Eggspert TV tactics for Easter ads
Kids may associate Easter with the hunt for eggs – but for companies, it’s all about the battle for a slot in the nation’s Easter baskets. Easter is the second best holiday for candy retailers after Halloween, and generated an estimated $2.4 billion in 2013 U.S. candy sales. Perhaps it’s no surprise then that the candy category racked up the most spend in Easter-themed television ad messaging last year, hoping to drive parents to stores in search of Peeps, jelly beans, Cadbury eggs, and other sugary confections to fill their children’s pastel baskets.
One sweet holiday
Total TV spend on Easter-themed ad creative totaled $59M in 2013, and candy companies spent the most, pouring $17.5M into TV ads that mentioned the holiday. Next in line were department stores, toy/craft stores, discount department stores, and shoe stores. Cable TV advertising was the focus of the holiday, as advertisers put 40% of their eggs in the cable basket. Network was responsible for 34% of Easter-specific TV spend, Syndication 17%, and Local 10%. Local market Easter spend was highest in the cities of Los Angeles, Atlanta, Houston, Philadelphia, and Detroit.
Looking at candy advertisers specifically, Cadbury spent the most on Easter advertising for its Cadbury Creme Egg, pouring $7.2M into TV spend. Next in line was Reeses ($3.5M), Hershey’s ($3.5M), M&M’s ($2.3M), and Jelly Belly ($504K). Despite the ubiquity of fluffy marshmallow chicks in store aisles, parent company Just Born surprisingly spent only $262K on Easter-specific TV ad messaging for its Peeps products. Of course, Just Born is an independent family-owned company without the deep pockets of the major brands – and it also benefits from tremendous word of mouth, with numerous blogs offering recipes, crafts projects and even terrifying experiments featuring Peeps. Some local brands advertised exclusively in local market TV, like Pennsylvania-based chocolatiers Saris and Gertrude Hawk, who only ran spot TV ads in Pittsburgh and Wilkes-Barre, respectively. Lindt ran ads strictly on Local TV in Seattle and Minneapolis.
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Need to Know More?
Our analysis of Easter ad trends is based on our AdScope monitoring of the multimedia marketplace. Our scope extends beyond Easter, so if you would like to know more about how a particular category, brand, or messaging is faring across the entire media mix, we can provide actionable insights based on our broad range of solutions.
Senior Account Service Representative, AdScope
Kantar Media Ad Intelligence