Last year, American consumers spent upwards of $15 billion on Father’s Day. To capture their share of this investment, marketers shelled out about $2 billion in advertising for the holiday, creating plenty of opportunity for ad sellers to take advantage of.
So, with Dad’s favorite holiday just around the corner, it’s time to hone in on this billion dollar holiday if you haven’t already. Keep in mind that while it doesn’t hurt to seek any last minute ad dollars or supplemental buys, it’s likely that spending for Father’s Day this year has already been allocated. Instead, begin engaging these top Father’s Day ad spenders now to be the first in line for next years ad buys or other upcoming holiday campaigns.
While there are plenty of brands to engage, we have selected five to start with, as they never seem to disappoint when it comes to Father’s Day advertising.
- Home Depot: Dealing with a bit of PR heat after co-founder Bernie Marcus made some remarks on Fox News, the home improvement store continues investing in its spring campaigns. In fact, bad PR is typically followed with an increase in advertising, so, as a well-known Father’s Day advertiser, expect ad spend to only increase during and after this holiday.
National TV Spend (2017): $181.9 million
National TV Spend (YTD): $56 million
Digital Spend (2017): $36.5 million
Digital Spend Spend (YTD): $3.7 million - Dick’s Sporting Goods: Of the $34 million Dick’s spent on national TV ads in 2017, more than $2 million went towards Father’s Day TV ads. Additionally, of the $8 million spent on digital last year, $3 million was spent in June and July alone. Expect this trend to continue, and as Father’s Day campaigns debut this year, be sure to start securing both digital and TV 2019 ad dollars tied to the holiday right after.
National TV Spend (2017): $34.4 million
National TV Spend (YTD): $19.4 million
Digital Spend (2017): $7.9 million
Digital Spend Spend (YTD): $2.3 million - WeatherTech: Following its most recent Super Bowl ad, expect WeatherTech to keep its male-focused ad push going as Father’s Day gets closer. In fact, as you start going after 2019 Father’s Day campaign dollars, you may be able to secure some Q4 holiday revenue as well. This is also a peak ad spending period for the brand.
National TV Spend (2017): $50 million
National TV Spend (YTD): $24.7 million
Digital Spend (2017): $6.3 million
Digital Spend Spend (YTD): $324,500 - Bass Pro Shops: A little less than a year ago, Bass Pro announced its acquisition of Cabela’s, another top Father’s Day advertiser, which amplifies the likelihood that advertising around this holiday will continue. With Bass Pro having spent over $2 million on Father’s Day TV ads alone, be on the lookout for both Bass Pro and Cabela’s to have some ad buys available immediately after this Father’s Day.
National TV Spend (2017): $54.1 million
National TV Spend (YTD): $18.1 million
Digital Spend (2017): $578,700
Digital Spend Spend (YTD): $33,800 - Dove Men+Care: Last year, Dove Men+Care took a sentimental approach to their Father’s Day advertising campaign, with a big push to celebrate Dad. Recently, Dove launched its new foam Men+Care body wash, so expect a big push around Father’s Day as the brand looks to promote its new product. The upcoming campaign will likely take a similar emotionally-driven approach to support Father’s Day, but increased ad buys following the holiday should be available.
National TV Spend (2017): $37.4 million
National TV Spend (YTD): $21.9 million
Digital Spend (2017): N/A
Digital Spend Spend (YTD): N/A
While these are just a few big brands to target, there are plenty of other brands that take advantage of celebrating Dad. To continue your prospecting, here are a few additional DADvertisers to engage:
- Ancestry
- 23andMe
- Lowes
- Ace Hardware
- Craftsman
- Toyota
- Chevrolet
- Macy’s
- JC Penny
- Gillette
*National TV spend per iSpot, digital spend per Pathmatics
Need contact information, spending history and talking points to engage these advertisers? Request a trial of Winmo to tap into DADvertising opps today!