A mattress may be a rare purchase, but it’s a big one — after all, we spend about a third of our lives in bed, and most consumers want to make sure that time is comfortable. As such, there’s no shortage of mattress stores and brands out there, all eager to explain why their mattress is the one you absolutely need.
We examined TV advertising trends for the Mattress Stores category for the first half (Q1 + Q2) of 2019 and have outlined key insights in the following report. The industry had an Estimated TV Ad Spend of $117.3M, a decrease of 4.01% from the same period in 2018. TV Ad Impressions also declined by 5.79%, down to 15.5B compared to 2018’s 16.5B. On the flip side, there was a 54.97% increase in spots and 18.44% increase in airings for the Mattress Stores category.
When it comes to individual brands, Sleep Number shelled out the most in the first half of 2019, an estimated $47.1M (40.15% of the entire category’s Estimated TV Ad Spend). However, it was Serta who had the top ad for the category (“Rick Blomquist: Serta iComfort Sets”), with 103.3M TV Ad Impressions and an iSpot Attention Index of 168, meaning it received 68% fewer interruptions than the industry average.