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Pour one out for Pepsi.<\/p>\n
A few months after Dr Pepper replaced it as the second most-popular soft drink in the US, the soda giant is also lagging behind Dr Pepper in terms of TV ad spend, according to data from MediaRadar.<\/p>\n
In the first four months of 2024 alone, Dr Pepper has invested almost all\u201492%\u2014of its ad spend into TV ads, according to MediaRadar, which analyzed TV ad spend data from January 1, 2022, to April 30, 2024, for Coca-Cola, Dr Pepper, and Pepsi. In comparison, Pepsi spent 72% of its ad spend on TV, while Coca-Cola spent 52%.<\/p>\n
Combined, the three brands have spent nearly $400 million on TV ads since January 2023, MediaRadar found.<\/p>\n
\u201cThere have been notable TV ad campaigns for soda over the years, from Coca-Cola\u2019s polar bears to Pepsi\u2019s star-studded commercials,\u201d Todd Krizelman, MediaRadar\u2019s founder and CEO, wrote in the report. \u201cThere is a reason why these brands choose to spend more heavily on TV compared to any other format, because TV provides wide visibility for them.\u201d<\/p>\n
The doctor is in:<\/strong> While Dr Pepper spent the highest percentage of its advertising budget on TV, Coca-Cola spent the most on TV in the first four months of 2024. It contributed $41 million in TV ad spend, while Dr Pepper spent $29 million and Pepsi spent $17 million, per MediaRadar. Of the more than $204 million spent on soft-drink advertising in the first four months of 2024, the three brands accounted for more than $133 million of it, according to MediaRadar.<\/p>\nIt\u2019s a huge sum of money, but Coca-Cola and Pepsi are both dialing back their TV spend year over year. Coca-Cola\u2019s spend represented a 46% YoY decrease, and Pepsi\u2019s ad spend dropped 54% YoY, while Dr Pepper\u2019s TV ad spend was relatively flat year over year, MediaRadar found.<\/p>\n
Sportstar:<\/strong> Dr Pepper has notched a few memorable ad campaigns in the past few years, including its \u201cFansville\u201d campaign capitalizing on NIL college athlete partnerships. Coca-Cola, meanwhile, is gearing up for the Olympics as the Games\u2019 longest-running partner, recently debuting a new Olympic ad campaign.<\/p>\nPepsi has also leaned into sports-related marketing opportunities this year. Despite ending its partnership with the Super Bowl halftime show in 2022, the brand activated heavily around this year\u2019s Super Bowl, including with broadcast ads for its \u201cGet Wild\u201d campaign and national TV ads around Wild Card Weekend leading up to the big game. The soft-drink brands\u2019s longtime CMO, Todd Kaplan, exited the company last month to join Kraft Heinz North America as its top marketer.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. Pour one out for Pepsi. A few months after Dr Pepper replaced it as the second most-popular soft drink in […]<\/p>\n","protected":false},"author":1,"featured_media":21391,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21390","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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