Gen-X, Millennial Opps: iFIT brings in CMO with agency experience (Score 61)

Sales lead: This hire will directly impact the company's ad spend & agency roster.

iFIT Health & Fitness recently hired Mark Phillips as CMO.
Phillips brings agency experience from his most recent position as McKinsey & Company's CMO.
He is focused on revitalizing NordicTrack, iFIT's top brand.

Target demographic: Gen-Xers & millennials

The company will likely:

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

YTD spend: NordicTrack has not aired a national TV ad so far in 2023.
2021-2022 spend: Full-year spend dropped considerably from $46.7m in 2021 to $4.3m in 2022.
2022 ad programming: It placed ads during programming such as The Tonight Show Starring Jimmy Fallon, Chicago Fire, Chicago Med, NFL Football, and That's My Jam.

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

YTD spend: iFIT spent approximately $9.8m on digital display ads YTD, up 11% from $8.8m spent in this channel during the same time period of 2022.
YTD data: 1.3b impressions via Facebook (57%), Instagram (28%), YouTube (14%), and desktop display (1%).
2021-2022 spend: Full-year spend plummeted from $67.3m in 2021 to $9.4m in 2022.
Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, ebay.com, and yahoo.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as yahoo.com, football.fantasysports.yahoo.com, foxnews.com, komonews.com, and nytimes.com.

Additional channel insights

Agency analysis:

Opportunity: Contact the new CMO now to see if you can pick up some of iFIT's business.
Current roster:
- OMD: media, digital, & social AOR
- Broadbeam Media: media buying AOR
- SHIFT Communications: PR
- AKQA: creative
- In-house: media

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.