Female Millennial, Gen-X Opps: Avocados From Mexico skips Super Bowl, sponsors College Football Playoff (Score 71)

Sales lead: Get in touch if you can help AFM reach college football fans. 

• Avocados From Mexico (AFM) announced it is not running a Super Bowl ad in 2024 after airing an ad during eight of the past nine big games. 
• The company's DMs disclosed it is turning its focus toward college football.
• AFM is now the title sponsor of the 2023 Avocados From Mexico Cure Bowl scheduled for December 16th. 
• It is also now the Official Avocado of the College Football Playoff.  
• AFM's DMs believe college football is more popular among women than the NFL.

In other news:

• AFM named Brent Chism marketing & innovation VP in October 2023.
• Chism most recently served as CMO of GivApp. 

Target demographic: Primary shoppers (millennial & Gen-X women)

The company will likely:

• Place more ads during college sports programming
• Seek additional sponsorships
• Review the agency roster (recent VP hire)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: AFM spent nearly $8.5m on national TV ads YTD, a slight (2%) increase from $8.3m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $3.1m in 2021 to $8.3m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, USFL Football, Fútbol Americano Universitario, Good Morning America, and College GameDay. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: AFM spent approximately $846.5k on digital display ads YTD, down 12% from $961k spent in this channel during the same time period of 2022. 
• YTD data: 135.7m impressions via Facebook (79%), Twitter (9%), desktop video (5%), YouTube (2%), Instagram (2%), and desktop display (2%). 
• 2021-2022 spend: Full-year spend fell by 10% from $2m in 2021 to $1.8m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as facebook.com, twitter.com, arkadium.com, zillow.com, and youtube.com. It placed 2% of these ads indirectly through Google AdX+AdSense and an unknown channel onto sites such as fextralife.com, foxnews.com, yahoo.com, fanfiction.net, and rxlist.com. 

Additional channel insights  

• Vivvix: AFM also invests in print and local broadcast.

Agency analysis:

• Opportunity: The recent VP hire may lead to agency reviews, so reach out now to be top-of-mind. 
• Current roster:
  • Padilla: PR AOR
  • Lerma Agency: lead AOR
  • Havas Media Group: media AOR
  • GSD&M: creative & social AOR
  • IMW Agency: experiential