Super Bowl 2014

Super Bowl 2014: Promo2onal, Price and Adver2sing Trends for the Big Game © 2014 Market Track. Private and Confidential
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Overview
Market Track 360 Series – Super Bowl 2014
Opt-­‐in Email Social Media Radio TV (Net/
Spot, Cable, Syndicated) Online Display Cinema Online Video 360o view of what impacted the Super Bowl shopper Outdoor Mobile FSI/Direct Mail Online Websites E-­‐
commerce Trades Magazines © 2014 Market Track. Private and Confidential
Market Track reviews the omni-­‐channel product promoJon and brand acJvity leading up to Super Bowl 2014, with a focus on Digital TVs and Food category promoJons during the two weeks prior to the big game. Market Track’s 360 Series recaps key calendar events throughout the year to understand how retailers and brands engaged with consumers promo7onally to win their business Circulars/ ROP 2
Digital TV Promotions
Electronics and Mass Channels
© 2014 Market Track. Private and Confidential
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Executive Summary
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h.h. gregg featured 2x the number of circular TV promotions run by their closest
competitor, Best Buy
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Walmart promoted the same model 70” Vizio TV on their Super Bowl circular front page
for about 50% higher than their Black Friday promoted price
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Promoted prices for TVs were higher in the weeks leading up to Super Bowl 2014 than going into Black Friday
2013—Super Bowl promotions for TVs targeted shoppers looking to enhance their Super Bowl experience,
whereas Black Friday TV promotions appealed more to the value driven shopper looking for door busters
Samsung’s aggregate ad quality was 3x higher than their closest competitor, according to
Market Track’s Value Index
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Best Buy and h.h. gregg promoted the largest number and widest array of Digital TVs in print circulars during the
weeks starting 1/19 and 1/26
Samsung, Vizio, and RCA all realized improved ad quality (improved page positioning, ad size/prominence,
featured by larger retailers) compared to 2013, while Sharp and LG saw a decrease in ad quality
Sears featured the largest TV (80in) in print, while Best Buy featured the highest priced
TV ($6,499.98)
Most expensive TVs saw limited promotion in print
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Despite promoting more high-end TVs in print than in years past, retailers still promoted TVs at a lower average
price in print than in their E-Commerce space
Analysis Methodology Time Period: Weeks StarJng 1/20/2013, 1/27/2013, 1/19/2014, 1/26/2014 Media Types: Print, Online, Email, E-­‐Commerce Retailers: Electronics Channel (Best Buy, h.h. gregg, RadioShack), Mass Channel (Kmart, Sears, Target, Walmart) © 2014 Market Track. Private and Confidential
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Top Promoting Retailers (Print)
Digital TVs, Super Bowl 2013 v 2014
h.h. gregg, 1/26/2014 Best Buy & h.h. gregg lead all retailers in total TV print promo2ons 140 Count of promo2ons 120 100 80 2013 60 2014 40 20 0 h.h. gregg Best Buy Sears Wal-­‐Mart Kmart Target RadioShack h.h. gregg featured about 60 more Digital TVs than the next closest retailer Best Buy decreased total number of Digital TV print ads by roughly 20% year over year; sJll among top TV promoters Best Buy, 1/26/2014 © 2014 Market Track. Private and Confidential
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Top Promoted TV Brands
Electronics Channel, Super Bowl 2013 v 2014
2013 2014 Print (Front Pages) Print (Front Page) 38% Samsung 35% Sharp 12% 12% LG Toshiba 3% ProScan Print (All Pages) 33% 21% 16% 9% 6% Aaer a horse race with Sharp in 2013, Samsung owned nearly 2x the share of their closest compeJtor on Electronics Channel front pages, and nearly 5x in share on all pages 50% 28% Samsung 20% Samsung Panasonic Insignia Sharp 27% Insignia LG Sharp Haier 12% 7% 5% 5% Sharp ProScan LG Sony 45% 2% Vizio Email 47% Samsung 13% 3% Website Home Page Website Home Page 23% 9% Print (All Pages) 58% Samsung 35% ProScan 9% 13% 13% LG Vizio © 2014 Market Track. Private and Confidential
