Ad Spending Among Pet Brands Jumps, Survey Finds
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Advertising among pet brands is up 51 percent year-over-year, according to a survey conducted by MediaRadar, an advertising intelligence and sales enablement platform in New York. MediaRadar analyzed advertising spending from Jan. 1-May 23 across TV, digital, weekly print and newspapers.
Pet food was found to be largest subcategory of pet brand advertising, making up more than 75 percent of all the industry’s advertising. The average weekly ad spending from pet food brands increased 30 percent when comparing February to April, said Todd Krizelman, co-founder and CEO of MediaRadar.
When analyzing March 8—around the time COVID-19 began making waves—to May 23, the survey discovered that cat food brands’ ad spending was up 38 percent year-over-year. In comparison, dog food saw a 17 percent increase, year-over-year, for that same time period.
“Even with the faster growth, cat food remains a smaller subcategory in terms of advertising support,” Krizelman said. “Year-to-date, dog food products have ad budgets that are 58 percent higher than cat food products.”
Year-to-date, in no specific order, the top five advertisers in the pet products category were Mars Inc., Nestlé, General Mills, J. M. Smucker Co. and The Farmer’s Dog. These five companies collectively spent more than $185 million to promote pet products, according to the survey. It was also found that all five brands have increased their ad spending so far throughout 2020.
“Although a small subcategory, when it comes to advertising, it’s worth noting that pet grooming products also increased their ad spend, more than nine times, year-over-year, since March 8 of 2020 to date,” Krizelman said. “This is most likely a result of pet salons being forced to close amid the pandemic.”