Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Gen-X, Millennial Parents Opps: Chuck E. Cheese hires CMO amid spend declines (Score 50)
Sales lead: Reach out to the new CMO now to be top-of-mind. 
- Chuck E. Cheese (CEC) named Mark Kupferman chief insights and marketing officer in November 2023.
- Kupferman most recently served as SVP and CCO of Ruth's Chris Steak House.
- He is now responsible for marketing, menu innovation, communications, and customer experience.
Target demographic: Gen-X & millennial parents
The company will likely:
- Significantly increase ad spend
- Experiment with new ad channels
- Build out the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: CEC spent nearly $5.2m on national TV ads YTD, a 9% decrease from $5.7m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend jumped 81% from $3.6m in 2021 to $6.5m in 2022.
- Ad programming: It placed ads during programming such as PAW Patrol, SpongeBob SquarePants, The Loud House, The Amazing World of Gumball, and Cocomelon.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: CEC spent around $4.7m on digital display ads YTD, just 58% of the $8.1m spent in this channel during the same time period of 2022.
- YTD data: 629m impressions via Facebook (66%), YouTube (18%), and Instagram (15%).
- 2021-2022 spend: Full-year spend increased by 14% from $7.9m in 2021 to $9m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, and instagram.com.
Additional channel insights
- Vivvix: CEC also invests in OOH, radio, and local broadcast.
- Top podcasts sponsored: MURDERISH.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency shifts.
- Current roster:
