Domino's Spending Big Around Latest Denny Hamlin TV Spot

Domino's has spent nearly $60M around its Denny Hamlin campaign which debuted in early November, with almost half of that figure spent during sports programming, according to iSpotTV data reviewed by SBJ. The ad, “Pizza Pit Stop” by Crispin Porter + Bogusky group, was part of a new endorsement deal with Hamlin, who is represented by Pro Sports Management. The spot, in which Hamlin helps promote Domino’s new carside delivery, has been in heavy rotation in recent weeks, a traditionally strong period for pizza sales. iSpotTV data indicates that Domino’s, through early this week, has spent an estimated $59.4M airing it, including $26M during sports programming. It has been aired 28,247 times during that span, 1,300 of which were during high-rated sports programming. That includes $13.145M spent during NFL programming, $8.176M during college football and around $800,000 during “SportsCenter” airings. 

TOP OF MIND: Mindshare is Domino's media agency, and this was one of eight different TV spots that the brand aired during this time period, four of which are still running. Its $59.4M spend is a drop of 39% from the $98.3M it spent during the same time period 12 months ago. Data from iSpotTV suggested that people liked the ad more than usual, as it had an attention rate of 107, meaning people were 7% more likely to not turn the channel when the ad was playing. There is no current component with Hamlin’s team, Joe Gibbs Racing, but the ad's high degree of visibility provides some coveted star-power marketing that NASCAR welcomes.

Download the Pizza Pit Stop Spending Chart