Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Sportsman's Warehouse discloses expansion plans
Media Sales Lead: Sportsman's Warehouse (SW) announced during its Q4 earnings report that it has returned to pre-covid marketing spend levels. This also includes emotional activity and season trends. The company also disclosed it is focused on opening new stores, boosting eCommerce sales, and improving its digital/print marketing efforts. SW plans on opening 15 new stores in 2023, which will bring its total to 146. hopes to reach between 190 and 210 locations by 2025.
Key Lead Takeaways: Get in touch to offer ad space, help it promote new stores, and improve digital/print marketing efficiency.
Target Demographic: Gen-X & millennial men
Key Spend Notes:
- SW relies heavily on social media ads.
- Top spending period: Q1
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes SW under Life & Entertainment: Sports**
- 2023 YTD Spend: $112.7k
- 2022 FY Spend: $583.5k
- 2021 FY Spend: $691.2k
- 2020 FY Spend: $167.4k
Ad Flight Breakdown (by spend): SW has aired three spots in 2023; "Unforgettable Holiday: Bowhunting," "12,000 Guns in Stores," and "An Unforgettable Holiday."
Top Daypart (by impressions): Early Fringe (4.8m), Primetime (3.7m), Weekend Day (2.9m), Day Time (2.7m), and Weekend Afternoon (1.7m).
Top Networks (by spend): Outdoor Channel and The Sportsman Channel.
Top Shows (by spend): MeatEater, Addicted to the Outdoors, Big Deer TV, Hollywood Weapons, and Live 2 Hunt With Cody & Kelsy.
Top Industry/Vertical Spenders (by spend): NFL (47%), NCAA (20%), NBA (5%), USA Basketball (2%), and NASCAR (2%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes SW under Hobbies/Interests**
2023 YTD Spend: $74.3k
2022 FY Spend: $883.5k
2021 FY Spend: $483.1k
2020 FY Spend: $80.4k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $389.5k
- Q2 2022 Spend: $325.5k
- Q3 2022 Spend: $101.1k
- Q4 2022 Spend: $75.2k
Impressions: 8.6m impressions
Top Ad Types (by spend): Facebook (52%), Instagram (24%), and YouTube (24%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, youtube.com, and instagram.com.
Top Industry/Vertical Spenders: Michaels Stores (5%), Hobby Lobby Stores (3%), Amazon (3%), The Woobles (4%), and Dr. Jordan B Peterson (2%).
Top Creative (by spend; see below): Pathmatics reports that 20 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: SW also invests in OOH, print, and local broadcast.
Current Agency Roster:
- In-house: media
