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Q4 2023 12 for ‘24 – Fitness & Weight Loss

Kelly Alexander — Fri, 29 Dec 2023 18:21:29 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising for fitness & weight loss industry.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

Read on for our exclusive analysis of this category poised to fizzle up in 2024 based on the latest national advertising insights. For more updates like this, stay tuned. Subscribe to our blog for more.

Ad spend through November 2023 was over $917 million after decreasing 14% YoY. The nearly 900 companies’ advertising is flat compared to 2022, while brands or product lines slimmed down by 4% YoY to 1.1k.

A big driver of the advertising investment decrease was Aviron Interactive, down by 99% this year, and why August’s ad spend saw such a steep decline of 69% YoY.

Not surprisingly, these fitness and weight loss advertisers leaned into the first quarter as potential customers aspire to a fitter lifestyle jump-starting the New Year. Q1 2023 reached $316mm, which was a 20% YoY expansion from Q1 2022.

TV was the reigning media snagging over half of the advertising dollars. Closely following are online video ads reaching $294mm after scaling back by 37% YoY. The remaining was a mix of print, paid social, native, display, and OTT – all stretching past $10mm. Podcast spending floated around $2.7mm and email, webinar/whitepaper, and mobile advertising were tracked as well.

Top Fitness & Weight Loss Brands to Watch in 2024

MediaRadar’s data sample revealed three top spenders in the space, weight loss services, fitness equipment, and weight loss prescription advertisers, were responsible for over $826 million in ad spend this year, which is 90% of the total. Each adjusted differently in 2023 with athletic and fitness equipment companies putting the brakes on ad spend by contributing 47% YoY less than they did in 2022.

12 out of the over one thousand fitness & weight loss brands are highlighted below. Each of which spent over $6 million so far this year. Combined advertising investment was $640 million after collectively increasing by 83% YoY, compared to the same period in 2022.

Peloton Bikes (Division), part of Peloton Interactive, Inc., was fairly flat with a modest 2% YoY increase to $185 million, despite its parent company’s bumpy terrain as of late. Online video ads captured 60% ($112 million), followed by cable at 28% ($51 million). Video through OTT, OTV, TV, and paid social was 97% of the investment. YouTube’s Music channels, MTV, and ESPN captured 44% of the bikes’ video advertising.

GOLO, LLC leaned into its advertising spend by 71% more year-over-year in 2023 reaching nearly $148 million. National cable and broadcast ads were at 98% and there was $2.5mm in digital media mostly landing with OLV and OTT outlets. Peak spending occurred with Fox in January and ESPN captured the most TV dollars during October. Other top networks where GOLO’s ads were placed included Hallmark, TBS, and CBS.

Wegovy loosened its belt on advertising to spend more than $131 million through November. Digital media was the focus, with OLV ads at 99% of the spend. Ad tech providers were responsible for 99% of the investment, which was the majority with YouTube ads longer than 60 seconds. The weight loss prescription, along with Ozempic, isn’t a stranger to the public. It was mentioned in diabetes and obesity prescriptions advertising data featured in CNBC’s article among many others.

Weight Watchers (Brand) spent over $75 million, which is a 31% YoY expansion from the same period last year. The concentration was in TV with nearly $64mm invested. Digital media surged by 48% YoY to $11.5mm, with a mix of display, paid social, and online video. Despite declines in both broadcast and OLV, video dollars exceeded $68mm across more than 200 outlets. Most ads were 11 to 15 seconds with MTV, TBS, and Lifetime at 15% of the video dollars.

LegXercise wasn’t skimping on advertising this year with over $28 million spent through November, after pumping up investment by 403% YoY. There was consistent spending throughout 2023 with peak months occurring January, July, and October. ESPN, E! Entertainment Television, and Fox News Channel saw over half of the spend from the fitness equipment brand. Ads varied across programming channels from reality TV, movies, sitcoms, sports information, and pro football.

Nutrisystem Plans & Pricing increased advertising spending by over a whopping 1000% YoY to nearly $23 million. This weight loss service making the list, spread ads across 41 cable and six broadcast networks including ABC, CBS, and Fox News Planet with the largest spend in news programming. It also ran digital video on 20 sites, which was less than $7k, but shows expansion for the brand to place pricing & plan creative online.

Jenny Craig, Inc. stacked ad spend up by 38% YoY to $20.2 million this year, with dollars concentrated in Q1 2023 as eating goals and resolutions commence. Cable snagged 85% of the spend across TBS, Fox, Lifetime, A&E Network, and 33 other cable networks. It also ran digital video on 81 sites. There’s an agency relationship with Horizon Next and a predicted RFP in January was noted for the weight loss service.

Groove Life Corp up its ad investment by 168% to nearly $13 million. The direct-to-consumer fitness equipment brand dedicated the majority to digital media, but not by much. Decreases were seen in native, display, print, and exhibit space among others, while cable, paid social, and podcast increased YoY by at least 260%. Groove Life’s peak integrated spending occurred in June, September, and November.

Mad Muscles was at 100% digital advertising for its fitness website, and lifted spend above $9.4 million with 87% placed through ad tech providers. The brand leaned into digital display with $5.5mm – 59% of the total ad spend. Its $1.7mm of video spend went to Instagram, Facebook, and TikTok, which saw 97% of that.

HydroxyCut spent more than $11 million so far this year with a 42% TV, 40% digital, and 18% print media mix. The weight loss supplement ran with nearly 100 outlets such as Star Magazine, TLC, and YouTube’s Society & Culture channels among others. Integrated peak spending happened in Q1 then digital dollars ramped up from September, peaking in November.

Found Health, Inc spent $6.4 million from June to November with 100% as paid social investment. Buys were 89% programmatic. The weight loss service spent with OLV, webinar/whitepaper, and email tracked, which combined is less than $650k. Video was 68% ($4.36mm) with ads varying in length, but most dollars concentrated on 11 to 30 seconds in length.

WaterRower’s increase by more than 1000% YoY rippled into more than $6 million spent, mostly on online video advertising. There was exhibit and print spending of less than $16k tracked. Peak spending was in Q4. Over half of the video spend was placed with YouTube’s Health & Fitness, Comedy, and Sports channels. Pre-roll placements were 54% of the $6.4mm video investment. Ads were tracked in 37 states, showing WaterRower is reaching a wider geographic audience compared to fitness equipment advertisers, which run in an average of 18 states.

Use MediaRadar to better understand how advertising investment is shifting in your market. MediaRadar will help you uncover new prospects, prepare your pitch, and connect with the right decision-makers at the right time. Request a completely customized demo of MediaRadar today.

Q4 2023 12 for ‘24 – Gambling & Casinos

Kelly Alexander — Thu, 28 Dec 2023 17:30:04 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed gambling and casinos advertising.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample estimated that $734.8mm was spent by casinos, fantasy sports leagues, and gambling websites among others to advertise through November 2023. Ad spend remained relatively flat from the $733.5mm spent in 2022 during the same period.

While Q1 and Q2 both increased by 14% YoY and 4% YoY respectively, Q3 dropped by 25% YoY. It’s too soon to see if December will result in any expansion for Q4, but October saw an 8% YoY uptick and November was up by 6% YoY.

Sports leagues placed their bets this year to the tune of $441 million, which is 60% of the ad spend in this space, after increasing by 4% YoY. TV was at 85% of the spend for these advertisers.

TV was the preferred method to capture audiences at 64% ($472mm). Paid social ads were at 17%, followed by digital display ads being 9%, or $69mm.

Gambling websites spent more than $183mm, accounting for a quarter of the $735mm investment through November. TV and paid social were each 36% of the spend hovering around $66mm, followed by digital display at 18%, $34mm.

Gambling & Casinos Advertisers to Watch in 2024

Below are 12 out of the 700 brands advertising in the gambling space. Each show increases in advertising spend compared to the same period in 2022. Collectively, these 12 saw a 126% surge in spending bringing combined spend to $430 million so far this year.

