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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