Seema Shah · September 2023
Limited-Edition Tuesday Mobile Memo
During Labor Day Weekend in 2022, the shopping category accounted for approximately 80% of US ad spend, followed by consumer packaged goods, auto, and media & entertainment. Within the shopping category, 73% of ad spend was in the home & garden category. In the week of August 28, 2023, the home & garden category made up 90% of spend within the shopping category. Coca-Cola invested around 15% of its US ad spend on its hero product, Coke, with 20% of that spend dedicated to limited edition versions. PepsiCo allocated about 15% of its US ad spend to Gatorade, while Pepsi only accounted for 2% of ad spend.
Key Takeaways:
During Labor Day Weekend in 2022, the shopping category increased to ~80% of US ad spend across all categories followed by consumer packaged goods (5%), auto (4%), and media & entertainment (4%), per Pathmatics by Sensor Tower
Drilling further into the shopping category around the “Labor Day” keywords through the creative text in Pathmatics, 73% of the US ad spend in 2022 was in the home & garden category
For the week of Aug. 28, 2023, the home & garden category is up to 90% of spend within the shopping category as stores try to sell off their outdoor furniture or promote mattress sales
From Jan’23 to Aug’23, Coca-Cola has invested ~15% of its US ad spend to its hero product, Coke, with 20% of that spend dedicated to Coke Limited Edition versions
PepsiCo, in comparison, has Gatorade as its hero beverage, which accounted for ~15% of all US ad spend in 2023 YTD, with Pepsi only attributing 2% of US advertising spend to the drink, below its Zero Sugar offering
For more information, request the full report from reports@sensortower.com.
