MediaRadar’s Recession Ready Weekly Advertising Overview: Kids & Pets advertisers increase ad spend
During the week of December 19, 2022, MediaRadar observed significant week-over-week increases in advertising spend, including over 10% growth in Services (notably medical, dental, and health/fitness), a 1000%+ surge in Pet advertising driven by pet food and supplies reaching $1.5–$2 million, a similar 1000%+ increase in Athletics ads focused on fitness equipment and golf clubs totaling $3.5–$4 million, and a 20% rise in Baby/Children ads (mainly toys and games) investing $5–$7.5 million, reflecting seasonal and New Year’s resolution marketing trends.
Week of January 2, 2023
This week, MediaRadar reviewed ad buys from the week of December 19, 2022, and compared them to ads that ran the week of December 12, 2022.
While four categories are highlighted in this article, shifts in ad spend among all categories are tracked, including Quarter-Over-Quarter (QoQ), Month-Over-Month (MoM), and Week-Over-Week (WoW) changes.
Here are some key weekly takeaways from advertising shifts that took place:
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Services advertisers increased over 10% WoW and invested $50 million – $75 million. As the new insurance calendar year approaches, it’s not surprising to see medical and dental services, a typical services driver, increase spend over 50% WoW. Health and fitness services advertisers also jumped 50%+ WoW.
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Pet advertisers invested $1.5 million to $2 million with over 1000% WoW increase. Both pet food and pet supplies contributed to the surge in advertising for pets.
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There was $3.5 million to $4 million invested in advertising Athletics, which is over a 1000% WoW increase. Fitness equipment and golf clubs both contributed to the increase, as advertisers may want to attract last-minute shoppers gearing up for New Year’s resolutions.
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Baby/children advertisers invested $5 million to $7.5 million and increased advertising 20% WoW. During both weeks of December 12th and 19th, all of the advertising pertained to toys/games, which are popular gift ideas for kids during the holidays.
For a full breakdown of which product categories are buying ads now, the list is updated each week and can be subscribed to for regular updates.
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