Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Chips Ahoy! implements digital-first marketing strategy to reach Gen-Z
Media Sales Lead: Chips Ahoy! (CA) announced it is shifting towards a digital-first marketing strategy to reach Gen-Zers more effectively. It is now focused on CTV, TikTok, Instagram, and Twitter. The brand made this decision due to large numbers of young consumers not watching traditional cable anymore. However, if Gen-Zers return to cable, the brand would pivot back to the channel. CA will still allocate a small portion of its budget toward TV ads to target Hispanic consumers.
Key Lead Takeaways: Reach out if you can offer relevant ad space.
Target Demographic: Gen-Zers & Hispanic consumers
Key Spend Notes:
- Planning period: Q1
- Buying period: Q4
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes CA under Dessert & Baking**
- 2023 YTD Spend: $158.2k
- 2022 FY Spend: $1.5m
- 2021 FY Spend: $8.5m
- 2020 FY Spend: $7.2m
Ad Flight Breakdown (by spend): CA has aired one spot in 2023: "Bailar."
Top Daypart (by impressions): Primetime (13.6m), Early Fringe (9.2m), Day Time (7.2m), Early Morning (1.8m), and Weekend Afternoon (1.7m)
Top Networks (by spend): Telemundo, Univision, UniMas, Discovery Familia En Español, and Discovery en Español.
Top Shows (by spend): La casa de los famosos, Enamorándonos, La Rosa de Guadalupe [Spanish], Mi camino es amarte, and El señor de los cielos.
Top Industry/Vertical Spenders (by spend): Oreo (59%), Edible Arrangements (11%), Breyers (7%), Send A Cake (7%), and Crumbl Cookies (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes CA under Cookies, Cakes, & Snacks**
2023 YTD Spend: $8.5m
2022 FY Spend: $14.1m
2021 FY Spend: $14.1m
2020 FY Spend: $7.7m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $198.4k
- Q2 2022 Spend: $3.3m
- Q3 2022 Spend: $4.2m
- Q4 2022 Spend: $6.5m
Impressions: 1.1b impressions
Top Ad Types (by spend): Instagram (78%), YouTube (14%), and Facebook (8%).
Top Purchase Channels: Direct (100%)
Top Publishers: instagram.com, youtube.com, and facebook.com.
Top Industry/Vertical Spenders: Mondelez International (60%), Kellogg (20%), Grupo Bimbo (7%), General Mills (5%), and PepsiCo (3%).
Top Creative (by spend; see below): Pathmatics reports that 104 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: CA also invests in print and local broadcast.
Current Agency Roster:
- Digitas: creative/digital AOR
- Reprise Digital: digital
- VaynerMedia: media planning & digital
- Dentsu CreativeDentsu: creative AOR
