MediaRadar, the leading advertising intelligence and sales enablement platform, released its analysis of pet brands’ advertising spend, analyzing January 1st, 2020 - May 23rd, 2020, across TV, Digital, Weekly Print and Newspapers, discovering that spend from pet brands is up 51%, year-over-year, which brands are the top five spenders, plus, much more.
MediaRadar’s deep dive revealed that pet brands’ advertising spend between March 8th, 2020 and May 23rd, 2020 increased 51% year-over-year (YoY), when compared to the same time period in 2019. “Our analysis also found that the average weekly ad spend from Pet Food brands increased 30% when comparing February of 2020 to April of 2020,” added Todd Krizelman, Co-Founder and CEO of MediaRadar.
According to the study, Pet Food is the largest subcategory of Pet Brand advertising, making up over 75% of all the industry’s advertising. When analyzing March 8th, 2020 to May 23rd, 2020, the study discovered that Cat Food brands’ ad spend is up 38%, YoY. In comparison, Dog Food saw a 17% increase, YoY, for that same time period. “Even with the faster growth, Cat Food remains a smaller subcategory in terms of advertising support. Year-to-date, Dog Food products have ad budgets that are 58% higher than Cat Food products,” added Krizelman.
Year-to-date (YTD), the top five advertisers in the pet products category include Mars, Incorporated, Nestlé, General Mills, The J. M. Smucker Company and The Farmer’s Dog (in no specific order). These five companies collectively spent over $185M to promote pet products, YTD. The study also found that all five brands have increased their ad spending so far, throughout 2020.
“Although a small subcategory, when it comes to advertising, it’s worth noting that Pet Grooming products also increased their ad spend, more than 9x, year-over-year, since March 8th of 2020 to date. This is most likely a result of pet salons being forced to close amid the pandemic,” concluded Krizelman.
MediaRadar offers a suite of tools that provide sales intelligence directly to media and ad tech sales personnel, as well as new business development executives at agencies. The company tailors its products to support broadcasters, dotcoms, ad tech companies, magazines, newspapers, and mobile media companies.
The platform’s intelligence capabilities are powered by a proprietary combination of AI and machine learning. Through its technology, MediaRadar distills multi-channel campaign intelligence into actionable competitive insights, brand analysis, and prospecting reports, all in one easy-to-use platform. Users leverage these insights to identify the best prospects, build and nurture stronger relationships with clients, and close more business.
New shelter data casts doubt on whether the pet population and pet ownership are truly growing.
While the pandemic caused unprecedented suffering worldwide in 2020, the disruptions to dogs, cats and other pets adoption numbers may normalize in 2021.