Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Media Edge: Blue Moon gears up for 2024 marketing push to promote new packaging
Media Sales Lead: Blue Moon (BM) will release new packaging in February 2024. It is also changing the name of Blue Moon LightSky to Blue Moon Light. BM's primary goal is to unify all of its products and make them stand out better on shelves. BM is also releasing its first non-alcoholic beer in December 2023. The brand is promoting these initiatives with a campaign called "Made Brighter, " which will be supported through TV, OOH, and retail partnerships.
Key Lead Takeaways: Start reaching out now to offer ad space for the upcoming campaign. I predict BM will dramatically increase ad spend to promote its new packaging and non-alcoholic beer.
Target Demographic: Millennials & Gen-Xers with a male skew
Key Spend Notes:
- Media planning period: Q3
- Media buying period: Q4
- Top spending period: Q2
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes BM under Food & Beverage: Beer**
- 2023 YTD Spend: $7.2m
- 2022 STP Spend: $7.3m
- 2022 FY Spend: $7.3m
- 2021 FY Spend: $11.2m
Ad Flight Breakdown (by spend): BM has aired five spots in 2023: "Behind Glass," "Light Side of the Moon," "Brewed by Baseball," "One of a Kind," and "30 for 30: The Good, The Bad, The Hungry."
Top Daypart (by impressions): Primetime (421m), Early Fringe (142m), Weekend Afternoon (136m), Overnight (93m), and Day Time (89m).
Top Networks (by spend): CBS, TBS, ESPN, Food Network, and HGTV.
Top Shows (by spend): College Basketball, SportsCenter, MLB Baseball, Diners, Drive-Ins and Dives, and House Hunters.
Top Industry/Vertical Spenders (by spend): Modelo (19%), Michelob (9%), Corona Extra (8%), Coors Light (7%), and Heineken (5%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes BM under Beer**
2023 YTD Spend: $8.1m
2022 STP Spend: $23.4m
2022 FY Spend: $24.4m
2021 FY Spend: $28m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $1.8m
- Q2 2022 Spend: $12.8m
- Q3 2022 Spend: $8.7m
- Q4 2022 Spend: $1m
Impressions: 1b
Top Ad Types (by spend): Facebook (39%), Instagram (29%), YouTube (25%), desktop video (4%), Twitter (1%), and mobile display (1%).
Top Purchase Channels: Direct (100%).
Top Publishers: facebook.com, instagram.com, youtube.com, espn.com, and twitter.com.
Top Industry/Vertical Spenders: Modelo (11%), Coors Light (9%), Pacifico (9%), Miller Lite (6%), and Michelob Ultra (5%).
Top Creative (by spend; see below): Pathmatics reports that 166 creatives have run during 2023 (note that not all creatives debuted in 2023).
Additional channel insights
- Vivvix: BM also invests in OOH and local broadcast.
- Top podcasts sponsored: Stuff You Should Know, How Did This Get Made?, The Odd Couple with Chriss Broussard & Rob Parker, and Talkin' Baseball (MLB Podcast).
Current Agency Roster:
- Publicis Media: media AOR
- Arc Worldwide: creative AOR
- Leo Burnett Worldwide: creative & experiential