ProScan saw their print front page share jump by 833% in the Electronics Channel to 28%, second to only Samsung 15% 9% 9% 5% Sharp Insignia Sony RCA 78% Samsung Samsung *Measured in percent of total TV promotions by media type
Email 22% Sharp 6
Top Promoted TV Brands*
Mass Channel, Super Bowl 2013 v 2014
2013 2014 RCA saw a 32% increase in Print (Front Pages) 22% 22% RCA Seiki 30% 13% 9% 9% Samsung LG Magnavox Print (All Pages) Samsung share of front page TV ads in Mass Channel circulars, while their share more than doubled across the total circular. They improved from being a player on the front page, to owning the second largest share of print TV ads, trailing only Samsung Print (Front Pages) 29% 17% RCA 11% 9% 7% LG Seiki Vizio RCA Samsung 42% Samsung LG 10% RCA Seiki 8% Sharp Email 22% RCA 22% 11% 11% Vizio 4% Element 10% 9% 8% Sharp Vizio Seiki Website Home Page 12% 11% Seiki 13% Print (All Pages) 15% 13% 17% Samsung 33% Website Home Pages 23% 29% 10% 10% 1% Sears and Walmart promoted Sceptre TV’s heavily on their website home pages, vaulJng the brand into the top spot in share of home page TV promoJons with 42%; Sceptre Vizio LG 50% RCA Quasar 50% Email Samsung, Seiki, and Sharp were all pushed out of the top 5 ProScan Samsung Sharp Vizio © 2014 Market Track. Private and Confidential
*Measured in percent of total TV promotions by media type
RCA Samsung 7
TV Ad Quality by Brand
Market Track Value Index (MTVI), Super Bowl 2013 v 2014
Samsung, Vizio, RCA see improved print ad quality during 2014 Super Bowl 180.0 160.0 Sum of MTVI 140.0 120.0 100.0 80.0 2013 60.0 2014 40.0 20.0 0.0 *Market Track Value Index (MTVI) is Market Track’s proprietary measure of ad effectiveness, which includes factors such as placement, size, retailer, and market. This chart
shows an aggregate total MTVI for all promotions by brand.
Samsung was the leader in print ad quality (MTVI) among TV brands by roughly 3x over their closest compeJtor in RCA Vizio and RCA both at least doubled Walmart, 1/26/2014, Page 1 of 24 © 2014 Market Track. Private and Confidential
Sears, 1/31/2014, Page 1 of 8 their ad quality compared to Super Bowl 2013 8
TV Pricing/Sizing by Channel (Print)
Electronics v Mass Channel, Super Bowl 2014
Mass Channel $7,000 Super Bowl Black Friday Mass stores featured $6,000 Price $5,000 $4,000 $3,000 $2,000 $1,000 $0 0 10 20 30 40 50 60 70 80 TV Size (Inches) promoted prices for TVs were higher during Super Bowl than during Black Friday, even on TVs that Electronics Channel $7,000 $6,000 $5,000 Price lower print promoted prices than Electronics Channel compeJtors, parJcularly among the larger TV sizes (50” and over) Overall, print $4,000 $3,000 were promoted for both events $2,000 $1,000 $0 0 10 20 30 40 TV Size (Inches) © 2014 Market Track. Private and Confidential
50 60 70 80 9
TV Pricing/Sizing by Retailer (Print)
Electronics & Mass Channel, Super Bowl 2014
$5,000 $4,500 Print Promoted Price (Dollars) $4,000 $3,500 Best Buy $3,000 HH Gregg $2,500 Kmart $2,000 Sears $1,500 Target Walmart $1,000 $500 $0 20 30 40 50 60 70 80 TV Size (Inches) Best Buy, h.h. gregg, and Sears promoted the widest array of TV prices and sizes during Super Bowl 2014, such as Best Buy’s 75” Samsung LED 1080p 240Hz Smart 3D HDTV for $6,499 © 2014 Market Track. Private and Confidential
The vast majority of TVs promoted in Target and Walmart circulars were between 30” – 50”, and were priced at <$1,000 10
Promoted Pricing Averages
Digital TVs, E-Commerce v Print, Super Bowl 2014
Average E-­‐Commerce TV Price* (779 total TVs) $2,500 $2,039 $1,982 $1,770 $2,000 $1,747 $1,719 $1,453 $1,500 $925 $1,000 $658 $500 $0 Sears Best Buy Amazon Kmart h.h. gregg Industry average Walmart Target Average Print Promoted TV Price** (275 total TVs) $2,500 $2,000 $1,500 $1,295 $1,219 $1,101 $1,008 $537 $1,000 $473 $413 $500 Despite the choice by many retailers to promote higher-­‐end TVs in print during Super Bowl 2014, the average price for TVs promoted in print was s2ll much lower than the average E-­‐
