Male Gen-X, Millennial Opps: Papa Johns completes creative review (Score 79)

Sales lead: Start reaching out now to offer ad space. 

• Papa Johns (PJ) just wrapped up the creative review we told you about in November. 
• The company selected The Martin Agency as its new creative AOR.
• The agency's first creative work is scheduled for spring 2024. 
• This replaces the incumbent shop Camp + King. 

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

The company will likely:

• Make additional agency changes (two reviews this year)
• Ramp up ad spend
• Launch an ad campaign

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

• YTD spend: PJ spent nearly $84.9m on national TV ads YTD, down 5% from $89.9m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 5% from $91.5m in 2021 to $96m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, College Football, SportsCenter, and Friends. 

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

• YTD spend: PJ spent nearly $33.3m on digital display ads YTD, close to the $33.5m spent in this channel during the same time period of 2022. 
• YTD data: 3.8b impressions via Facebook (51%), YouTube (18%), desktop video (17%), Instagram (13%), desktop display (2%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend increased by 11% from $28.2m in 2021 to $31.2m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, twitch.tv, instagram.com, and wwe.com. 

Additional channel insights  

• PJ also utilizes OOH, print, radio, and local broadcast.
• Top podcasts sponsored: The Glenn Beck Program, Hidden Killers With Tony Brueski | True Crime News & Commentary, The Dana Show with Dana Loesch, The Sports Junkies, and The Ken Coleman Show. 

Agency analysis:

• Opportunity: Get in touch to see if PJ is looking for any more agency assitance. 
• Current roster:
  • Carat: media AOR
  • Nimbus: multicultural AOR
  • The Martin Agency: creative AOR