Halloween is one of the busiest times of the year for candy and gum brands, and as a result, they\u2019re typically blitzing TV in advance of the holiday on October 31. The same is true again this year, as candy (and gum) companies increase ad spend to cash in on the holiday \u2014 though you\u2019re also seeing these brands pull back on TV ads in 2021 compared to previous years.<\/p>\n\n\n\n
Through October 25 of this year, candy and gum brands spent an estimated $43.5 million on national TV ads, delivering over 8.76 billion TV ad impressions in the process. While that\u2019s the most candy and gum have spent on TV in a single month since June 2021, it could fall short of spend totals from the last two Octobers.<\/p>\n\n\n\n
In October 2020, candy and gum brands spent nearly $57.3 million on TV ads. During October 2019, candy and gum brands spent $63.4 million. Though there are still COVID-related challenges around trick-or-treating this year, there appears to be a pattern emerging as these brands adjust spend to put greater emphasis on summer, plus other candy-centric months like February (Valentine\u2019s Day) and December (holiday season).<\/p>\n\n\n\n
Some brands remain stalwarts for Halloween, though, and this October has been dominated by five brands in particular. KitKat, Reese\u2019s, Hershey\u2019s, Almond Joy and M&M\u2019s accounted for nearly 66% of all candy and gum TV ad impressions on TV. Meanwhile, Reese\u2019s, KitKat, Snickers, M&M\u2019s and Hershey\u2019s accounted for almost 62% of national TV ad spend in the industry.<\/p>\n\n\n\n
Though The Price is Right<\/em> delivered the highest percentage of impressions (2.01%) for the month, candy and gum brands spent the most on NFL games (16.6%).<\/p>\n\n\n\n The ads themselves, however, reveal some interesting thinking. Since Halloween spots really only air for a month or two per year, many brands reuse the same creative for several years in a row. Of the 10 most-seen candy and gum ads in October this year, half were from 2020 or earlier. Tootsie Pops\u2019 \u201cHow Many Licks?<\/a>\u201d TV ad originated in 1970 and has the eighth-most impressions of any spot this year.<\/p>\n\n\n\n