Halloween 2019 brings surprising advertisers

Expect the unexpected on Halloween – especially when it comes to the advertising. Kantar examined Halloween commercials on national TV from September 30-October 22, 2019 and what we found was quite surprising.

The leading advertiser for Halloween ads was not a candy brand. Nor was it a costume retailer. Instead, Geico has been putting a spooky spin on its marketing and investing more than any other advertiser in the country on Halloween commercials this year.

During the measured period, the insurance giant spent nearly $48 million on Halloween ads on national TV – accounting for 58% of all Halloween themed creative and spending more than quadruple the number two advertiser for the holiday. Reese’s, a much more likely marketer targeting the day, spent just over $10 million on national TV spots.

Familiar faces for “GEICO-Ween”

Dubbed “GEICO-ween,” the campaign itself may be surprising, but the ads featured old favorites like the Geico Gecko exploring an old attic, a movie night in with Casper the Friendly Ghost, and a resurrection of Geico’s classic “horror movie” commercial from 2014. A new character in the form of a creepy witch named Griswalda was also added to the mix for the holiday push.

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This is just the prelude to the upcoming winter holiday season. We will be monitoring closely to track seasonal ads from Geico, and every advertiser, throughout the remainder of the year.



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