In our latest eBook, 8 Advertising Trends Media Sellers Need to Know, we emphasize the importance of reaching out to brands when they’re planning a campaign, rather than after the ad dollars have been spent. This is especially important when it comes to TV advertising. With TV buys planned so far in advance, knowing when that planning window opens and closes is critical to securing those ad dollars.
We’ve found that planning for TV typically occurs two to three quarters prior to when a campaign is set to run. Knowing this, you can pinpoint when advertisers typically run the most ads, and begin engaging the decision makers two to three quarters before.
So, as we make our way through Q2, we wanted to give you a headstart on making your approach more proactive. Below we have included 10 national TV advertisers that are likely in planning mode right now and have plenty of ad dollars available. Hurry!
1. Kohl’s – The struggling retailer, with a CMO we told you to keep an eye on, is doing what any struggling brand does – investing in more advertising to help turn its image around. With the rise of online shopping, I can’t say it’s working, but I don’t think they’re giving up just yet, so be on the lookout for ad spend to pick up in Q4 and through Q1.
National TV Spend Q4-Q1 (per iSpot): $120.1 million
Find Kohl’s Decision Maker Contact Information Here
2. Liberty Mutual – Already a top Q4 – Q1 TV advertiser, Liberty Mutual recently hired Initiative as its new media agency, after naming Goodby as its creative AOR late last year. In other words, with a new media agency on the roster, ad spend in Q4 should be up and remain high through Q1.
National TV Spend Q4-Q1 (per iSpot): $167.4 million
Find Liberty Mutual’s Decision Maker Contact Information Here
3. USAA – After hiring a new CMO last fall, USAA has continued to increase its national TV spend under the leadership of its new marketer. Therefore, with no word that TV spend is slowing down, be sure to reach out now, while planning for Q4 and Q1 is likely underway.
National TV Spend Q4-Q1 (per iSpot): $110.1 million
Find USAA’s Decision Maker Contact Information Here
4. TurboTax – I know it’s a little soon to be talking about taxes again, but TurboTax, like most tax solution brands, runs the majority of its ads in Q1, which makes sense, since that’s when people start doing their taxes. Luckily, this means that planning for ad campaigns for next years tax season almost always starts right after the current tax season ends. So, reach out now to secure ad dollars tied to upcoming ad campaigns in Q1 2019. Also note – TurboTax competitor H&R Block is also a big TV spender, so be sure to seek ad dollars with that brand as well.
National TV Spend Q4-Q1 (per iSpot): $106.8 million
Find TurboTax’s Decision Maker Contact Information Here
5. Ancestry – In March, Ancestry announced that it would be reviewing its US creative, after less than a year with Droga5 handling the account. This means that once the new shop is selected, expect planning for Q4 or Q1 ad campaign begin. In fact, it wouldn’t hurt to reach out to the agency and brand now to be top of mind once the shop is hired. Also note that Droga5 will still be working with Ancestry in some capacity and may be handling the planning until a new shop is selected.
National TV Spend Q4-Q1 (per iSpot): $75.2 million
Find Ancestry’s Decision Maker Contact Information Here
6. Old Navy – Usually not my first choice for apparel, Old Navy uses the bulk of its TV ad budget to push its seasonal campaigns, specifically around Q4 and the winter holidays. So, while I have no idea what annoying song they will have kids and their parents jumping around in their pajamas to this year, I expect that it will happen, and that planning for it is likely underway now. So if you’re into that kind of thing, be sure to reach out now to secure those upcoming ad dollars.
National TV Spend Q4-Q1 (per iSpot): $74.9 million
Find Old Navy’s Decision Maker Contact Information Here
7. Peloton – With peak weight loss season beginning in Q1 and running through Q3, I would expect that Peloton will begin planning for very soon for a big Q1 ad push. In fact, with a relatively new ad presence, I would expect that ad spend this year will be up from last year. So those with health and wellness client experience should be reaching out now to secure upcoming ad dollars.
National TV Spend Q4-Q1 (per iSpot):$73.2 million
Find Peloton’s Decision Maker Contact Information Here
8. Neutrogena – Last month, Neutrogena’s parent company Johnson & Johnson, completed the streamlining of its agency team. As one of J&J’s top brands, it’s likely that Neutrogena will feel the effects of the agency changes, and as a result, may increase its ad spend even more. Note that Neutrogena’s top spending periods are Q1 and Q3, so last minute Q3 dollars may be available now, but keep reaching out through next quarter as Q1 dollars become available as well.
National TV Spend Q4-Q1 (per iSpot): $72.7 million
Find Neutrogena’s Decision Maker Contact Information Here
9. Blue Buffalo – Following the recent acquisition of Blue Buffalo by General Mills, expect the pet food brands already large ad budget to increase even more. Look for General Mills’ deep pockets to fuel an upcoming campaign for the brand. Therefore, start engaging right away, as planning will likely begin immediately.
National TV Spend Q4-Q1 (per iSpot): $53.3 million
Find Blue Buffalo’s Decision Maker Contact Information Here
10. Wayfair – After the soft-launch of its new high end brand Perigold last June, Wayfair just announced that it is seeking a CMO to lead the brand. So, with Wayfair clearly allocating some heavy cash flow to the new brand’s marketing efforts, be on the lookout for Wayfair to run more ads pointing to its new brand, and as a result, increase overall ad spend.
National TV Spend Q4-Q1 (per iSpot): $53.6 million
Find Wayfair’s Decision Maker Contact Information Here
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