Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Papa Johns announces new media AOR, continues search for creative AOR (Score 77)
Sales lead: Reach out ASAP to see if you can still participate in the creative review.
- Papa Johns (PJ) completed a portion of the review we told you about in August by naming Carat media AOR.
- Havas Media, the incumbent media AOR, won the account in 2019.
- The company is still searching for a new creative agency.
- Pile and Company is handling the review process for PJ.
Target demographic: Gen-Xers & millennials with a male skew
The company will likely:
- Continue reviewing its agency roster after the creative review
- Revise media strategy
- Ramp ad spend back up
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: PJ spent nearly $76.3m on national TV ads YTD, a slight (4%) decrease from $79.8m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend increased by 5% from $91.5m in 2021 to $96m in 2022.
- Ad programming: It placed ads during programming such as NFL Football, College Football, NBA Basketball, Friends, and NCIS.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: PJ spent almost $20.3m on digital display ads YTD, down 16% from $24.3m spent in this channel during the same time period of 2022.
- YTD data: 2b impressions via Facebook (32%), YouTube (27%), desktop video (26%), Instagram (12%), desktop display (3%), and mobile display (1%).
- 2021-2022 spend: Full-year spend increased by 11% from $28.2m in 2021 to $31.2m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, twitch.tv, instagram.com, and wwe.com.
Additional channel insights
- Vivvix: PJ also invests in OOH, print, radio, and local broadcast.
- Top podcasts sponsored: The Glenn Beck Program, Hidden Killers With Tony Brueski | True Crime News & Commentary, The Dana Show with Dana Loesch, The Sports Junkies, and The Ken Coleman Show.
Agency analysis:
- Opportunity: You may still be able to participate in the creative review, so reach out now to get your pitches in.
- Current roster:
- Carat: media AOR
- Nimbus: multicultural AOR
- Camp + King: creative AOR (currently under review)