Is Your Father’s Day TV Campaign Set Up for Success?

For the past several years, marketers have noticed a steady increase in consumer spending for Father’s Day, with 2021 setting a record of more than $20 billion spent in the U.S. Brands looking to get shoppers’ attention as they hunt for the perfect gift for dad need to consider timing, targeting and messaging as they formulate their TV ad campaigns this year.

A new guide from MNTN, “Your Performance TV Guide to Father’s Day,” details trends and strategies for effectively crafting a TV campaign to connect with current customers—or reach new ones—on the prowl for gifts for Dad.

Key insights include:

• Optimal timing: Revenue almost doubled last year the week after Father’s Day—a trend that lasted into the summer months—so keep your TV campaigns running after the third Sunday in June to take advantage of the uptick in conversions and revenue.

• Spending by gender: Many people celebrate Father’s Day, but numbers show that men tend to spend significantly more than women on products related to the special day.

• Balance prospecting and retargeting: Serve prospecting campaigns to attract new, in-market audiences, followed by retargeting your current customers and those who have expressed interest in your brand.

Make the most of your Father’s Day campaign. Download the guide today.