R/GA | Agency Profile, Contacts, AOR, Client Relationships
Service: interactive
- Main Telephone
- (312) 276-5300
R/GA Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Jennifer L. | Associate Media Director | IL | ||||||||||||
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| Damien P. | Group Director, Production | IL | ||||||||||||
| Ricky W. | Executive Director, Applied Intelligence | IL | ||||||||||||
| Jessie M. | Group Director, Production | IL | ||||||||||||
| Olivia B. | Senior Content Producer | IL | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Cars.com ramps up digital spend
Media Sales Lead: Cars.com has been increasing digital spend while decreasing national TV spend. The company has spent more on digital ads YTD than it did for FY 2021.
Key Lead Takeaways: Sellers should reach out to this company to offer ad space.
Target Demographics: Gen-X & millennial men
Key Spend Notes:
- Spend shift summary: Decreasing national TV spend, increasing digital
- Keep in mind that the company still allocates a significant budget toward TV ads.
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Cars.com under Vehicles: Online & Information.*
- 2022 YTD Spend: $2.6m
- 2021 FY Spend: $5.8m
- 2020 FY Spend: $1.9m
- 2019 FY Spend: $7.9m
Ad Flight Breakdown: The company's top three spots in 2022 are "It's Matchical: Diner," "It's Matchical: Everywhere," and "It's Matchical: Twins." It spent the most in Q1 during March Madness.
Top Daypart (by impressions): Weekend Afternoon (94.5m), Primetime (39m), Early Fringe (13.5m), Day Time (9.6m), and Weekend Day (5.7m)
Top Networks (by spend): CBS, truTV, TNT, TBS, and ABC
Top Shows (by spend): College Basketball, College Football, NCAA Men's Basketball Championship Selection Show, Road to the Final Four, and NCAA Tip-Off.
Top Industry/Vertical Spenders (by spend SOV): Carvana (24.3%), Vroom.com (14.2%), CarMax (13%), CarGurus (11.8%), and Carfax (11.6%).
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Cars.com under Auto.*
- 2022 YTD Spend: $8.1m
- 2021 FY Spend: $7.2m
- 2020 FY Spend: $5.9m
- 2019 FY Spend: $15m
YTD Ad Flight Breakdown: Cars.com has run Facebook ads consistently throughout 2022. Spend dipped in Q2 before picking back up in July.
- Q1 2022 Spend: $2.6m
- Q2 2022 Spend: $2m
- Q3 2022 Spend: $2.3m
- Q4 2022 Spend (to date): $1.3m
Top Ad Types: Facebook (51%), Instagram (29%), desktop video (11%), Twitter (3%), desktop display (3%), and mobile display (2%).
Top Purchase Channels: Direct (98%)
Top Publishers: Facebook, Instagram, youtube.com, Twitter, and dpreview.com
Top Industry/Vertical Spenders: Toyota, Carvana, CarMax, Nissan, and Jeep
Top Creative by spend (see below): Pathmatics reports that 881 creatives have run during 2022 (note that not all creatives debuted in 2022).
Other Media Spend Analysis & Breakdown:
Kantar: Cars.com also invests in print & local broadcast.
Current Agency Roster:
- R/GA: creative AOR
- OMD: media planning AOR
- Secret Fort: digital & social
- In-house: creative & media
Insight Sources: Broadcast insights estimated by Kantar.