Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Momvertising Opps: Tyson Foods to continue increasing spend, hires marketing DM (Score 78)
Sales lead: Get in touch to offer ad space & inquire about agency work. 
- Tyson Foods has significantly increased ad spend so far in 2023.
- Per its recent Q4 earnings report, the company will continue increasing spend while searching for high ROI opportunities.
- Tyson's primary goal is to support its branded foods business.
- The company is also working on utilizing data to target consumers more effectively.
In other news:
- Tyson hired Jeremy Keenan as marketing communications, design, and corporate communications SVP in August 2023.
- Keenan joined from WestRock where he served as global product marketing VP.
- He appears to be one of the company's top marketers.
Target demographic: Primary shoppers/moms (Gen-X & millennial women)
The company will likely:
- Continue increasing ad spend
- Shift ad dollars to find optimal ROI
- Seek additional agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- Please click here to view our national TV spend chart for Tyson's top brands.
- The company has increased spend YTD for all of its brands.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Tyson spent around $47.6m on digital display ads YTD, a 70% increase from $28m spent in this channel during the same time period of 2022.
- YTD data: 6b impressions via Facebook (35%), Instagram (31%), YouTube (25%), desktop display (6%), mobile display (1%), and desktop video (1%).
- 2021-2022 spend: Full-year spend increased by 6% from $29m in 2021 to $30.8m in 2022.
- Ad location: It placed 95% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, walmart.com, and amazon.com. It placed 5% of these ads through multiple indirect channels onto sites such as walmart.com, buzzfeed.com, aol.com, mail.aol.com, and realtor.com.
Additional channel insights
- Vivvix: Tyson also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: Today Explained, Markley, van Camp and Robbins, Dave & Chuck the Freak: Full Show, The Podcast of the Lotus Eaters, and The Tom Woods Show.
Agency analysis:
- Opportunity: Reach out now to be top-of-mind because the recent DM hire may lead to roster shifts.
- Current roster:
