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Q1 2019

Once Upon a Mattress: The Battle for Bedroom SOVTV Ad Insights for Mattress Brands

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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.