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Q1 2019
Once Upon a Mattress: The Battle for Bedroom SOVTV Ad Insights for Mattress Brands
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by
by
The Bedroom is Getting a Little Crowded
Established mattress brands have been joined by a deluge of DTC newcomers
Many emerging mattress brands have already taken the TV plunge, utilizing broadcast and cable to introduce their competing products to new and larger audiences
Beyond Q1 ’19, Alphonso expects more new mattress brands to “Test the TV Waters,” creating even more competition for SOV in the bedroom
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No Rest for the Weary: Leading Spenders Among Mattress Brands in Q1• While Casper and Leesa continue their use of TV,
DTC brand Purple was a TV darling in Q1 ’19, taking the lead in SOV versus more established brick & mortar mattress brands
• Two-thirds of total category TV ad spend ($85.8M) originated from the top two mattress brands
Source: Alphonso Insights, Q1 2019
$27.8M
$27.0M
$16.4M
$5.3M
$4.9M$3.7M
Other $2K
$691K
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Purple went deep as the ad spend leader in Q1, whileSleep Number focused on top cable nets & broadcast prime to become king of February
Network Prime Time
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Cable Went to the Mattress in Q1Lifestyle, Entertainment, and Sports News Took the Spotlight as
Top Shows by TV Ad Spend, Mattress Category, Q1 2019
Network Spend
SportsCenter $2.8M
blackish $1.6M
The Walking Dead $1.1M
Ridiculousness $.85M
Chopped $.85M
The World's Best $.84M
Teen Mom 2 $.78M
Law & Order: SVU $.76M
Diners, Drive-Ins and Dives $.76M
Guy's Grocery Games $.72M
Top Networks by TV Ad Spend, Mattress Category, Q1 2019
Spend
$5.5M
$4.6M
$4.4M
$3.6M
$3.5M
$3.2M
$3.1M
$2.9M
$2.8M
$2.8M
Brands used Broadcast Prime to fill potential reach gaps
31%
34%
35%
26%
32%
42%
29%
31%
40%
22%
32%
46%
26%
35%
39%18-3435-5450+
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While Purple aimed broadly, Sleep Number & Leesa skewed older among targeted consumers
Source: Alphonso Insights, Q1 2019
28%
33%
39%
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Creative SamplesSPEND
$12.1M
AIRINGS
5666VIEWABILITY
90.9%"Don't Let Your Mattress Steal Your Sleep"
SPEND
$12.7M
AIRINGS
3785VIEWABILITY
91.0%"Hit the Ground Running"
SPEND
$2.9M
AIRINGS
2734VIEWABILITY
89.6%"Save Big Sale"
SPEND
$5.0
AIRINGS
1436VIEWABILITY
84.9%"All About My Bed"
SPEND
$1.4
AIRINGS
1498VIEWABILITY
89.5%“Infinite Bed”
SPEND
$3.7M
AIRINGS
1790VIEWABILITY
91.7%"No Effort Required"
Source: Alphonso Insights, Q1 2019
About Alphonso
Alphonso is a TV data and measurement company, and the market leader in providing brands and agencies with real-time TV ad campaign measurement, closed-loop attribution for TV ads, and TV audience extension across digital devices. Its Alphonso TV Data Cloud services are used by hundreds of the Fortune 500 brands and agencies in the U.S.
With video AI technology embedded in tens of millions of smart TVs, TV chipsets, set-top boxes and other connected devices, Alphonso understands what programming and advertising people watch on TV. Its SaaS offering, Alphonso Insights, delivers actionable TV measurement and closed-loop attribution with offline data in real time, to help brands understand the true impact of TV advertising. To learn more, visit www.alphonso.tv.