Razor Companies Shave TV Spend, Increase Reach
*All data from TV ad measurement and analytics company iSpot.tv Jan 1- Aug 31st, 2018
The shaving industry relies heavily on TV to get its message out, with more than a quarter billion ($228.1mm) invested in TV ad campaigns through August 31, 2018. Those dollars have delivered more than 20.9 billion impressions on the year.
*chart from iSpot.tv Dashboard. Get your demo here.
- Despite Shave & Hair Removal segment spending going down 16.6% from the same period last year, the number of impressions delivered has increased, indicating razor makers are refocusing their TV spend.
- The shift can also be attributed to a more gender-balanced targeting approach. As brands shifted dollars to rely more heavily on female-skewing shows such as Keeping Up with the Kardashians and Friends, networks were able to deliver more impressions at a lower price.
- By most measures, the industry is dominated by two brands, Gillette and Schick, which combined for a total of 57%, or just over $130 mm.
- Schick is running more closely to Gillette in terms of spending this year compared to last, largely because Gillette decreased spend from $74.5 mm to $67.2mm.
- The industry skews younger than the average composition of TV audiences with a concentration of TV dollars going to viewers under 55 with special attention to the 18-24 year-old demographic.
*chart from iSpot.tv Dashboard. Get your demo here.
Gillette:
The good news for P&G is the brand has become more efficient with its TV dollars. Despite Gillette’s decrease in TV spend for the first eight months of 2018, data shows the number of impressions soared 67% from 3.6bn in 2017 to 5.4bn.
Schick:
Schick, the number two industry spender, made a slight increase in spend from $61.75mm to $62.8mm for a 27.55% Share of Voice (SOV). Impressions jumped significantly from 4.6bn in 2017 to 6.7bn in 2018.
Finishing Touch:
Finishing Touch spent $24.9mm in 2018 with 10.93% SOV. This is up 162.1% from the 2017 spending total of $9.5mm during the same period. Impressions increased from 642.1mm to 1.5bn.
Dollar Shave Club:
Dollar Shave Club decreased spend from 2017 by over $8mm from $29mm to $20.7mm, grabbing 9.09% SOV. Impressions dropped slightly from 1.8bn to 1.75bn.
Venus:
Venus, the fifth biggest spender in the Shave & Hair Removal segment, spent $17.7mm in 2018 with 7.75% SOV, down from $23.3mm in 2017. Even with the reduced spend, impressions increased from 2bn in 2017 to 2.4bn in 2018.
Harry’s
Finally, Harry’s, the number six spender in 2017, dropped to the 8th spot in 2018 by decreasing spend from $11.1mm to $3.6mm, yielding 1.57% of the segment’s SOV.
*chart from iSpot.tv Dashboard. Get your demo here.
What Razor Ads Hold Attention?
Amongst the top brands, Schick won attention, being 44% less likely to face interruption than competitors. Gillette, the other industry leader, failed to hold attention and was 38% more likely to be interrupted than the average. Finishing Touch was the only other top brand succeeding in keeping attention. The brand’s ads were 19% less likely to be interrupted. The other leading brands all failed to hold attention; Dollar Shave Club (8%), Venus (14%), and Harry’s (29%) were all more likely to be interrupted than the industry benchmark.
Top Shows and programs for Shave & Hair Removal industry ads by estimated spend:
- NBA Basketball- $6mm
- NFL Football – $5.5mm
- South Park- $4.8mm
- Keeping Up with the Kardashians – $4.1mm
- College Basketball- $3.9mm
Top Networks for Shave & Hair Removal industry ads by estimated spend:
- Comedy Central- $11.4mm
- ESPN- $10.4mm
- CBS- $9.9mm
- E!- $9.7mm
- MTV- $9.5mm