Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Millennial Parents Opps: Barbie reviews creative account (Score 32)
Sales lead: Reach out ASAP to compete in the review.
- Barbie just announced it is reviewing its creative account.
- I believe BBDO is the incumbent agency.
- The brand is hoping to build on the success of last summer's movie.
Target demographic: Millennial parents
The brand will likely:
- Release fresh creative work/launch an ad campaign once it completes the review
- Review other agency relationships
- Ramp up ad spend
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Barbie spent almost $14.5m on national TV ads YTD, a 14% decrease from $16.9m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend equaled $23.9m in 2021 and $23.2m in 2022.
- Ad programming: It placed ads during programming such as SpongeBob SquarePants, PAW Patrol, Henry Danger, Bluey, and The Loud House.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Barbie spent nearly $2.8m on digital display ads YTD, the same amount it spent in this channel during the same time period of 2022.
- YTD data: 504.3m impressions via Facebook (57%), Instagram (22%), and YouTube (21%).
- 2021-2022 spend: Full-year spend fell by 41% from $6.8m in 2021 to $4m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.
Additional channel insights
- Vivvix: Barbie also invests in local broadcast.
- It holds media planning discussions in Q4 and it buys during Q1.
- Top podcasts sponsored: The Megyn Kelly Show, The Indicator from Planet Money, Stories from NPR, The NewsWorthy, and The Jordan B. Peterson Podcast.
Agency analysis:
- Opportunity: Agency reviews tend to follow one another, so contact Barbie's DMs to see if it is looking for any other assistance.
- Current roster:
- Weber Shandwick: PR AOR
- Spark Foundry: media AOR