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SENSOR TOWER · ABRAHAM YOUSEF · NOVEMBER 2023
MMM: Kroger Spends Big to Gain Holiday Momentum, DIS Exceeds 4Q FY23 Street Estimates
During the holiday season, grocery stores are increasing their advertising spend to capitalize on Thanksgiving-induced demand. Disney's cost-cutting measures led to better-than-expected 4Q FY23 earnings, and the merging of Hulu and Disney+ could expand their audience demographics and advertising relationships.
Key Takeaways:
Kroger’s US ad spend accounts for 25% of spend within the grocery store category as of Nov’23 MTD, followed by Albertsons (12%), and ALDI (7%), respectively. Kroger has continued to ramp up its spend as Thanksgiving gets closer with spend for the week of 11/13 up 16% WoW
Kroger’s subsidiaries have also aggressively ramped US ad spend to capture sales during this heightened period of consumer interest, with QFC and Fred Meyer spend up ~100% and 75% WoW, respectively, for the week of November 13th
When filtering by creative text for Thanksgiving keywords, Meijer is the top advertiser by US ad spend for Nov’23, followed by ALDI and Hy-vee, respectively
Reported Disney+ Core paid subs increased 9% YoY in 4Q FY23, in line with ST mobile app MAUs for Disney+ (including Star+), which increased 3% YoY
Disney recently announced that it plans to acquire the remaining Hulu stake from Comcast in an effort to progress its plans of merging Hulu and Disney+ to form one unified streaming platform. Although ST’s Audience Insights shows that there are material differences in the audience types for both apps, there is also a significant amount of overlap as both US Hulu and Disney+ users are over-indexed on time spent on Sports and Puzzle game apps vs the general population of smartphone users
Per ST’s Audience Insights, US Hulu user time spent across the last 90 days was over indexed in the Food & Drink (+32%), Sports (+26%), Medical (+26%), and Puzzle Games (21%) for top categories of apps vs the general population of smartphone users, while US Disney+ user time spent in the same period was over indexed in the Kids / Ages 5 & Under (+40%), Sports (+37%), Kids / Ages 6-8 (+35%), and Kids / Ages 9-11 (+26%)
For more information, request the full report from reports@sensortower.com.