FanDuel decreased its overall spending by 12% YoY, yet it still became a top advertiser in the gambling realm with over $264 million invested. FanDuel’s ad mix saw decreases in broadcast, print, and a few digital formats. TV overall downshifted by 17% YoY to $238mm (90% of spending), but digital’s increase by 75% YoY to $26mm helped to offset that. Peak spending follows the football season (Q1 and ramp up end of Q3). NFL Football, Super Bowl 57, and its pregame captured the majority of TV dollars. Fanduel dedicated $138mm Pro Football TV programming.

PrizePicks invested nearly $106 million thanks to an increase of over 400% YoY. TV, mostly cable (91% of total spend) was chosen this year with $100mm dedicated to the format. Peak spending was in November with over $21mm in ad dollars. The brand had the highest primetime spend in February with $10mm and again in November at $9mm. Overall primetime captured $42mm of its TV ads this year. There’s an upcoming RFP predicted in February.

Bet365, the sports betting website, leaned into broadcast TV at 84% ($35mm) of the $41 million spent through November. Overall advertising saw a 79% YoY spike. The remaining spend was placed on digital display ($5.9mm, 14%) and a mix of native, cable, mobile, and podcast. Football Night in America and MLB Baseball were two top shows garnering more than $10mm combined. Peak spending happened in March and then ramped up again starting in September.

Chumba Casino placed a $27 million bet on 100% digital ad spend this year with an increase of 23% YoY. Paid social advertising was a concentration, with Facebook alone snagging 26% of the total. Podcasting was Chumba’s next focus with more than $5.7mm dedicated to the format. The Sean Hannity Show, The Herd with Colin Cowherd, and The Dana Show with Dana Loesch were some top podcasts running ads for the gambling website. The majority were 30 seconds long with 50% placed mid-roll.

Golden Nugget Hotels & Casinos invested $22 million to reach potential casino guests through November 2023. That’s a leap of 616% YoY, with a heavy TV focus. There was less than $100k spent with digital and print media. Ads were placed across five broadcast networks including CBS, and CW, among others. Golden Nugget’s largest primetime spend is against news-interview programming with top three shows: The Point, Inside Edition, and College Football.

Underdog Fantasy’s ad spend topped $25 million this year after increasing by over 60%. Cable ad dollars were at $20.8mm (82%) thanks to a 40% YoY increase. Ads were running throughout the year, but the first spend spike was tracked starting in September. Top programming was reality TV, movies, and sitcoms, which all saw more than $3.5mm each. Some shows included Friends, Catfish, and Rick and Morty.

Sorare’s advertising slammed more than $11.4 million towards reaching audiences so far this year. That’s an increase of over 1000% compared to the same period last year. Online video was at 65% with $7.4mm spent, followed by cable ad dollars surpassing $2mm. Overall video spending for the brand was at 82% of spend, stretching over $9.4mm with the majority being 11 to 15 seconds. Sorare spent the most video with MLB Major League Baseball, MLB Network, and NBA TV with these three bagging 99% of video dollars. Pre-Roll accounted for 99% of its OLV budget of $7.4mm.

Global Poker upped its advertising spend by 535% YoY to more than $6.6 million. TikTok, Instagram, and Facebook were 99% of that, with 95% programmatically placed. Consistent buying patterns have been using Sizmek over the last 12 months. Peak spending occurred in July and October. Ads were tracked in 12 states, which is a more narrow geographic audience compared to similar advertisers running OTT or OLV ads in an average of 15 states.

Betway Limited invested $6.8 million in advertising 100% digitally, with 55% of that bought programmatically. Most of which were display ad dollars, which exceeded $6.7mm. Betway’s most purchased were medium box ads and the average display CPM was $1.52 through 45% open auction, 39% private auction, and the remaining curated marketplace. November is when advertising started with $5.8mm spent.

NYRA Bets’ advertising ante was upped by 18% YoY to more than $6 million placed 99% programmatically. The NY Racing Association went the social route with over 90% of ad dollars going toward Instagram, Facebook, and X (formerly Twitter). Nearly $5mm (81%) were video ads, mostly 11 to 15 seconds long. Peak spending occurred in April and May with investment tampering down coming into Q4, with less than $70k spent in November.

Wind Creek Bethlehem’s $8.6 million advertising spend through November was a result of increasing by over 1000% YoY. The casino’s focus was TV viewers with 96% of its spending dedicated to broadcast and cable TV. The top TV programming category was drama via three cable and five broadcast networks including CBS, ABC, and Fox among others. Digital media such as OTT and paid social saw an overall increase of 96% YOY to over $50k. Print media saw a 20% YoY uptick to nearly $250k. March and April are when peak spending occurs.

BetRivers placed nearly $2 million toward advertising this year after an uptick of over 1000% YoY. The bulk of dollars went towards digital display at almost $1mm, followed by online video. The casino and sportsbook placed 65% of that programmatically. There were concentrated and consistent buying patterns with Adelphic, as an ad tech provider, over the last 12 months. Video spend was around $900k with MSN, The Washington Post, and FOX News, capturing 44% of that.

Q4 2023 12 for ‘24 – Baby & Kids

Kelly Alexander — Wed, 27 Dec 2023 17:57:30 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising for baby & kids’ brands.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample estimated over $1.5 billion was spent by baby & kids advertisers through November 2023. That’s a jump of 20% YoY compared to the $1.3b invested during the same time in 2022. The number of companies spending also increased by over 33% to three thousand.

The only quarter that saw a decrease was Q3, which was down by 8% YoY to $362mm. With only two months into Q4, the quarter already saw a 9% YoY uptick compared to 2022.

Digital media exceeded $1.25b (82%) of the total spend. Online video captured 43% with a 33% YoY bounce up to over $649mm. Next up, native spend with retail media services such as Amazon, Target, and Walmart, grew by 75% YoY. TV spend decreased by over 33% to $261mm and print media was slashed by 23% YoY to $11.8mm.

Toy and game advertisers drove this arena contributing 61% of the investment totaling over $928 million. Diaper companies spent $216mm, which was 14% of the category spend. Growing the most YoY by 131% YoY was baby & kids’ accessories advertising, which reached over $125mm.

12 Baby & Kids Advertisers to Watch in 2024

Out of 3.5 thousand baby & kids brands that advertised this year, 12 are highlighted below. All spent more than $9.8 million, some of which started their ad spend this quarter. The combined spend was $335 million through November 2023. These brands saw a collective year-over-year growth of 88% compared to the same period last year.

LEGO spent $141 million advertising its product lines ranging from LEGO Technic to LEGO Star Wars with 91% of that dedicated to video ads. The OLV, paid social, and TV ads were predominantly 30 seconds or less. YouTube’s Kid’s Education & Entertainment, Gaming, and Music channels captured 55% of the $128mm video spending. TV spending was at $24.4mm and went toward programs like Nick at Nite among others. Over half (54%) of LEGO’s OTT and OLV investment of $104mm was on mid-roll placements. Digital media advertising built up by 46% compared to the same period in 2022.

Mattel Barbie’s advertising expanded by 77% YoY to more than $51 million through November 2023. The doll’s digital spend was up by a whopping 500% YoY to $35mm with a concentration in online video ads. As the holiday approached, peak integrated spending happened in Q4. Video investment through OLV, TV, paid social, and OTT reached $49mm. YouTube – Kid’s Education & Entertainment and Society & Culture channels along with Nickelodeon saw 67% of that. Pre-Roll accounted for 65% of Mattel Barbie’s $33mm OTT and OLV spending.

Huggies wrapped up the first 11 months of 2023 with over $108 in digital, print, and national TV advertising. The brand’s increase by 52% YoY occurred in all media with TV ads over 67% of the spend, $73mm with cable up by 75% YoY, while broadcast dipped by 27% YoY. Huggies spent the most video dollars with MTV, E! Entertainment Television, and ABC. These three outlets accounted for 26% of its $79mm towards the format. Native advertising spiked by 105% YoY to nearly $20mm with an average ad duration of one month. MediaRadar tracked three months as its longest duration on Parenting.com. The diaper brand bought native directly with MSN Money and Scary Mommy.

Baby Born went 100% with online video (less than $2k towards native ads) spending nearly $33 million advertising its doll through November 2032. That’s $7.7mm in October and $25mm in November in time to get into children’s hands for the holidays. Ads placed were longer than 45 seconds with YouTube’s Education & Entertainment, Society & Culture, and Music channels getting 96% of the OLV ads. As the brand strategizes for 2024, consider MediaRadar’s Outreach Writer’s to help customize a pitch.

