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Breakfast is proving the rare bright spot in the coronavirus advertising slump. Companies that help provide the first meal of the day, like cereal makers, upped their ad spending more than 13 percent from February to March as more quarantined Americans suddenly find the time they need to eat breakfast, according to a new report. …
Breakfast is proving the rare bright spot in the coronavirus advertising slump.
Companies that help provide the first meal of the day, like cereal makers, upped their ad spending more than 13 percent from February to March as more quarantined Americans suddenly find the time they need to eat breakfast, according to a new report.
The trend is expected to accelerate through April and will benefit TV and weekly magazines, according to Todd Krizelman, CEO of MediaRadar, which tracks the industry.
“With Americans settling in and establishing new routines working from home, people will be consuming much more breakfast at their kitchen table,” Krizelman said. “In fact, we predict there will be a race to capture all the new demand and lock in new customers.”
Breakfast food makers spent an average of $11.1 million a week in March, compared with $9.8 million a week in Feb, Krizelman said. He pointed at four brands itching to get in front of quarantined families: Kellogg’s Rice Krispies (+76 percent), Honey Bunches of Oats (+46 percent), Cheerios (+40 percent) and Pop-Tarts (+29 percent).
And what’s a good breakfast without milk? Organic Valley Grass-Fed Milk tripled its ad spending month over month while Planet Oat Oatmilk was up 69 percent, Krizelman said.
Ads for breakfast food were seen across 17 different weekly publications in March, including People, Entertainment Weekly, OK! Weekly and more. Although the digital spend is small, Krizelman said, pandemic creative is starting to show up on Facebook, YouTube and Snapchat.
April is on track to be even better. In the week ending April 6, the ad spend was up even more, to $12.6 million, across TV, digital, weekly magazines and daily newspapers, up 29 percent from February, before the coronavirus hit.
Krizelman sees print, including monthly magazines, getting 17 percent of the news spending, “with TV taking 82 percent and digital getting 1 percent.”
