Millennial, Gen-X Opps: CarShield significantly increased 2020 ad spend

Car service plan company CarShield seriously increased its YOY ad spend in 2020, signaling that this ad spend will remain relatively high throughout 2021. Due to the global pandemic, consumers have either not driven much at all or have had to drive less often. They've had the downtime to consider their lives' financial situations regarding automobile usage, increasing demand for CarShield's services. This is probably why its spend has risen so much.

In 2020, according to iSpot, the company's national TV commercials targeted Gen-X viewers of shows such as CNN Newsroom, CNN Newsroom With Poppy Harlow and Jim Sciutoo, The View, Outnumbered Overtime With Harris Faulkner and Outnumbered. CarShield allocated roughly $89m toward this channel in 2020, up 58% from the roughly $56.2m it allocated in 2019.

Last year, Pathmatics estimated $1.5m went toward CarShield's digital ads, an exponential increase from the estimated $159.2k that went toward them in 2019. In 2020, the company earned ~524.8m digital impressions through the use of desktop display (90%), desktop video (8%), Facebook (1%) and mobile display (1%) ads. 92% of the past year's desktop display ads were placed site direct onto YouTube.

The increases in ad spend via these channels signals that CarShield is targeting millennials and Gen-X more than ever. The company particularly targets new car owners, car owners with high mileage vehicles and expired manufactures' warranties, commuters and families.

**Note: This company's leaders may not be receptive to outreach at this time, so you may want to wait a while before getting in touch.**

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