KiwiCo, Inc’s advertising dollars excelled past $22 million with shift of TV increasing by 74% YoY to $9.7mm and digital media saw a $12.3mm investment after leaping by 131% YoY. The educational toy’s digital media was focused on display (+1000% YoY) and paid social – both saw more than $5mm spent. Direct placements were 49% of the ads across 75 plus outlets with peak spending in Q4.

Cry Babies Magic Tears shimmered to over $21 million in 100% online video. The toy brand reduced TV ads to less than $65k while enhancing digital by 1000% YoY. OLV was 100% placed through ad tech with peak spending starting October. Around $20.6mm was devoted to ads 16 to 30 seconds long, the remaining dollars were spent on 31 to 60 second ads.

Carter’s, Inc. ad spend saw a 56% YoY uptick to nearly $29 million through November 2023 nestled in various digital formats. Online video (+1000% YoY) and native (+264% YoY) both saw investments of $8mm. Its digital ads span over 230 outlets and were 75% placed programmatically. Peak spending was Q1 in February to around $6mm but ads have been averaging $2mm or more each month.

Hot Wheels is speeding close to $20 million in advertising with an ad mix focused on digital media, which surpassed $14mm. TV was the only decrease of 9% YoY, but that didn’t put a pothole in its overall increase of 83% YoY. Video advertising had a big seat with over 97% of the spend going to OLV, TV, paid social, and OTT ads. Its preferred length was 11 to 15 second, which had all $5.7mm of TV and $8mm of OLV dollars. For OLV YouTube’s Kid’s Education & Entertainment channels was a top outlet and TV Nickelodeon snagged the most spend.

Aquabeads was heavily submerged in online video with more than $25mm spent after increasing by 548% YoY. There was less than $41k of native ads after a 85% YoY plunge of investment in the format. Its brand kept all ads between 16 to 30 seconds with 90% dedicated to three YouTube channels: Kid’s Education & Entertainment, Society & Culture, and Music. Pre-roll placements accounted for 85% of the spend.

Rainbocorns’ advertising kicked off in Q4 2023 and it has already invested over $11.4 million with 100% digitally focused. Online video was the format the toy brand settled into this year, although there were some native direct ads placed with Target and Walmart among others. MediaRadar shows an agency relationship with Blue Plate Media and recently verified contact details.

Play-Doh Kitchen Creations baked in a 23% YoY increase of advertising to $10.5 million through November 2023. National cable TV spend reached $7mm after rising by 24% from last year during the same period. Digital spending saw a 7% YoY bump to $3.5mm with 31% of that being direct buys. OLV ads dipped by 22% YoY while native ads jumped by over 560% YoY. Peak spending occurred in March.

Youtooz, LLC took the paid social route with its $9.9 million in ad spend so far this year. Facebook, Instagram, and TikTok all saw increases by over 100% YoY. Social video was 56% at $5.6mm with ad lengths varying, most concentration seen with those less than 30 seconds long. MediaRadar’s CPM Insights places recommended pricing for open auction OLV buys between $4.63 and $5.65 based on brand buying behaviors in the toy & game space.

Q4 2023 12 for ‘24 – Alcohol

Kelly Alexander — Tue, 26 Dec 2023 17:25:45 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising within the alcohol space.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample estimates over $1.4 billion spent by 1.6k companies through November 2023. Ad spend dipped by 3% YoY and the number of companies was down by 8% compared to the same period last year.

Q1 saw the largest reduction at 15% YoY and Q2 and Q3 were down 2% to 3% YoY. Yet so far, Q4 started with October and November both up at least by 10% YoY.

Overwhelmingly, the beer advertisers drive the alcohol space contributing over $740 million, over half of the category’s spend.

12 Alcohol Advertisers to Watch in 2024

Twelve top spending alcohol brands ranging from beer to wine accessories that increased this year are highlighted below. Each spent more than $9 million and several capitalized on the Super Bowl LVII’s plash of expanding alcohol brands. Over $376mm was invested from these 12 beer, wine, and spirits advertisers after a collective 114% YoY increase through November.

Bud Light poured over $113 million into advertising through November. That’s a 48% YoY increase. TV increasing by 35% YoY to almost $90mm was in part of the Super Bowl LVII appearance. Its peak spending geared up again as football season commenced. Weekend afternoon TV ads nearly reached $8mm followed by daytime ads placed around $4mm. Digital spending, driven by OLV, bumped up by 141% YoY to over $23mm. There’s an upcoming RFP predicted in May too.

The Crown Royal Company, another alcohol brand that made 2023’s big game, spent more than $46 million through November. That’s increasing advertising by 33% YoY compared to 2022. Super Bowl LVII’s audience wasn’t the only to see the brand on TV, but over $27mm of the $46mm of TV ads were placed on Pro Football programming. The whiskey brand has the most video spend with Fox, CBS,, and NBC, which captured 62% of its $44mm invested towards video ads through TV, OTT, and OLV.

Miller Lite increased by 18% YoY to $44mm and the majority of dollars were dedicated to TV sports fans this year. Fox, ESPN, and CBS sacked 43% of its video ad spend of $41mm. TV ads were 11 to 30 seconds long while other formats saw a wider length range of 1 to 15 seconds. Miller Lite spent the most OTT and OLV budget on mid-roll placements, which accounted for a quarter the combined OTT and OLV investment of $9.76 mm. Integrated peak spending for the beer brand happened Q3.

Busch invested over $25 million after a 122% YoY increase through November. It was another beer brand showing up for the Super Bowl LVII, not only during the big game, but also for Pregame show audiences. Busch’s TV ads were also seen during episodes of The Office, NASCAR Cup Series and impractical jokers among hundreds of other shows This drove the cable spend’s over 1000% spike to surpass broadcast investment to $13mm; broadcast networks captured $10mm. There’s a predicted RFP in May, so dig into the details of the digital format expansions with MediaRadar.

Blue Moon Brewing Company, another Molson Coors’ brand, nearly reached $25 million in ad dollars this year after upping spend by 87% YoY. Its TV ads increased by 44% YoY to 67% of the overall advertising. Its digital spend surged by over 380% YoY to $8mm. Online video surpassed a $4.7mm investment so far. Both Facebook and Instagram advertising jumped by over 120% YoY. Video ads were $24.2mm (97% of spend) with Fox Network, ESPN, and Facebook accounting for 46% of that.

Remy Martin’s increase by 208% YoY to nearly $19 million through November was driven by joining the Super Bowl LVII’s list of alcohol advertisers. TV’s 754% YoY increase to $15mm resulted; $14mm went towards 46 to 60 second ads. Digital media decreased by 6% YoY to below $4mm. Video spend was 93% so far. The cognac brand leaned into paid social with increases seen with Facebook, Instagram, and X (formerly Twitter). There’s a predicated RFP in February, MediaRadar has recently verified contacts and shows a relationship with Mediahub New York.

Ketel One USA’s advertising saw an uptick of 47% YoY to nearly $22 million. TV was 86% of that with a 45% YoY bump from 2022 during the same period. Digital spending hovered around $3mm with a 107% YoY increase. Peak integrated spending occurred in April and June for the vodka brand. WE tv, ESPN, and HGTV saw 15% of the $21mm in video dollars through TV, OLV, and OTT. The $3mm of digital spend was placed 50/50 direct and through ad tech.

Brumate’s $16.7 million 100% digital ad investment through November really kicked off 2023’s last quarter. Prior to October, monthly spending didn’t exceed $85k. The wine accessories brand placed 36 outlets 100% programmatic buys all less than 15 seconds long. YouTube’s Society & Culture Channels, Entertainment & Movies, and Gaming channels alone captured 45% of Brumate’s $16.66 in video ads. Pre-roll placements accounted for 80% of that.

Jose Cuervo’s $14 million advertising was spiked into TV media, which increased by 278% YoY to over $10.6mm accounting for 73% of the total investment. The tequila brand’s appearance during the Super Bowl LVII Pregame with Fox amped up pro football programming over $8mm. Its TV ads were placed with 10 cable and two broadcast networks including ABC, Bravo, ESPN among others. Drill into the latest TV spots aired as recently as December 20th like the ad featuring UFC official logo and fighters.

