Millennial, Gen-X Opps: Peloton quickly replaces top marketer (Score 72)

Sales lead: Reach out now to offer ad space & inquire about agency opportunities. 

• Peloton did not waste any time filling the CMO vacancy we recently told you about.
• The company already named Lauren Weinberg its new CMO.
• Weinberg joins from QuickBooks where she spent just two months as chief marketing & revenue officer.
• Before that, she was CMO of Square. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Keep increasing digital spend 
• Experiment with new marketing channels
• Review agency roster/seek additional assistance 

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

• YTD spend: Peloton spent around $77.2m on national TV ads YTD, an 8% decrease from $84m 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 about $81.4m on digital display ads YTD, a significant increase from the $38.9m spent in this channel during the same time period of 2022. 
• YTD data: 10.2b impressions via YouTube (37%), Facebook (35%), Instagram (22%), desktop video (4%), 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: The new CMO may review these relationships or seek additional help, so get in touch now to be top-of-mind. 
• Current roster:
  • Stink Studios: creative
  • Horizon Media: media & digital AOR