June 29, 2020

True Top Spenders Mid-Year Check In

I am no longer publishing a mid-year True Top 50. If I were, here is how the Big 5 marketers would rank:

  1. Emson
  2. Telebrands
  3. IdeaVillage
  4. Ontel
  5. Allstar

That’s based on the number of campaigns that have spent at least $1 million (based on DRMetrix spend estimates) during the first six media months of the year. IdeaVillage would actually be No. 2 if I counted the four Finishing Touch Flawless campaigns that are now listed under Church & Dwight.

Now here’s how that same list would look based on total DRMetrix spending:

  1. IdeaVillage
  2. Emson
  3. Telebrands
  4. Ontel
  5. Allstar

IdeaVillage is No. 1, and that’s without even including the Finishing Touch Flawless campaigns in the spending calculation.

Lastly, for fun, here’s how the list would look based on Top 25 rollouts only:

  1. Emson
  2. IdeaVillage
  3. Telebrands
  4. Ontel
  5. Allstar

Emson has 17 campaigns over all and six in the Top 25. IdeaVillage has eight campaigns overall, and more than half are in the Top 25. (Adding Church & Dwight campaigns would get IdeaVillage to 12 and nine.) Telebrands has 11 campaigns overall and four in the Top 25. Ontel and Allstar tie at four each with two and no campaigns in the Top 25, respectively.

As for Paragon Products, we have six campaigns overall and two in the Top 25.

I was too lazy to run down the producers for all of the campaigns that spent above $1 million, but it seems the usual True Top Producers are continuing their reign. Between Copper Fit and all the Finishing Touch Flawless creatives, Blue Reef has eight campaigns in the Top 25 alone. Hutton-Miller has three in that set, and Paddock Productions has two.

Congratulations to everyone who is already having a great year. I’ll name the official True Top 50 champions sometime in January 2021. Good luck, everyone!

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