Cayman Jack fueled its ad investment by 1000% YoY compared to 2022 to more than $11 million spent through November this year. Online video captured 88% of that, not surprising as 75% of cocktail/malt beverage advertisers placed video ads. The majority were 10 seconds or less. YouTube’s Music, Society & Culture, and Gaming channels captured half, over $5.5mm.

Casamigos Tequila was another alcoholic brand that surged by more than 1000% YoY. The ad investment exceeding $10mm was a 51% TV and 49% digital mix. Video ad placement was 94%, Major League Baseball MLB, TNT, and ESPN which comprised 87% of the $9 million spent towards video. The $4.5mm of OLV dollars was 97% pre-roll. There’s an upcoming April RFP predicted.

Barefoot Cellars went deep into TV media increasing by over 1000% YoY with NFL Pro Football showing its integrated peak spending months in January, October, and November. Placements were made with four cable and four broadcast networks including Fox, ABC, CBS, and ESPN among others. Video spend was 98% through TV, OLV, and OTT with most ads less than 15 seconds for the wine brand. MediaRadar shows an agency relationship with Universal McCann New York.

Q4 2023 12 for ‘24 – Automotive

Kelly Alexander — Mon, 25 Dec 2023 17:47:43 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising within the automotive industry.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample revealed over $6.38 billion spent by automotive makers, dealerships, auto websites, and parts & accessories advertisers through November 2023. There were over 9.3 thousand companies investing in ads for 13.4 thousand brands, models, or product lines.

Digital, print, and national TV ad spend decreased by 6% compared to the same period in 2022. The number of companies advertising dropped by 28% from the 12.9k spending through November last year. Although there’s fewer players in the space, dollars haven’t contracted as much.

Automotive models drove the vertical with more than $4.4 billion spent. That’s 70% of the spend. And they scaled back by 7% YoY. SUVs, the largest driver of models dipped by 11% YoY to $1.4b. Additionally, electric vehicles and trucks decreased by 7% YoY and 10% YoY respectively as import models increased by 10% YoY to $1.27 billion.

Auto parts & accessories advertisers stayed fairly flat at $564mm spent this year to advertise. Auto dealerships, new and used, reduced by 26% YoY to invest around $427mm.

Considering there are bug automakers such as Hydudai, GM, Toyota, it’s not surprising that TV ad spend came close to $3.4 billion despite a pull back of 14% YoY from 2022’s nearly $4b. Inversely, online video investment increased by 20% to more than $1.25 billion from automotive advertisers.

12 Auto Advertisers to Watch in 2024

Below are our highlighted 12 for ‘24 automotive brands, out of the 13.4 thousand, that show spending increases this year. Combined spend idled around $870 million after a collective 97% YoY spike.

GMC Sierra ramped up its ad investment by 60% YoY through November, reaching over $134 million. TV spending was up by 65% to nearly $109mm, which comprised 81% of the spend. There was also a 41% YoY expansion in digital media, in which 58% of the $25.6mm 58% was bought programmatically. Sierra’s OLV spending was close to $15mm concentrating on ads 16 to 30 seconds long. In terms of overall video placement with OLV and OTT, mid-roll accounted for 48% of the $19mm spent in these two digital formats. There’s also an upcoming RFP predicted in May for GMC’s pickup truck model.

AutoTrader increased its ad spend by 191% from last year to more than $132 million. Its concentration of dollars landed with online video with around $83mm spent after increasing by more than 700% YoY. There were paid social increases with Facebook, Instagram, Snapchat, and TikTok. The $34 million spent towards TV ads was a mix of both broadcast ($17.4mm) and cable ($16.3mm). Video advertising was 91% of spend through OLV, OTT, padi social, and TV with concentration buys placed with YouTube’s Kids & Education channels, Fox, and NBC. These three outlets captured 68% of the $121mm spent.

BMW of North America nearly reached $180 million in ad investment through November. Digital media increased by 92% YoY, print was up by 29% YoY and TV saw a 23% YoY decline. Overall, ad spend settled with 18% YoY growth from the same time last year. Digital media was driven by paid social ads, which increased with Meta platforms and TikTok. There was increased exhibit space and new sponsorship spending as well. Peak integrated spending happened in May and October.

WeatherTech Direct dipped slightly by 1% YoY still investing nearly $100 million to advertise its auto aftermarket products this year. There was peak spending in February, thanks to appearing during the Super Bowl game. And peak spending again in November with a creative campaign featuring red bows in time for the gift giving season. TV ads were 16 to 30 seconds with ABC World News Tonight, NBC Nightly News in addition to the Super Bowl LVII were top programs capturing ad placements.

Nissan Ariya spent over $69 million so far this year, which is a 24% YoY bump from the advertising dollars last year. TV spend dipped to $42mm and digital spending surged by 487% YoY with peak integrated spending occurring Q1. Online video was 25% of the ad spend topping $17mm. There were some print ads placed totalling less than $25k. Ariya’s TV programming centered around basketball with ESPN and CBS as top networks.

Ford F-150 invested nearly $67 million to advertise through November 2023 and leaned heavily into video spending. Over $65mm (97% of ad spend) was dedicated to OLV, OTT, and TV ads between 11 and 30 seconds long. Three outlets captured 71% of that spend – YouTube’s Automotive channels, Fox, and CBS. Drilling into campaigns, various were used spending on the video outlet and TV network.

eBay Motors revved up its advertising to over $57 million after increasing by 104% YoY this year. The auto online marketplace almost implemented a 50/50 TV and digital mix by increasing cable and broadcast advertising 429% compared to the same time last year. While it didn’t show during the big game, there was peak spending in February thanks to ad investment during the LVII’s Program show. Football Night in America was a top program as well. Three top TV networks included Fox, History, and Adult Swim.

RAM 1500 adjusted its advertising mix this year with an overall 220% YoY spike to more than $47 million. The truck was mostly seen on TV, which was $42.5mm between cable and broadcast. Both were up by over 280% YoY. Seven ad spots were tracked with high spend that were launched through the year. Inversely, its digital ads were down by 8% YoY overall with digital display ads driving the format.

Hankook Tire America’s nearly $48 million spent advertising was 85% dedicated to online video. Its overall increase by 112% YoY was driven by OLV amping to nearly $41mm, which is a 265% increase from the same period in 2022. Digital buys were a 80% programmatic and 20% direct mix with over 110 outlets. TV spend dropped to less than $650k and there were less than $65k in print ads placed. 2023’s

Cars.com, up by 124% YoY, spent over $38 million to advertise. Its concentration was digital media which surged by 142% from last year. Over half of the dollars was dedicated to OLV, which skyrocketed by over 1000% YoY. TV spend exceeded $5.7mm. Overall video was 74% of the ad investment with TV ads 11 to 30 seconds in length and OLV mostly saw ads 10 seconds or less. YouTube’s three channel categories: Society & Culture, Gaming, and Entertainment & Movies captured 35% of this spend. Of the $22mm spend with OLV, OTT, and paid social, 87% was mobile devices.

DieHard charged up its spending by 334% so far this year to $34 million. Online video was the format of choice at 90% of investment for the Advance Auto Parts battery brand. TV spending was down by 57% YoY. Even so, TV ads were $3.3mm. Video investment was 99% with TV focused on ads less than 30 seconds. OLV ads were 46 to 60 seconds long, $30mm spent.

CarBravo, which falls under General Motors’, spent more than $60 million from June when spending kicked off to November. And all of it was digital with 96% programmatically placed so far this year over 320 outlets. Direct buys were placed with The Weather Company and Kelley Blue Book among others. July, August, and November were peak spending months for the brand.

Q4 2023 12 for ‘24 – Beauty

Kelly Alexander — Sun, 24 Dec 2023 17:18:39 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising for beauty brands.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample of beauty ad investment revealed over $5.2 billion spent by 5.2 thousand companies advertising 11.6 thousand brands or product lines through November 2023. Ad spend dipped by 3% YoY, while the number of companies increased by 17% and brands/product lines were up by 11% YoY.

