Q2 Advertising Insights for PepsiCo

Earlier this week, PepsiCo delivered its Q2 2019 earnings report, topping analysts expectations with $16.4 billion in revenue and $1.54 earnings per share, adjusted. Working with iSpot.tv, the always-on TV ad measurement and attribution company, we took a look at how the parent brand harnessed TV advertising in Q2 around six of its most popular soda and snack brands: Pepsi, Mountain Dew, Gatorade, Lay’s, Doritos and Cheetos. 

Here’s what we found, ranked by spend: 

Mountain Dew

Est. spend: $40.5 million

Total TV ad impressions: 3.2 billion

Attention Score: 93.73

Attention Index: 109 (9% fewer interruptions than the industry average) 

Most-seen spot: “Let’s Do” featuring Holly Holm and Joel Embiid (1 billion impressions) 

Gatorade

Est. spend: $37.8 million

Total TV ad impressions: 3.2 billion

Attention Score: 92.90

Attention Index: 113 (13% fewer interruptions than the industry average) 

Most-seen spot: “Keep Moving” featuring Dwyane Wade and Gabrielle Union (2 billion impressions) 

Pepsi 

Est. spend: $24.9 million

Total TV ad impressions: 2.7 billion 

Attention Score*: 92.81

Attention Index*: 96 (4% more interruptions than the industry average)

Most-seen spot: “Summergram: Pool All Day” (442.2 million impressions)  

Lay’s

Est. spend: $14.7 million

Total TV ad impressions: 1.5 billion 

Attention Score: 92.93

Attention Index: 104 (4% fewer interruptions than the industry average) 

Most-seen spot: “So Many Flavors” (743.7 million)  

Cheetos 

Est. spend: $13.1 million

Total TV ad impressions: 1.1 billion 

Attention Score: 93.73

Attention Index: 115 (15% fewer interruptions than the industry average) 

Most-seen spot: “Beluga Whale” (476 million impressions) 

Doritos

Est. spend: $13.1 million

Total TV ad impressions: 1.2 billion

Attention Score: 90.37

Attention Index: 77 (23% more interruptions than the industry average) 

Most-seen spot: “Now It’s Hot” Featuring Chance the Rapper and the Backstreet Boys (932.9 million impressions) 

*Using data from a panel of 11 million smart TVs and devices, iSpot measures the average percentage of an ad that is played, a metric called the iSpot Attention Score, and the propensity of consumers to interrupt “ad play” vs. the average, called the iSpot Attention Index (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

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