Commerce pricing for TVs available on retailer websites $0 Best Buy h.h. gregg Industry average © 2014 Market Track. Private and Confidential
Sears Walmart Kmart Target *Includes TVs on retailer E-Commerce sites, excluding Marketplaces
**Includes only TVs promoted in print circulars
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Food & Drinks Promotions
Grocery & Mass Channels
© 2014 Market Track. Private and Confidential
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Executive Summary
!   Drinks-Sodas share of circular front pages was up as much as 4x from
Super Bowl 2013
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Drinks-Sodas was the top promoted Food category on circular front pages among A&P,
Ahold, Kroger, and Safeway banners, as well as Mass merchants—the category saw its
biggest gains on Kroger (+330%) and Ahold (+300%) front pages
!   Count of Snack bundles stayed flat year over year, yet PepsiCo’s share of
bundles dropped 25%
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11% of Snacks promotions in the two weeks prior to Super Bowl were bundles (Snacks
featured with another category in the same ad block); PepsiCo led all manufacturers with
30% share of all Snacks bundles, though their share was down 25% from Super Bowl 2013
!   Four of the top five Food categories promoted on Safeway banner front
pages were Drinks (Sodas, Water, Beer, Coffee)
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Safeway banners reallocated front page space away from Meat & Seafood categories to
Drinks categories
!   PepsiCo promoted their Super Bowl half-time sponsorship through multiple
media throughout January, including TV, Online Video, Viral Video, Mobile,
Social and Outdoor advertisements
Time Period: Weeks StarJng 1/20/2013, 1/27/2013, 1/19/2014, 1/26/2014 Media Types: Print, Social Media, Online Video, Viral Video, Mobile, Outdoor, TV Retailers: A&P Banners, Ahold Banners, Kroger Banners, Safeway Banners, Kmart, Target, Walmart © 2014 Market Track. Private and Confidential
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Top Promoted Categories (Print Front Page*)
A & P, Ahold, Kroger Banners, Super Bowl 2013 v 2014
2013 Drinks-­‐Sodas front A&P Banners 15% 8% Snacks -­‐ Crackers TorJlla Chips 8% Drinks -­‐ Sodas 8% 8% Meat -­‐ Snacks -­‐ Chicken Potato Chips Ahold Banners 13% 12% 8% Crackers Fr. Pizza Juices -­‐ Chilled 8% Meat -­‐ Pork 7% Drinks -­‐ Sodas Kroger Banners 12% 11% 11% 10% 5% Crackers Fr. Pizza Snacks -­‐ Drinks -­‐ Potato Chips Sodas © 2014 Market Track. Private and Confidential
2014 Bolled Water -­‐ SJll page share grew nearly 2x at A&P banners, 4x at Ahold banners, and more than 4x at Kroger banners compared to 2013; it was the top promoted category on the front page at each banner A&P Banners 15% Drinks -­‐ Sodas 28% 14% Crackers Crackers Beef and Beer gained front page share at Kroger banners, vaulJng both categories into the top 5 promoted Food categories on front pages Bolled Water -­‐ SJll 7% 5% Snacks -­‐ TorJlla Chips Meat -­‐ Chicken Ahold Banners 13% Drinks -­‐ Sodas 11% 9% 7% 6% Meat -­‐ Chicken Bolled Water -­‐ SJll Fr. Pizza 8% 8% 6% Fr. Pizza Meat -­‐ Beef -­‐ Butcher Block Beer Kroger 43% 14% Drinks -­‐ Sodas Snacks -­‐ Potato Chips *Measured in percent of total front page Food promotions
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Top Promoted Categories (Print Front Page*)
Safeway Banners & Mass Channel, Super Bowl 2013 v 2014
2013 2014 Safeway Banners 19% Safeway Banners 12% 8% Meat -­‐ Beef -­‐ Butcher Block 16% Beer 7% Drinks -­‐ Sodas 7% Iced Tea -­‐ Indv 10% 6% Seafood -­‐ Shrimp Drinks -­‐ Sodas Bolled Water -­‐ SJll 6% Coffee -­‐ Meat -­‐ Beef -­‐ Ground/Bean Butcher Block 21% 9% 17% 9% 12% 6% Fr. Pizza Beer 6% Mass Channel Mass Channel 13% Drinks -­‐ Sodas 7% Candy -­‐ Pkg Snacks -­‐ Crackers Non-­‐Choc Potato Chips Meat & Seafood categories lost front page share to Drinks categories including Sodas, Bolled Water, and Coffee at Safeway banners © 2014 Market Track. Private and Confidential