Advertisers scaled back investment this year compared to 2022’s post COVID spike when more people were traveling and returning into the office. The nearly 50% YoY increase in October was driven by P&G spiking spending by 147% that month for its brands like Old Spice among others. November’s $834mm was a 70% increase from the $485mm spent last year. All in time for holiday celebrations and gift giving.

TV continues to grab the majority of spend at 34% seeing nearly $1.8 billion even with a 10% YoY decrease. Beauty advertisers invested over $1.5b towards online video after a 35% YoY increase. Resulting in a 30% of beauty’s spend dedicated to OLV so far this year. Additionally, native rose 41% YoY to nearly $582mm. These three formats accounted for $3.9 billion of beauty’s ad spend.

Skincare and hair care ads saw a 6% YoY uptick while cosmetics ad spend was up by 3% compared to the same period in 2022. Deodorant spending increased 72% to $454 million through November 2023.

Some advertisers reducing ad spend included oral hygiene products reduced spend by 8%YoY to around $398mm. Additionally, bath & shower advertisers cooled off with a 20% YoY decrease to $227mm.

12 Beauty Advertisers to Watch in 2024

Below are 12 beauty brands highlighted ranging from deodorant to skincare, all of which increased advertising year-over-year through November 2023. Each spent more than $12 million. Combined ad investment from these 12 brands exceeded $475mm after a collective increase over 430% YoY.

Native Deodorants’ advertising through digital and print media skyrocketed in September. The overall spend jumped by over 1000% YoY to hover around $154 million through November 2023. The ad mix adjusted with a 100% decline in TV ads, while online video drove the year-over-year increase and new magazine ads ran. MediaRadar recommends maximum OLV pricing not to exceed $6.01 for deodorant advertisers as the recommended pricing range is $3.72 to $4.55.

Pantene Pro-V spent nearly $58 million through November advertising its hair care name after a 98% YoY increase. 2023’s strategy leaned into TV ads, which increased substantially by 172% YoY. As a result, over 92% of its ad spend was dedicated to cable (54%) and broadcast (38%) TV. Digital media dropped by 52% YoY to $4.2mm spent. Nearly 4.5% of that was native advertising, which reached $2.5mm thanks to increasing by 81% YoY.

CeraVe Moisturizers’ ad investment through November this year exceeded $74 million with a 9% increase from the same period in 2022. The ad mix adjusted with TV dipping by 3% YoY to $43mm, digital media overall increasing by 29% YoY to $30mm, and print was nearly 200% YoY to $537k. Of the digital buys, 52% were programmatic and 48% direct across 311 outlets.

Sensodyne invested nearly $93 million after increasing by 22% YoY. The toothpaste brand went with TV ad spent at $49.5mm (54%) and digital media was nearly $43mm with a mix of OLV, native, paid social among others. There were some print media ads placed as well in 2023. There’s an upcoming RFP predicted in May, so keep this in mind the online video increase by over 150% YoY and native spend exceeding $6mm – there’s digital expansion occurring.

Miss Dior Eau de Parfum spent over $49 million to advertise after increasing by 424% YoY compared to through November of 2022. Its dollars went into digital media to the tune of over 99%, with the majority dedicated to online video. OLV leaped by 881% YoY to $47.5mm. All video ads were 16 to 30 seconds long with the exception of OTT ads 31 to 45 seconds (less than $150k). There were concentrated buys with YouTube’s Music, Society & Culture, and Tech channels, which accounted for 63% of the $47.6mm video spend.

Schwarzkopf (Brand) blew out 2023 by increasing by over 1000% YoY to nearly $34 million to reach audiences. TV spending over $27mm which accounts for 80% of the total investment is new this year. The hair care brand’s peak spending occurred in March and August. The brand bought ads on 46 cable and six broadcast networks including A&E, ABC, Animal Planet and more with sitcoms as top placements. Its ads were tracked on over 2.4k TV shows ranging from The Big Bang Theory to Late Night With Seth Myers.

Tampax, one of P&G’s feminine hygiene brands, invested more than $24 million advertising digitally with a 512% YoY increase. Its strategy was video ads at 99% that were predominantly 16 to 30 seconds. Three of YouTube’s channels, Entertainment & Movies, Society & Culture, and Music, captured 48% of the brands video spend. Average online video CPM increases to around $7 for brands in Tampax’s space. Be prepared with other ad insights entering 2024.

Black Wolf increasing ad investment by nearly 500% YoY through November resulted in over $15 million with TV ads nearly 98% of that. The men’s hair care, skincare, and body wash product lines were seen on 40 cable and one broadcast networks including ESPN, CNBC, Fox among others. Overnight ads saw peak spending in February and March, while weekend afternoon ads saw the most spend during May and October.

GilletteLabs, P&G’s men’s grooming line, launched campaign spending this year with over $39 million spent through TV (51%)and online video (49%) with peak spending occurring in Q4. Both video media saw around $19mm spent with all ads less than 30 seconds. Fox , CBS, and YouTube’s Society & Culture channels saw 30% of the $39.2mm of video investment. Its preference was pre-roll placements, which accounted for 77% of the spend on over 100 digital and TV outlets.

Clarins Double Serum Collection nearly $39 million in advertising through November was 99% digitally placed with peak spending in time for the holidays. YouTube’s Beauty, Society & culture, and General Lifestyle channels snagged around $20mm alone of the video spend. The brand leaned into programmatic spending 97% and digital ads were tracked on over 65 outlets so far this year.

La Roche-Posay Anthelios Collection invested more than $13 million to advertise as expected a large ad spending occurred in May and June during peak sun exposure. It leaned into video ads at 91% with OLV, TV, and OTT and they were less than 15 seconds in length. YouTube’s Society & Culture, Music, and Gaming channels saw 42% of the collections’ total video ad spend of $12.16 mm. Pre-Roll accounted for 67% of that.

Burt’s Bees Lip Balm ads totalled over $12 million as the brands increased TV and digital formats overall by 304% YoY. Of the $8.2mm digital spend over 70 outlets, 65% was tracked as direct buys. OLV ad spend amped up by 303% YoY to $4.1mm and was a ⅓ of the total ad investment. Native ads weren’t too far behind at 31% after increasing by 296% to $3.9mm. Peak integrated spending occurred in Q1 with digital media peak spending month in November entering the winter season.

Q4 2023 12 for ‘24 – Food

Kelly Alexander — Sat, 23 Dec 2023 17:39:01 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising for food brands.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample estimated nearly $6 billion was invested by 4.5 thousand food companies from January through November 2023 via digital, print, and national TV outlets. That’s an 18% YoY increase in spend and a 5% YoY decrease in the company’s advertising.

TV, online video, and native were the top three formats bought by food advertisers. The three accounted for 82% of the spend with over $4.8 billion. OLV and native both increased by 98% and 16% YoY respectively. While TV declined 10% YoY to $2.3b, the media still captured 39% of the ad spend this year.

Unwrapping the food categories, over $2.7b was dedicated to advertising snacks and desserts. That’s 46% of the food vertical digital, print, and TV spending through November. Top advertisers in snacks & desserts increasing YoY included chocolate (up by 23% YoY), candy (up by 24% YoY), cookies (up by 179% YoY), and crackers (up 17%). These four snacks & desserts sub-verticals spent over $1.6 billion combined.

Others increasing year-over-year spend include breakfast food advertisers, up 20% to $434 million, dairy which increased by 21% to $324mm, and frozen foods which were up a staggering 91% YoY to over $210 million.

12 Food Advertisers to Watch in 2024

Of the 8,000 food brands that advertised so far in 2023, twelve brands from different food sub-verticals increased year-over-year. Each invested more than $7.5mm and combined spent nearly $567 million after a collective over 250% YoY spike. Interestingly, all embraced different ad mixes.

S&W Beans kicked off its 2023 campaign in October with over $81mm bought 99% programmatically. Ads were placed predominantly through YouTube’s Food and its Health & Fitness channels, with each capturing over $30mm. There was some paid social spend with Facebook and Tiktok. MediaRadar shows an agency relationship with space150, and one video ad in the campaign. It’ll be interesting to see how the 2024 ad strategy develops for this bean brand.

