022 spend: Full-year spend increased by 9% from $31.3m in 2021 to $34.2m in 2022.
- Ad location: It placed 94% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, yahoo.com, and msn.com. It placed 6% of these ads through multiple indirect channels onto sites such as yahoo.com, seriouseats.com, realtor.com, msn.com, and espn.com.
Additional channel insights
- Vivvix: JCP also invests in OOH, radio, print, and local broadcast.
- It holds media planning discussions in Q1, and it buys during Q4.
- Top podcasts sponsored: The Bobby Bones Show, The Herd with Colin Cowherd, The John Batchelor Show, and The Dan Patrick Show.
Agency analysis:
- Opportunity: The reinvestment project may lead to agency reviews, so get in touch now to secure top priority.
- Current roster:
