Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Huggies launches ad campaign
Media Sales Lead: Huggies just kicked off a new campaign called "Baby Butts." It is headlined by a 30-second spot that shows how Huggies' diapers fit babies of all shapes and sizes. The ad, and another 15-second spot, will run across linear TV, OLV, and OLA. It will also be supported through print, radio, audio, social media, and influencers. The brand worked with creative shop Quality Meats on the ad.
Key Lead Takeaways: Reach out now to offer last-minute campaign ad space.
Target Demographic: Millennial parents with a female skew
Key Spend Notes:
- Planning period: Q4
- Buying period: Q3
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Huggies under Baby Care**
- 2023 YTD Spend: $24m
- 2022 FY Spend: $43m
- 2021 FY Spend: $50m
- 2020 FY Spend: $66.4m
Ad Flight Breakdown (by spend): Huggies has aired eight spots in 2023; the top five were "Fun, Fast, and Easy," "Stay Comfy While You Move," "Hey Baby," "Every Detail," and "Bebé bailador."
Top Daypart (by impressions): Primetime (1.7b), Day Time (1.3b), Early Fringe (668.9m), Weekend Afternoon (649.9m), and Early Morning (443.8m).
Top Networks (by spend): ABC, NBC, OXYGEN, BET, and FX.
Top Shows (by spend): American Idol, Ridiculousness, 9-1-1, The Bachelor, and Bluey.
Top Industry/Vertical Spenders (by spend): Huggies (62%), Pampers (21%), Care.com (13%), Coterie Baby (2%), and Water Wipes (1%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Huggies under Baby & Toddler**
2023 YTD Spend: $12.1m
2022 FY Spend: $44.6m
2021 FY Spend: $36.8m
2020 FY Spend: $29m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $10.4m
- Q2 2022 Spend: $15.3m
- Q3 2022 Spend: $11m
- Q4 2022 Spend: $7.8m
Impressions: 1.6b
Top Ad Types (by spend): Instagram (47%), Facebook (41%), YouTube (11%), and desktop display (1%).
Top Purchase Channels: Direct (99%) and Google AdX+AdSense (1%).
Top Publishers: instagram.com, facebook.com, youtube.com, parents.com, and babycenter.com.
Top Industry/Vertical Spenders: Huggies (35%), Pampers (24%), Dyper (6%), Vivvi & Bloom (6%), and Hello Bello (5%).
Top Creative (by spend; see below): Pathmatics reports that 268 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Huggies also invests in print.
Current Agency Roster:
- Quality Meats: creative
- Mindshare: media AOR
- Edelman: PR
- Digitas: digital
