Momvertising Opps: StarKist names PR partner (Score 12)

Sales lead: This appointment will affect the company's PR strategy & may lead to additional roster shifts. 

• StarKist selected Coyne as its PR partner in September 2023.
• Coyne is responsible for PR and influencer relations.
• It will also work with StarKist's other agency partners to present a unified message. 

Target demographic: Gen-X & millennial women (moms)

The company will likely:

• Ramp ad spend back up
• Partner with influencers
• Make additional agency changes

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: StarKist spent nearly $5.7m on national TV ads YTD, a 29% decrease from $8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 11% from $7.2m in 2021 to $8m in 2023. 
• Ad programming: It placed ads during programming such as Young Sheldon, The Golden Girls, Friends, Diners, Drive-Ins and Dives, and Family Feud. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: StarKist spent about $501.5k on digital display ads YTD, a 48% decrease from $955.3k spent in this channel during the same time period of 2022. 
• YTD data: 55.6m impressions via YouTube (63%), Facebook (19%), desktop video (9%), Instagram (7%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend increased by 22% from $898.7k in 2021 to $1.1m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as youtube.com, facebook.com, yahoo.com, and instagram.com. It placed 3% of these ads through multiple indirect channels onto sites such as quora.com, yahoo.com, rollingstone.com, and allmusic.com. 

Additional channel insights  

• Vivvix: StarKist also invests in local broadcast. 

Agency analysis:

• Opportunity: Agency appointments commonly follow each other, so get in touch now to see if StarKist needs any more assistance.
• Current roster:
  • Horizon Media: media buying & planning
  • Pavone Marketing Group: creative
  • Coyne: PR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.