Male Millennial, Gen-Z Opps: Zaxby's announces media review (Score 71)

Sales lead: Reach out now to participate in the media review. 

• Zaxby's recently put its media account up for review.
• Empower won the account about a year ago. 
• It was responsible for local and national media planning/buying. 
• The Burnett Collective is handling the review for Zaxby's.

Target demographic: Gen-Z & millennials with a male skew

The company will likely:

• Revise media strategy
• Continue moving ad dollars from TV to digital
• Make additional agency changes

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

• YTD spend: Zaxby's spent approximately $643.9k on national TV ads YTD, down 50% from $1.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 62% from $3.7m in 2021 to $1.4m in 2022. 
• Ad programming: It placed ads during programming such as MLB Baseball, World Poker Tour, NBA Basketball, Tennis Classics, and Rodeo. 

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

• YTD spend: Zaxby's spent around $17m on digital display ads YTD, a 50% increase from $11.3m spent in this channel during the same time period of 2022. 
• YTD data: 2.1b impressions via Facebook (49%), YouTube (29%), Instagram (20%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend jumped from $7m in 2021 to $16.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.tv, and dailymail.co.uk. 

Additional channel insights  

• Vivvix: Zaxby's also utilizes OOH, radio, and local broadcast.
• Top podcasts sponsored: Le Batard & Friends Network, Best Real Estate Investing Advice Ever, and Shutdown Fullcast. 

Agency analysis:

• Opportunity: Contact Zaxby's DMs as soon as possible to get your media pitches in. 
• Current roster:
  • The Tombras Group: creative AOR