Gen-X, Millennial Opps: Peloton CMO departs after short tenure (Score 56)

Sales lead: Keep an eye on this company so that you can reach out as soon as Peloton names a replacement. 

• Peloton lost its CMO, Leslie Berland, after less than a year in the position. 
• Berland is now the CMO of Verizon.
• We will be sure to let you know as soon as Peloton announces a replacement. 

Target demographic: Gen-Xers & millennials

Once it hires a new CMO, the company will likely:

• Continue ramping up digital ad spend
• Try new marketing channels
• Review the current agency roster

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

• YTD spend: Peloton spent approximately $75m on national TV ads YTD, an 8% decrease from $81.1 m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $198.2m in 2021 to $92.2m in 2022. 
• Ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Gunsmoke, On Patrol: Live, The Andy Griffith Show, and Two and a Half Men. 

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

• YTD spend: Peloton spent almost $80m on digital display ads YTD, about double the $38.9m spent in this channel during the same time period of 2022. 
• YTD data: 10.1b impressions via YouTube (44%), Facebook (32%), Instagram (20%), desktop video (3%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend fell by 33% from $66.1m in 2021 to $44m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and maxpreps.com. It placed 1% of these ads indirectly through Amazon DSP onto sites such as msn.com, realsimple.com, seriouseats.com, people.com, and weather.com. 

Additional channel insights   

• Top podcasts sponsored: Stuff You Should Know, Morbid, The Matt Walsh Show, Casefile True Crime, and The Herd with Colin Cowherd.

Agency analysis:

• Opportunity: Start working on your pitches so that you are prepared to reach out as soon as Peloton finds a new CMO. 
• Current roster:
  • Stink Studios: creative
  • Horizon Media: media & digital AOR
  • John McNeil Studio: creative