Media Edge: Benjamin Moore launches new products as spend spikes
Media Sales Lead: Benjamin Moore (BM) recently launched a trendy line of workwear in order to reach the next generation. The company partnered with streetwear brand Market on the new line, which includes products such as jackets, pants, beanies, and T-shirts. The products are designed to appeal to anyone, not just painters.
Key Lead Takeaways: Reach out soon to see what kind of promotional material will support this launch.
Target Demographics: Gen-Z and millennials
Key Spend Notes:
- Spend shift summary: YTD, national TV spend has skyrocketed, and digital spend has risen as well.
- Top spending period: Q2-Q3
- Planning period: Q1
- Buying period: Q2
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes BM under Home & Real Estate: Paints & Stains*
- 2023 YTD Spend: $558.9k
- STP 2022 Spend: $147.6k
- 2022 FY Spend: $4.6m
- 2021 FY Spend: $6.2m
- 2020 FY Spend: $9.3m
YTD YOY Spend Increase: 279%
Ad Flight Breakdown (by spend): So far this year, BM has aired eight spots; the top five are "Find the Premium Color," "Unmatchable: Lights," "See the Love: He Loves This," "Unmatchable: Lights: 50% Off," and "Unmatchable: Grow on Us."
Top Daypart (by impressions): Primetime (34.3m), Weekend Afternoon (24.5m), Weekend Day (17.8m), Early Fringe (15.9m), and Day Time (12.4m)
Top Networks (by spend): HGTV, Food Network, New England Sports Network, ROOT Sports Northwest, and Justice Central.
Top Shows (by spend): Diners, Drive-Ins and Dives, House Hunters, Guy's Grocery Games, Love It or List It, and Home Town
Top Industry/Vertical Spenders (YTD, by spend): BEHR Paint (34.2%), Cerakote (24.7%), Valspar (20.6%), Sherwin-Williams (12.5%), and BM (6.5%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes BM under Home & Garden*
- 2023 YTD Spend: $412.1k
- STP 2022 Spend: $339.6k
- 2022 FY Spend: $4.1m
- 2021 FY Spend: $2.3m
- 2020 FY Spend: $1.7m
YTD YOY Spend Increase: 21%
YTD Ad Flight Breakdown:
- Q1 2023 Spend (to date): $412.1k
- Q1 2022 Spend: $339.6k
- Q2 2022 Spend: $1.5m
- Q3 2022 Spend: $1.6m
- Q4 2022 Spend: $689.2k
YTD Impressions: 45.8m
Top Ad Types: Facebook (42%), Instagram (22%), and YouTube (21%)
Top Purchase Channels: Direct (98%)
Top Publishers: Facebook (42%), Instagram (22%), and YouTube (21%)
Top Industry/Vertical Spenders (YTD, by spend): Home Depot, Lowe's, Wayfair, Amazon, Harbor Freight Tools, Temu, and Ashley Furniture
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Print, local broadcast, digital, OOH, Google Ads, and Facebook
Media Analytics: Short-form DRTV; highly concentrated network TV coverage; new campaign not likely soon
Social Demographics: Women older than 45
Current Sponsorships/Partnerships: Market (partnership)
Recent & Upcoming Product Launches: Workwear
Current Agency Roster:
- Horizon Media: Media AOR
- FIG: Creative and social AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; DRTV insights by Media Analytics; audience insights by StatSocial.
