Week of February 13, 2023
This week MediaRadar reviewed advertising from the week of January 30, 2023, and compared it to ads that ran the week of January 23, 2023.
This article discusses four categories, but we also share weekly, monthly, and quarterly ad shifts in investment among all segments here. (Don’t worry, it’s ungated)
Here are some key weekly takeaways from advertising shifts that took place.
MediaRadar’s data sample for the week of January 30 revealed an uptick in Travel advertising – up 100%+ WoW to nearly $100mm invested. US Tourism bureaus, enticing tourists to local cities and states, increased over 225% WoW. There was $25mm+ combined ad spend from Florida, California, South Carolina Tourism bureaus, and nearly 15 others. Following close behind were lodging advertisers offering warm beds and amenities for travelers. Lodging ad spend increased over 115% WoW to almost $25mm. Cruise lines’ ad spend set sail with over 50% WoW increase. Consumers have the travel bug, and advertisers are responding.
Advertisers want to be at the forefront of consumers’ minds as they gear up for parenting in 2023. Baby & Children’s advertising hit a growth spurt the week of January 30 with over 1000% WoW spike to $20mm+. January 30 broke the week-over-week ad spend decline since late December. Ad investment for diapers, toys & games were over $7.5mm+ each. Baby & children’s accessories (think Frida Baby, Rocker Mama, and Baby Trend) ad spend nearly reached $5mm.
Advertisers like Callaway Golf Club Drivers, Parsons Xtreme Golf, and Titleist want golfers to take to the green ahead of the official season starting in April. We saw Athletics advertising spring into action with over $6.5mm invested the week of January 30. Golf equipment’s ad spend is nearly $5mm, a 1000% WoW increase. General athletics and fitness equipment advertisers (such as Peloton, Fiture, and LegXercise) also had $2.5mm+ in ad spend this week.
During the week of January 30, we saw Restaurant advertisers increase ad investment by over 50% WoW to $70mm+. This adjustment comes after two weeks of ad spend declining. Quick Service Restaurants (QSRs) such as Burger King, Domino’s, and Wendy’s invested $50mm. That’s nearly a 30% WoW increase. Casual dining restaurants with names like Applebee’s, Buffalo Wild Wings, and Olive Garden were up over 1000% WoW to nearly $12.5mm in ad spend. These increases offset fast-casual restaurants (names like Chipotle, iHOP, and Jersey Mike’s) reigning in ad budget with a 10% Wow decrease to shy of $5mm in ad investment.
For a full breakdown of which product categories are buying ads now, click here. The list is updated weekly – you can subscribe to receive it in your inbox.