Fage Total Plain ad spend is up by over 1000% YoY to more than $12 million invested. The Greek yogurt brand leaned into national TV at 99% of its spend through November. Ads were bought on 21 cable and two broadcast networks including A&E Network, TBS, Fox News, and Hallmark, among others. The largest primetime spend is on reality programming. There was less than 1% dedicated to digital display and native. Peak spending occurred in January, May, and September.

Kodiak Flapjack & Waffle Mix was another advertiser that increased over 1000% YoY through November. The $18mm invested by the breakfast food was 98% online video with the remaining native, display, and mobile. Monthly digital spend was less than $240k until September when it spiked to $9.5mm. Kodiak spent most of its video budget on YouTube – Sports, Society & Culture, and Beauty Channels. These properties accounted for 62% of the $17.8mm video ad spend. Digital buys were 98% programmatic, with some direct placements with Target, The Walt Disney Company, and Walmart.

McCormick Spices increased brand spending by over 1000% YoY to $17.8 million. Native ads were 93% of that spend and YouTube’s Homepage and Playlist captured $16mm of McCormick’s investment to advertise its spices. There was an investment in paid social with Facebook and TikTok, estimated at less than $1mm. Not surprisingly for a CPG brand, there was retail media spend with Amazon.com, Target, and Walmart. Peak spending began at the end of Q3 in time for holiday meals. MediaRadar’s ad tool provides verified contacts and agency relationships.

GT’s Living Foods invested over $8 million in advertising through November with increases in online video and paid social. Video was 97% of the investment with 41% spent with YouTube’s Music, Society & Culture, and Gaming channels. This health food brand also purchased print ads with Convenience Store News (B2B) and The Philadelphia Inquirer (B2C). The exhibit space spend remained flat from 2022 by attending the Americas Food and Beverage Show & Conference. Peak spending is upcoming in H1 2024 for GT’s, so be prepared to offer an integrated ad mix with MediaRadar’s ad insights.

Lindt Lindor invested more $133 million through November 2023 after increasing by 93% YoY to advertise its chocolate product lines. Digital media was up by 137% to over $108mm, print increased by nearly 200% YoY reaching $633k, and TV spend was up by 5% YoY to $24mm. All OLV, OTT, and TV video ads were less than 30 seconds long. Peak integrated spending occurred in February and November.

Good & Gather, Target’s food label, invested more than $62mm through November after spiking by over 1000% YoY compared to 2022. TV media was 82% of the investment so far with $51mm in ads. Following is online video, which had over $11mm dedicated to the media. Overall video spending for the brand was 99% through TV, OLV, and OTT with all commercials being less than 30 seconds. Video spend with ABC Network, NBC, and ESPN accounted for 48% of the $62.3mm.

Pepperidge Farm Cookies’ 2023 advertising saw over a 1000% YoY increase to more than $33 million spent through November. Peak spending occurred in July and online video was 96% of the ad investment. The brand’s spend on pre-roll ads accounted for 60% of its total OTT and OLV budget of $32.72 mm. The ads were 16 to 30 seconds long.

Jimmy Dean spent over $58.6 million advertising through November with an overall increase of 25%YoY. Cable and broadcast TV increased by 22% YoY to over $33mm (57% of ad spend). Ads were placed on 43 cable and six broadcast networks including A&E and ABC among others. Digital spending was shy of $21 million after a 28% YoY increase. Online video was 18% of the spend and remained fairly flat at around $11mm. MediaRadar shows an agency relationship with Mindshare Chicago.

DiGiorno increased by a modest 5% YoY to invest over $30.5 million to advertise its frozen pizza. Digital media’s 56% YoY increase to $15mm offset the 22% YoY dip in TV advertising. Cable and broadcast ads were 49% of the spend, reaching over $15mm as well. Video spending was at 87% through TV, OLV, and OTT, with most ads being less than 15 seconds long. Native spend increased over 100% YoY to exceed $9mm.

Nature Valley Bars spiked by over 230% YoY to more than $83 million spent in national digital, print, and TV advertising with all formats up. Online video was the majority of spend after skyrocketing by over 1000% from 2022 with nearly $49mm invested. 59% was dedicated to OLV. TV spending through cable (28%) and broadcast (7%) totaled over $29mm. The granola bar’s peak integrated spend happened in Q4 – both October and November were over $16mm in ad dollars.

Trident’s advertising exceeded $38 million after increasing by 97% YoY, an increase driven by digital media. Nearly $31mm was dedicated to online video ads (80% of spend) after a 143% surge from 2022. TV spend was less than 15% with $5.6mm spent after a 9% YoY decrease. Peak digital spending was in November. It’s reaching a wider geographic audience across 42 states compared to similar advertisers in the Gum category, which were seen running OTT or OLV ads in an average of 18 states.

Q4 2023 12 for ‘24 – Technology

Kelly Alexander — Fri, 22 Dec 2023 17:28:27 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising in technology.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

MediaRadar’s data sample estimated that over $12.5 billion was spent with digital, print, and national TV media through November of 2023 by 22.8k tech companies. Ad spend decreased by 9% YoY, while the number of companies saw a 2% YoY decrease. Brands or product lines advertised saw a 3% YoY decrease to 32.8 thousand.

Electronics, telecommunication companies, and software drive tech spend accounted for 84% of the advertising – $10.6 billion (b). Collectively, these three were down by 9% YoY from the $11.6b spent in 2022. Telecom companies saw a 24% YoY increase, while electronics and software were both down by 11% and 26% YoY respectively.

Drilling into detailed advertising categories, all is not decreasing. Spending surges are occurring with cell providers, who saw an uptick of 40% YoY to $2.2b in ad buys. Website hosting and domain providers spiked by over 100% YoY. Cloud computing, prepaid wireless providers, and home security systems increased by 3% to 8% YoY. And this is just a few tech advertisers showing a ramp-up in ad spend from 2022 so far.

12 Technology Brands to Watch in 2024

MediaRadar’s data sample highlighted tech brands that increased advertising year-over-year through November 2023. Each tech brand or product line spent more than $14 million. These twelve tech advertisers spent more than $2 billion combined to showcase their brands or product lines after a collective 200% plus YoY increase.

Wix.com increased ad spend by over 90% YoY advertising its cloud-based web development services. 100% of the over $257mm was digital-focused. Specifically, online video (OLV), which increased by 114% YoY. Its placement of video ads on over 90 outlets captured 98% of the ad spend. The majority of video buys were pre-roll and over 60 seconds, with peak spending occurring in Q1. The remaining 2% was a mix of paid social, display, native, podcast, and OTT. Wix eCommerce which is included in the spend increased 90% YoY to $77mm.

Grammarly increased by over 100% YoY to over $108 million in ad buys this year. The writing software dedicated 86% of ad spend to OLV after a 155% YoY increase from 2022. Its ad mix shifted in 2023 with decreases in Facebook (down by 42%), Instagram (down by 67%), and national cable TV (down by 72%). Grammarly showed investment in other digital media ranging from digital displays to webinars and whitepapers. MediaRadar’s CPM Pricing Recommendations for OLV Open Auction is $1.84 to $2.25, based on its online average CPM of $2.05.

GoPro’s 2023 advertising reached $47 million through November 2023 thanks to a 435% YoY increase. The action cam’s online video spend was 86% of its investment with over a 1000% YoY increase. The majority of the remaining 14% went to paid social ads with small investments in display, native, and broadcast TV (less than $90k combined). Its video spend was concentrated on ads 15 seconds or less with mid-roll placement.

McAfee invested over $27 million with a 484% YoY increase to advertise its direct-to-consumer security software. Other than the new exhibit space spent at Consumer Electronics Show (CES), investment was digital, which was up by 535% YoY overall. OLV was 80% of the spend, exceeding $21mm. Digital display (up by 229% YoY) and native (up by 4% YoY) investment reached around 18% of the 2023 spend to date. McAfee’s video spend across 70 plus media outlets concentrated on ads 11 to 15 seconds in length.

Verkada is the outlier on this list of tech companies with 93% dedicated to paid social on Facebook and Instagram. Ad spend for its video surveillance equipment increased by 167% YoY to nearly $15 million. There were new media bought such as cable, display, email, and native. Over $6.5mm (44%) of the ads were video through Meta platforms, TV, and OLV. The tech advertiser also participated in seven events with the most spent at the International Conference & Exposition (ISC) West. This year it was new to event sponsorship.

