{"id":14994,"date":"2022-08-05T15:22:49","date_gmt":"2022-08-05T22:22:49","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=14994"},"modified":"2025-02-19T14:41:50","modified_gmt":"2025-02-19T22:41:50","slug":"retail-focus-kathryn-hahn-puts-amazon-in-back-to-school-spotlight","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/retail-focus-kathryn-hahn-puts-amazon-in-back-to-school-spotlight\/","title":{"rendered":"Retail Focus: Kathryn Hahn Puts Amazon in Back-to-School Spotlight"},"content":{"rendered":"\n<p style=\"font-size:18px\">With kids returning to classrooms within weeks, many Retail brands spent the last month emphasizing back-to-school messaging and sales. Chief among those was Amazon, which accounted for over 68% of all back-to-school TV ad impressions this July thanks to an aggressive push around its savings-focused campaign starring actress Kathryn Hahn.<\/p>\n\n\n\n<p style=\"font-size:18px\">According to iSpot data, Amazon\u2019s spots leaned on primetime programming in July, with nearly 31% of its impressions delivered during that daypart. ABC accounted for the most impressions, with 7.52% of the brand\u2019s monthly total, followed by Univision (7.18%) and CBS (6.88%).<\/p>\n\n\n\n<p style=\"font-size:18px\">Hahn\u2019s humorous approach to back-to-school was also a hit with audiences, according to results from <a href=\"https:\/\/www.ispot.tv\/products\/creative-testing\">iSpot\u2019s Creative Assessment survey<\/a>.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/baKk\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">\u201cSchool Supplies\u201d scored 7.8% higher on Likeability than the norm for Retail ads in the last 90 days according to survey respondents, while also garnering 7.1% higher on Attention. Amazon had a Brand Recognition* score of 81% for the ad as well, which was above the Retail norm of 71%. And 20% of respondents thought the characters (Hahn, the kids) were the Single Best Thing about the creative.<\/p>\n\n\n\n<p style=\"font-size:18px\">\u201c<a href=\"https:\/\/www.ispot.tv\/ad\/bJcB\/amazon-back-to-school-dinosaurs-and-llamas-featuring-kathryn-hahn\">Dinosaurs and Llamas<\/a>\u201d scored similarly well by likeability, at 6.9% above the norm for Retail in the last 90 days, and had a Brand Recognition score of 78%. Respondents saw the ad as \u201cconvenient,\u201d and it scored as 6.7% more Watchable than the norm for the industry.<\/p>\n\n\n\n<p style=\"font-size:18px\">While the parent company Amazon put a larger focus on Amazon Prime in the first half of the year (read more about that in the retail portion of <a href=\"https:\/\/www.ispot.tv\/hub\/resources\/free-reports\/2022-tv-advertising-snapshot\/\">our 2022 TV Advertising Snapshot<\/a>), July potentially signaled a shift toward \u201cAmazon\u201d brand advertising. It\u2019s estimated Amazon Prime spent a little more than $9 million on national TV in the first half of the month, before ceding space to Amazon, which spent nearly the same dollar amount (an estimated $9.03 million vs. Prime\u2019s estimated $9.04 million) during the second half of July.&nbsp;<\/p>\n\n\n\n<p style=\"font-size:18px\">From Jan. 1-June 30 of this year, Amazon Prime was No. 2 by est. national TV ad spend among all Retail brands (during new-airing programming only), while Amazon was No. 11. Meanwhile, Retail as a whole saw TV ad spend climb by 7.8% year-over-year.<\/p>\n\n\n\n<p style=\"font-size:18px\">That industry-wide rise was actually fueled in part by Walmart, which spent an estimated 60.7% more on national TV ads (during new-airing programming) year-over-year. Though between ads for Amazon, Amazon Inc. and Amazon Prime, Amazon\u2019s spend also rose by 21.7%.<\/p>\n\n\n\n<p style=\"font-size:18px\">For more on the top retail brands and more from the first half of 2022, download our 2022 TV Advertising Snapshot and <a href=\"https:\/\/www.ispot.tv\/demo\">reach out for an iSpot demo today<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/www.ispot.tv\/hub\/resources\/free-reports\/2022-tv-advertising-snapshot\/\" style=\"background-color:#4ac500\">Download<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:12px\">*<strong>Brand Recognition:<\/strong> Measures the strength of a brand\u2019s and\/or product\u2019s presence in the creative. Equals the percent of Creative Assessment survey respondents that accurately identified a brand (unaided) after watching an ad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With kids returning to classrooms within weeks, many Retail brands spent the last month emphasizing back-to-school messaging and sales. Chief among those was Amazon, which accounted for over 68% of all back-to-school TV ad impressions this July thanks to an aggressive push around its savings-focused campaign starring actress Kathryn Hahn. According to iSpot data, Amazon\u2019s&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":15000,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14994"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=14994"}],"version-history":[{"count":10,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14994\/revisions"}],"predecessor-version":[{"id":27751,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/14994\/revisions\/27751"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/15000"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=14994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=14994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=14994"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=14994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}