Are you a Momma’s Boy or a Daddies Girl?

July 3, 2017

 

This is a question that drives Trinidad & Tobago’s advertisers every year. They create campaigns meant to influence you to express love for mom and dad, usually by buying them a gift and taking them out to eat. Love is subjective and hard to quantify but, we can measure the level of campaign activity around these two special days. While we may not be able to say if they are more ‘Momma’s Boys’ than ‘Daddies Girls’, we can judge who advertisers believe gets more ‘love’ each year. Or at least who they think you are more likely to spend your disposable cash on.
 

Media Companies are definitely momma’s boys!  
 

Break down of Mass Media’s Own Advertising for Mother’s Day vs Father’s Day 
 

 

 

We looked at the level of promotion by media companies themselves for each day. We found a pretty clear winner. It was not even close with approximately 700% more advertising running for Mother’s Day. However, there was one toe hold for the dads in the data. Dad’s did win the battle for control of the TV remote, with 56% of the tv ads run by TV broadcasters.

Brands Advertising Activity Grouped by Industry across Mother’s Day and Father’s Day Campaigns.
 

Removing the Media company industry from the data we are left with 28 industries that targeted these two special days with campaigns. Retail Stores led the way with 47% of all activity. Followed in a distant second by the Entertainment industry at 11%.  
 

Industry Activity Comparison Father’s Day vs Mother’s Day 

 

When we compared advertising activity, looking at the Father’s Day campaigns versus the Mother’s Day campaigns, it showed that Mother’s Day was targeted by 24 industries versus the 18 that ran Father’s Day ads. The data showed that Mother’s Day and Father’s Day had 13 industry categories in common. Mother’s Day had 11 unique categories, and Father’s Day had only 5. Mother’s Day was able to attract significant additional advertising from industries like Trade Groups and Associations and Non Alcoholic Beverages, helping it to win in the head to head comparison.


Five Industries Who Advertised for Fathers Day Only.

1.      Telecommunications

2.      Distribution Companies

3.      Medicines

4.      Shipping / Packing and Delivery Services

5.      Pending

 

Advertisers bank on Momma’s Boys in Trinidad and Tobago.

As you can see from the chart above, Mother’s Day wins across all the different media types. Radio was the most used media type across both Mother’s Day and Father’s Day. Newspaper advertising came in second followed by TV.
 

When you look at the individual media channels Newspapers, rise to the top. They took 3 out of the top 4 rankings. The Express Newspaper got the most activity as ranked by value of the advertising we monitored. Radio has the most competition in the market, but we do see a clear number one station by activity. Star 94.7FM had more than double the activity of the next nearest station We 96.1FM.
 

Top 5 radio stations Father’s day vs Mother’s day.

 

What brands were driving the activity this year?

We did see a lot of variation between the brands across Mother’s Day and Father’s Day. The Top 10 brands across the two special days only shared one common brand- Detour Stores. 197 brands ran ads, Mother’s Day had 138 brands while Father’s Day had 99 active brands. When you note the extra 40 brands targeting Mother’s Day that goes a long way in explaining why it came out as a clear winner in our analysis.
 

Top 10 Mother’s Day Brands

 

Top 10 Father’s Day Brands  

 

 

Father’s Day vs Mother’s Day Total Spend by Media Type

 

 

Mothers Day got 53% of the advertising activity that we monitored. So that means the ‘Momma’s Boys’ beat out the ‘Daddies Girls’ in 2017, although it was not a blowout. Advertisers in Trinidad and Tobago focused a similar amount of resources against both special days. Traditionally it has been Mother’s Day that has gotten the lions share of attention although clearly Father’s Day is becoming more important in the advertising landscape. 
 

Media InSite is an independent, Port of Spain-based advertising data service specializing in competitor intelligence and ad placement auditing for brand managers, ad agencies, and media houses. Operating since 2011, the company records and indexes advertising content in Barbados, Grenada, Guyana, Jamaica and Trinidad & Tobago.
 

Statistics in this report are based on information from our proprietary digital system that logs all instances of pre-recorded spot advertising on monitored radio, TV, and cable channels along with staff-indexed newspaper display advertising content.

 

 

 

 

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