Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Media Edge: Pop-Tarts launches new flavor, brings back old favorite
Media Sales Lead: Pop-Tarts (PT) just introduced a new flavor called Frosted Chocolatey Chip Pancake. It also brought back Frosted Strawberry Milkshake, which was first released in the 2000s. Both are available at Walmart in 16-count boxes retailing for $4.86. It is planning a nationwide rollout for December.
Key Lead Takeaways: PT has already been increasing ad spend, which I expect to continue as it promotes the new flavors. It will likely launch an ad campaign later this year for the nationwide launch in December. Start reaching out now to offer ad space.
Target Demographic: Gen-Zers & millennial parents
Key Spend Notes:
- Media planning period: Q3
- Media buying period: Q4
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes PT under Breakfast & Cereal**
- 2023 YTD Spend: $16.3m
- 2022 STP Spend: $15.3m
- 2022 FY Spend: $24.1m
- 2021 FY Spend: $30m
Ad Flight Breakdown (by spend): PT has aired four spots in 2023: "Just Pregaming," "What Would Pop-Tarts Do?," "Volador," and "Boss Level Snacking."
Top Daypart (by impressions): Primetime (1b), Day Time (759m), Early Fringe (653m), Weekend Afternoon (576m), and Late Fringe AM (374m).
Top Networks (by spend): BRAVO, Univision, Telemundo, Investigation Discovery, and OXYGEN.
Top Shows (by spend): Vanderpump Rules, Law & Order: Special Victims Unit, Friends, The Real Housewives of Atlanta, and Below Deck Mediterranean.
Top Industry/Vertical Spenders (by spend): Cheerios (16%), Raisin Bran (13%), Frosted Flakes (12%), Special K (10%), and Pop-Tarts (9%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes PT under Cookies, Cakes, & Snacks**
2023 YTD Spend: $14.8m
2022 STP Spend: $11.7m
2022 FY Spend: $17.9m
2021 FY Spend: $17.4m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $3.6m
- Q2 2022 Spend: $4.3m
- Q3 2022 Spend: $4.4m
- Q4 2022 Spend: $5.6m
Impressions: 2b
Top Ad Types (by spend): Instagram (55%), Facebook (28%), YouTube (14%), and mobile display (2%).
Top Purchase Channels: Direct (99%) and Google AdX+AdSense (1%).
Top Publishers: instagram.com, facebook.com, youtube.com, dexerto.com, and food.com.
Top Industry/Vertical Spenders: Chips Ahoy (24%), Oreo (18%), Pop-Tarts (12%), BelVita (8%), and Clif Bar (8%).
Top Creative (by spend; see below): Pathmatics reports that 173 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown
- Vivvix: PT also invests in local broadcast.
- Top podcasts sponsored: The Bert Show, Rooster Teeth Podcast, You Made It Weird with Pete Homes, Real Ass Podcast, and The Morning Stream.
Current Agency Roster:
- Weber Shandwick: PR AOR
- Starcom Worldwide: media buying & planning
- Formerly Known As: creative AOR
