Over the last 10 years the 7 Major Brands of Barbeque Sauce have put up 290 pages of print ads in the Foodservice Market.
Simple math says that’s about 29 ad pages per year among these brands.
But not everyone plays each year.
Between 2008 and 2016 no more than 3 brands placed ads in any given year.
Then, last year, 5 of the 7 placed print ads in the foodservice magazines.
The biggest print advertiser last year was Sweet Baby Ray’s with 15 ad pages.
You see, over the 10 year period Cattlemen’s has owned the share of voice for print advertising in this product category with over 166 ad pages.
Then a few years back Sweet Baby Ray’s goes through a rebranding project. Then they hit the streets (and magazines) and put out their saucy ads in bunches.
So as Sweet Baby Ray’s is the 2nd largest advertiser over this 10 year period with 83 ad pages, most of their ads have appeared in the last 4 years: 13 ad pages in 2014, 20 in 2015, 26 in 2016 and 15 in 2017.
This gives Sweet Baby Ray’s the largest share of voice in foodservice print advertising over these past 4 years.
Kraft only ran ads in foodservice in 2009, 2011, and 2013 (1.25 in 2017 with Heinz BBQ Sauce)
And while we tend to think that print ads are declining, 2016 turned out to be the 2nd biggest year for this product category with over 51 pages of advertising and 3 major brands being active.
As far as big years go, in 2011, Cattlemen’s placed almost 64 pages of advertising. In 2016 Sweet Baby Ray’s placed 26 Ad pages.
Contact us if you’d like to see a special report on the share of voice in your product category.
And by now you know that we are tracking over 55 media properties in the digital space in Foodservice. That number goes to over 100 when we include C-Store properties.
We Have The Data!