7% Drinks -­‐ Sodas Candy -­‐ Pkg Chocolate Crackers 5% Bolled Water Snacks -­‐ -­‐ SJll Potato Chips Frozen Pizzas dropped from owning 13% share of Mass channel front page Food promoJons in 2013, to less than 5% in 2014 *Measured in percent of total front page Food promotions
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Top Promoted Manufacturers(Print Front Page)
Percent of Total Category Promotions, Super Bowl 2013 v 2014
2013 2014 Beer/Spirits/Wine 24% 21% 7% MillerCoors Anheuser-­‐Busch InBev 29% 27% Diageo 5% Crown Imports Heineken USA Drinks 22% 6% Dr Pepper Snapple Pepsico 41% 40% California Pizza Kitchen Coca-­‐Cola Nestle Waters Private Label 23% Red Baron 4% 4% Freschela Tombstone 15% Kelloggs 22% 5% Anheuser-­‐Busch MillerCoors InBev 28% 3% General Mills Private Label © 2014 Market Track. Private and Confidential
PepsiCo lost almost 25% share of front page Snacks promoJons compared to 2013 5% 5% ConstellaJon Crown Imports Heineken USA Brands Drinks 27% 19% 6% Pepsico 38% Dr Pepper Snapple DiGiorno Coca-­‐Cola Private Label 10% 8% California Freschela Red Baron Pizza Kitchen 31% 22% Nestle Waters 5% ToJnos Snacks 12% Pepsico 5% Frozen Pizza 15% 6% Mondelez InternaJonal Beer/Spirits/Wine 14% Snacks 19% Pepsico 5% Frozen Pizza 18% DiGiorno 5% Anheuser-­‐Busch InBev narrowly edged out MillerCoors in share of front page Beer/Spirits/
Wine promoJons in 2014, though each supplier’s share was fairly consistent year over year Mondelez Kelloggs InternaJonal 5% 4% Mars Private Label 16
Snacks Bundles (Print, All Pages*)
Super Bowl 2013 v 2014
11% of the 1,743 promoted Snacks products during Super Bowl 2014 were a part of a bundle PepsiCo was the most prominent manufacturer featured in bundle ads, though they saw a drop in share of Snack bundles in 2014 PepsiCo products made up 40% of all Snacks bundles in 2013 40% PepsiCo share of Snacks bundles drops to 30% in 2014 Kmart, 1/26/2014, Insert-Paper, Page 13 of 16
30% 14% 16% 11% 9% 6% 6% 6% 3% Pepsico Kelloggs General Mills Private Label © 2014 Market Track. Private and Confidential
Mondelez InternaJonal Pepsico Kelloggs General Mills Private Label Mondelez InternaJonal *Measured in percent of total Snacks bundle promotions
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PepsiCo Goes 360 for Super Bowl
In addiJon to owning the largest print promoJonal share in the Drinks and Snacks categories, starJng January th
4 , PepsiCo engaged with their consumers “Get Hyped for Hal_ime” Super Bowl brand messaging using TV, TV (Net/
Spot, Cable, Syndicated) Outdoor, Mobile, and Online/
Viral Video, among other media Outdoor © 2014 Market Track. Private and Confidential
Online Video Mobile 18
Brand Trends/Creative Advertising
© 2014 Market Track. Private and Confidential
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Out with the Old at RadioShack
TV (Net/
Spot, Cable, Syndicated) RadioShack saw a 22x spike in their social media men2ons during Super Bowl 2014 (Adobe Digital Index) thanks to their Super Bowl TV ad promoJng their rebranding. The Electronics retailers supplemented their TV spot with omni-­‐channel promoJons across their website, Sunday circular, and Social Media Online Websites Circulars/ ROP Social Media RadioShack, 2/2/2014, Social, Facebook
RadioShack, 2/2/2014, Website, Internet, Home Page
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RadioShack, 2/2/2014, Insert-Paper, National, Page 1 of 4
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Bud Light Brands Fan Experience
Anheuser-­‐Busch leveraged various digital media to promote their Super Bowl brand experience, featuring their Bud Light Hotel party on TV, Jcket sweepstakes in Radio, and their official sponsorship in various Online Display ads Online Video Online Display TV (Net/
Spot, Cable, Syndicated) © 2014 Market Track. Private and Confidential
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