OnePlus, a mobile phone, invested over $151 million in advertising after a 1000% YoY surge. Video ads through online video and paid social made up 98%, or over $148mm of the spending. Interestingly, there was a mix in length with around $75mm dedicated to 31 to 45-second ads and around $70mm worth of ads longer than 60 seconds. Nearly half of the video ads were placed with YouTube’s Kid’s Education & Entertainment, Gaming, and Entertainment & Movies channels.

T-Mobile Consumer topped $1.2 billion in digital, print, and TV ad dollars so far this year thanks to a 220% YoY increase. Digital media increased by 532% YoY and TV was up by 25% YoY, while print trade outlets saw a 63% YoY drop. The brand’s spend concentrated on online video with $837mm invested, but there was also $276mm spent on TV advertising. Video through all formats was over $1.1 billion leaning into ads 16 to 30 seconds long.

ShipStation, the shipping software, spent nearly $108 million after a 22% increase compared to the same period last year. National TV was 97% of the spend totalling $104mm after a 24% increase from 2022. TV ads were placed across 57 networks, notably, ESPN was a top outlet, capturing over $10mm during October alone. Pro Football programming was nearly $20mm of the spending. ShipStation is gearing up to capture sports audiences by also investing in sports information and college football programming.

Bose Corporation spent just under $224 million advertising its audio equipment lines including Bose Noise Canceling Headphones and its Earbuds. Overall, that’s a 77% year-over-year increase. Driven by digital media, spending went up by 80% YoY, hovering around $215mm. Most was dedicated to online video advertising, which increased by 90% YoY. TV spending totaled $8.3mm due to both broadcast and cable increases. Video spend through OLV, paid social and TV was $196mm.

ADT Security Services’ 50% YoY increase to nearly $58 million was a result of all (digital, print, and TV) increases. TV advertising was 68% exceeding $57 million after a 50% increase from last year. Digital media increased by 102% YoY to more than $16 million spent, mostly dedicated to online video. OLV increased by nearly 1000% YoY to more than $11 million invested. ADT shows ad buys placed with 350 outlets, which includes 28 TV and 6 print media names.

Logitech iPad KeyBoards’ advertising increased by more than 1000% this year, resulting in over $46 million spent digitally. Video spending was 99% of the total ad investment and was placed through online video outlets exclusively. Most of which, $30mm spent, were 16 to 30 seconds in length. YouTube’s Tech, Society & Culture, and Gaming channels captured 80% of the video dollars through November.

Kardia invested over $30 million in national TV ads (less than $11k in native) through November 2023 after increasing by 589% YoY. Its tagline “EKG Anywhere, Anytime” was seen on 29 cable and 6 broadcast networks, including A&E Network, ABC, and AMC among others. News programming slotted in the top three programming types so far with over $15 million spent. Additionally, primetime spending peaked during Q1 with each month hovering around $1.2mm during that time.

Q4 2023 12 for ‘24 – Non-Alcoholic Beverages

Kelly Alexander — Thu, 21 Dec 2023 16:46:19 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising for non-alcoholic beverage brands.

Whether this sector is quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

Read on for our exclusive analysis of this category poised to fizzle up in 2024 based on the latest national advertising insights.
For more updates like this, stay tuned. Subscribe to our blog for more.

Non-alcoholic (NA) beverages encompass an incredibly diverse range of products – from traditional sodas and juices to newer offerings like kombuchas, nitro teas, and more. These highly competitive beverages boast strong brand loyalty as we continue turning to them to quench our thirsts, provide hydration, deliver nutrition, or simply enjoy their flavors and sensations.

Recently, MediaRadar reviewed advertising spend for this dynamic segment. MediaRadar’s data sample revealed that over $1.8 billion was spent. National digital, print, and TV outlets from January to November 2023 remained flat compared to the same period last year. Ad spend increased by 13% year-over-year (YoY) to $489 million in Q1 2023. However, Q2 and Q3 declined by 8% and 13% respectively compared to 2022. October has shown some signs of recovery, kicking off Q4 ad spend 46% higher while November increased 2% YoY.

TV advertising garnered a 51% share of ad spend at nearly $930 million. Digital media captured 45% at $807 million year-to-date. An additional $73.5 million in ad spend has gone toward print. The number of brands actively advertising has decreased by 14% YoY to 1.2 thousand companies through October 2023 – economic volatility that forced certain brands to pull back.

Soft drinks represent 20% of the 2023 NA beverage ad spend to date with $363mm spent on advertising so far after a 5% YoY increase. Coffee was 17% with $309mm despite a 2% YoY decrease. Sports drinks follow at $235mm (13% of bev spend) owing to a 17% YoY increase.

12 Non-Alcoholic Brands to Watch in 2024

Below are twelve brands to watch in the Non-Alcoholic Beverages space ranging from 5-Hour Energy Extra Strength to RYZE Superfoods. These brands had a combined spend of over $441 million after a collective 85% YoY increase through November 2023. Each brand or product line invested $12mm or more.

Coca-Cola Zero Sugar increased by 179% YoY to nearly $82 million invested so far in 2023. Over 90% of the brand’s spend was dedicated to TV ads after a 209% YoY increase compared to the same period last year. Peak spending occurred in February and again in October. Both broadcast and cable increased by 181% YoY and 278% YoY respectively. Over $5.6 million was also dedicated to digital media after a 22% YoY increase with online video capturing nearly 4% of the overall ad investment.

Red Bull Energy Drink scaled back spending by 24% YoY but still invested over $100 million to advertise. TV decreased by 26% YoY to $73 million. Cable decreased by 32% YoY and made up 56% of Red Bull’s overall advertising. Online video reduced by 60% YoY to hover around $10 million. Overall, video spend through TV, paid social, and OLV reached close to $94mm with ads less than 30 seconds in length.

Starry, a Pepsi brand soft drink, invested nearly $25 million to reach customers in 2023 which was all new spending for the product. The majority of dollars were dedicated to reaching TV audiences to the tune of $21 million (84% of ad investment). There was just under $4mm dedicated to digital advertising, most of which landed with Tiktok, which captured 12%. The remaining 4% of spending was a mix of online video, native, display, Facebook, OTT, and mobile. There’s a predicted RFP in April 2024 for Starry, so be prepared to pitch.

Gatorade Hydration spiked its ad investment by 289% YoY to more than $21.4 million through November this year. TV increased by over 1000% to $20 million. Ads were bought on 16 cable and four broadcast networks including ABC, CBS, ESPN, and eight other major networks. Interestingly, top spending occurred with TNT during April, while ESPN captured the most dollars during May. The brand’s largest primetime spend is against pro basketball programming.

Gold Peak (owned by The Coca-Cola Company) increased by 7% YoY to around $19 million (mm) spent on digital and TV ads with national spend starting in May. Over $14mm (84%) was cable and broadcast spend, and the remaining $4.8mm was digital with OLV concentration. Video was 94% – $18mm with TV ads 11 to 15 seconds in length. The OLV, TikTok, and OTT ads ranged from 11 to 30 seconds. Peak spending for the beverage brand occurred in June and November.

MiOEnergy increased by over 1000% to advertise its flavored water and caffeine product line with a spending spike in October. The result was nearly $17.5 million invested and 99% of that was dedicated to online video. All ads were less than 30 seconds, but the brand mixed in varying lengths. YouTube’s Fashion & Accessory, Society & Culture, and Tech Channels accounted for 43% of MiOEnergy’s total video ad spend of $17.29 mm.

L’OR Coffee’s advertising amped up by over 1000% to nearly $25 million spent through November. Not only did the brand increase digital investment by 588% YoY, but it also started investing in TV ads, with cable and broadcast accounting for 65% of the investment. Online video dollars exceeded $7.5 million after a 547% YoY surge. Native ad spend increased by over 1000% YoY, topping $1mm, and new OTT and display spend was also tracked, showing format dollar expanding.

