Insight Sources: Broadcast insights estimated by Podchaser.
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Carat | Agency Profile, Contacts, AOR, Client Relationships
Service: media
- Main Telephone
- (212)-591-9100
Primary Address
150 East 42nd Street
New York,
NY
10017
USA
Carat Contacts
Contacts (5/141)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Lauren G. | Associate Director, Integrated Media Planning | NY | ||||||||||||
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| Michael L. | Chief Executive Officer | NY | ||||||||||||
| Diana B. | Chief Media Officer | NY | ||||||||||||
| Christine P. | Client Manager & Partner | NY | ||||||||||||
| A.J. A. | Director | MI | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Media Edge: Gillette sponsors the New York Yankees
Media Sales Lead: New York Yankees. The deal makes Gillette the official men's grooming partner of the Yankees. Gillette is the Yankees' first-ever official grooming partner. This is the brand's first deal with an MLB team since 2018. As part of the deal, GilletteLabs and other Gillette products will be available at the Yankees clubhouse. Gillette will also have digital signage featured at Yankee Stadium.
Key Lead Takeaways: Get in touch if you can offer sponsorship assistance. The brand has also been increasing ad spend, so it looks like a great opportunity for sellers as well.
Target Demographic: Male millennials & Gen-Zers with a Hispanic skew
Key Spend Notes:
- Planning period: Q1
- Buying period: Q4
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Gillette under Shaving & Hair Removal**
- 2023 YTD Spend: $16.2m
- 2022 FY Spend: $59.4m
- 2021 FY Spend: $46.6m
- 2020 FY Spend: $46.2m
Ad Flight Breakdown (by spend): Gillette has aired four spots in 2023: "Effortless," "Afeitado sin esfuerzo," "It's Not Junk, so Treat It Right," and "Afeitado sin esfuerzo: King C. Gillette."
Top Daypart (by impressions): Primetime (246m), Weekend Afternoon (173.7m), Early Fringe (80.7m), Day Time (64.8m), and Late Fringe AM (40.9m).
Top Networks (by spend): CBS, FOX, ESPN, TNT, and Univision.
Top Shows (by spend): NFL Football, NBA Basketball, College Football, NHL Hockey, and La Rosa de Guadalupe [Spanish].
Top Industry/Vertical Spenders (by spend): Gillette (60%), MircoTouch Max (30%), Manscaped (4%), Venus (4)%, and VacuTrim (1%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Gillette under Personal Care**
2023 YTD Spend: $1.1m
2022 FY Spend: $22.8m
2021 FY Spend: $20.7m
2020 FY Spend: $27m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $3m
- Q2 2022 Spend: $6.2m
- Q3 2022 Spend: $6.2m
- Q4 2022 Spend: $7.5m
Impressions: 125.2m
Top Ad Types (by spend): Instagram (46%), YouTube (18%), Facebook (16%), desktop video (14%), desktop display (4%), and mobile display (2%).
Top Purchase Channels: Direct (100%)
Top Publishers: instagram.com, youtube.com, facbeook.com, twitch.tv, and patriots.com.
Top Industry/Vertical Spenders: Procter & Gamble (14%), L'Oreal (9%), Johnson & Johnson (5%), KAO Brands Company (3%), and Haleon (3%).
Top Creative (by spend; see below): Pathmatics reports that 116 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: Gillette also invests in radio and local broadcast.
- Top podcasts sponsored: The Matt Walsh Show, Huberman Lab, OTB Football, The Andrew Klavan Show, and OTB Rugby.
Current Agency Roster:
- Grey Group: creative & digital AOR
- Carat: media AOR
- Ignite Social Media: social
- Saatchi & Saatchi X: digital & social
- MediaMonks: creative, media, & digital