5-Hour Energy Extra Strength increased ad spend by 216% YoY to over $35mm, advertising its extra strength line of 5-hour Energy. Video spend through online outlets, OTT, and TV was 91% of the advertising through November 2023. All ads were less than 30 seconds long. OLV ad spend increased by over 940% YoY, cable was up nearly 100% YoY, and broadcast ads decreased by 18% from the same time last year. The product line increased digital display ads by over 1000% YoY to 8% of the ad spend.

Cirkul, the brand with the mission of “making drinking water convenient, delicious, and fun” increased 2023 spend by 105% YoY through November 2023. Over $35mm was spent on TV ads, which captured 80% of the ad investment. Cable ad spend was 67% of total spend after a 46% YoY so far. Facebook and online video advertising were both up by over 1000% from the same time in 2022. Cirkul also started Instagram advertising this year. Paid social spend remains at less than 16% of its total ad investment.

Dr. Pepper’s corporate advertising, which pertains to multiple product lines owned by the company, increased by 5% YoY with over 99% dedicated to TV ads. They kicked off 2023 with a $9.1mm January ad spend. Campaigns included its “Dr. Pepper Fansville” video series ad campaign, which also picked up again in September – just in time for the start of the NFL season. TV ads targeted 100% of sports programming. In 2023, MediaRadar observed less than 1% (less than $25k) of spend on mobile, Snapchat, display, and OLV.

Planet Oat advertised its dairy, gluten, soy, peanut peanut-free oat milk with peak spending in February and March. MediaRadar’s data revealed a 42% YoY increase to over $19mm. Of that, 93% was dedicated to broadcast (9%) and cable (84%) ads. The remaining ad spend was a mix of digital formats and event spend. Planet Oat increased its event space and sponsorship spend by over 161% at the Natural Products Expo West event this year. While the brand’s media type remained consistent from 2022, the YoY changes varied showing peak spend occuring Q1.

RYZE Superfoods dedicated 98% of its nearly $40 million ad spend to Instagram advertising. The coffee brand increased by over 432% YoY through November 2023 with 100% bought programmatically. MediaRadar’s ad insights also revealed consistent month-over-month growth this year. There was less than $4k of new spend tracked with native and OLV as well.

Q4 2023 12 for ‘24 – Travel

Kelly Alexander — Wed, 20 Dec 2023 17:34:00 +0000

As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising from hotels, airlines, tourism bureaus among others in the travel industry. Here are some recent trends and key advertisers within this space.

Whether these sectors are quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

Read on for our exclusive analysis of the categories poised to take flight in 2024 based on the latest national advertising insights.

For more updates like this, stay tuned. Subscribe to our blog for more.

Will Travel Advertising Take Off in 2024?

MediaRadar’s analysis of national advertising across TV, print, and digital channels shows travel ad spending reaching $5.25 billion through November 2023. While this represents a modest 5% year-over-year increase from 2022, it masks significant fluctuations across quarters and travel subcategories.

The 18% YoY increase to nearly $1.57 billion in Q1 2023 points to travel providers eager to capture early bookings. However, ad investment pulled back 14% and 17% YoY in Q2 and Q3 respectively as brands likely reassessed economic conditions. The 35% YoY ad spend spike (to $605 million) observed in October and the 66% YoY jump in November to $735mm seems to indicate travel marketers are optimistic about 2024 and securing future bookings.

12 Travel Advertisers to Watch in 2024

Here are twelve highlighted travel brands ranging from Avis Rent A Car System to Visit St. Pete/Clearwater. Combined spend from these 12 brands exceeded $954 million. A collective 126% YoY increase resulted versus the $423mm spent during the same period in 2022. All invested more than $12 million.

Avis Rent A Car System spent over $60 million to advertise its rental car service through November of this year, after a 1000% increase YoY. Avis’ online video (OLV) investment surpassed cable and broadcast TV (21%), capturing 69% of the investment. Both digital and TV increased over 1000% YoY. Summer months May ($6.7mm) and June ($3.3) saw Avis leaning into TV’s peak spending. The brand kicked off Q4 by spiking digital spend to over $11mm in October and $28mm in November.

Booking.com increased advertising by over 132% YoY to $344 million invested through November. While the national spend was diversified across digital and TV media, 68% was dedicated to online video (OLV) after a 211% YoY jump. MediaRadar’s data revealed Booking.com’s average CPM was $8.07, with video instream being the most purchased through open auction.

GetYourGuide raised its national ad investment digital, print, and TV ad investment by over 100% to more than $31mm in 2023 so far. The travel agency, offering an online marketplace to book tour guides and excursions, leaned into TV media at over 90%. Over 44% of the brand’s ad spend occurred during Q1 thanks to two airings during the Super Bowl LVII Pregame this year. It’ll be interesting to see if GetYourGuide’s ad strategy continues with TV in 2024 or if the brand will lean more into digital media.

Great Wolf Lodge increased national spending by 108% YoY to over $60 million. Most notably, OLV increased by over 1000% YoY to 47% of the investment. Several months saw over 1000% YoY in digital media spikes. Of Great Wolf Lodge’s advertising, 99% was attributed to video through online video, paid social, and TV. Three top properties that captured spend include YouTube – Kid’s Education & Entertainment, BET, and ABC Network, which account for 39% of the video spend.

Pink Jeep Tours spent over $22 million in advertising so far this year. They kicked off in October (September was less than $300k) to reach potential passengers for its on and off-road excursions. Over 99% went toward online video with all ads being 45 to 60 seconds. Three top properties were 94% of the OLV: YouTube’s Kid’s Education & Entertainment, Music, and Society & Culture programming channels. Be prepared with MediaRadar’s Outreach Writer as this brand may explore other advertising media in 2024.

Visit St. Pete/Clearwater increased by 989% YoY to more than $23 million spent attracting tourists to Pinellas County, Florida so far this year. The tourism bureaus selected a 96% print strategy for this year. Newspaper advertising increased by over 1000% YoY with The New York Times as a top outlet. The bulk of spending (99%) occurred in July, most likely to entice the “snowbirds” to the south for the winter season. There’s an upcoming RFP in February.

Walt Disney World increased by 15% YoY to nearly $442mm invested to advertise its amusement park. Digital topped $340mm after a 9% YoY increase through November and TV was up 45% YoY. Print ad spend decreased 70% YoY to less than $600k. Of the digital spending, 93% was bought programmatically so far this year.

Hilton Hotels & Resorts invested over $99 million after a 204% YoY increase driven by digital media, increasing by nearly 450% YoY. The hotel group dedicated 79% to online video ads, topping $78 million after increasing 654% YoY. The average online video CPM was $3.99 with 100% bought through open auction with top placement on YouTube’s Society & Culture channels.

Indiana Office of Tourism Development spent over $47 million to entice visitors to its area. That’s a result of online video spend increasing by over 1000% YoY with 99% of the ads dedicated to OLV. The majority were 16 to 30 seconds in length ($41mm) with the most concentration on YouTube’s Travel, Society & Culture, and Music channels which saw 49% of the video spend.

Atlas Ocean Voyages increased by 436% YoY to more than $17.6 million spent. The cruise line leaned into newspaper advertising at 84% of the spend and magazines were at 15%. As a result, print investment was over $17.4mm thanks to a 467% YoY increase in the media. Ads spanned across 12 print trade outlets with The New York Times capturing the largest share at nearly 85%.

TripAdvisor increased by 33% YoY to over $58 million spent through November 2023. Digital media increased 20% YoY and spending started with TV and print outlets this year. The travel website adopted a diverse mix with paid social ads in over 37% of its spend at over $30mm, followed by online video at 32% with nearly $19 million. The average online video CPM was $2.97, recommending not exceeding $6.34 in open auctions.

Caesars Palace Las Vegas spent nearly $12.5 million so far this year with 99% of the spend dedicated to national broadcast TV ads. Spending kicked off in July, but September was a period of peak spend with over $9.4mm invested that month. The top networks were ABC and CBS with Pro Football as the top TV programming category with $3.3mm invested.

MediaRadar Shows Travel Advertisers Spending

MediaRadar’s advertising data reveals that some sectors of the travel industry are ready for growth in 2024, after weathering economic uncertainty. Rental cars (+110% YoY) and online travel agencies (+19% YoY) are already increasing ad spend.

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