How the Bikes & Bike Accessories Industry Increased Ad Spend by +63% in Q3 2022

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October 3, 2022
Sporting Goods & Outdoor

Key Takeaways

The Bikes & Bike Accessories industry increased ad spend significantly in July 2022 with a +77% increase MoM in the US. Here’s how:

Ad Spend — By Platform: Ad spend on Facebook, Display, Instagram, and YouTube has continually increased since January 2022, with Facebook experiencing the most significant increase in Q2 2022. Facebook received the highest ad spend ($11.6M) followed by Display ($3.0M) and Instagram ($2.8M). 48% of the total OTT spend was allocated to streaming services other than Hulu, Pluto TV, Peacock, Tubi and Paramount. The top publishers for display ads was Bicycling ($297K) followed by Drudge Report ($215K). 

Ad Spend — By Brand: The top advertiser in the Bike & Bike Accessories category was Aventon ($6.3M) followed by Lectric eBikes ($2.5M) and Rad Power Bikes ($1.5M).

The Bikes & Bike Accessories industry increased ad spend significantly in July 2022 with a +77% increase MoM.

Facebook received the highest ad spend ($11.6M) followed by Display ($3.0M) and Instagram ($2.8M).

Ad spend on Facebook, Display, Instagram, and YouTube has continually increased since January 2022, with Facebook experiencing the most significant increase from Q1 to Q2 2022.

The top advertiser in the Bike & Bike Accessories category was Aventon ($6.3M) followed by Lectric eBikes ($2.5M) and Rad Power Bikes ($1.5M).

*Ad calculations for Walmart includes bicycle ad spend only. 
 

The top publishers for display ads was Bicycling ($297K) followed by Drudge Report ($215K). 

*Ad calculations for Walmart includes bicycle ad spend only. 

Top Facebook ads in terms of ad spend included the following: 

Total Spend: $11.6M

Share of YTD Spend: 60%

Top Brands:

Aventon: $4.7M

Lectric eBikes: $1.62M

BeeCool Bikes: $721K

Spend: $911K Impressions: 122M

Spend: $531K Impressions: 71M

Spend: $371K Impressions: 49M

Spend: $345K Impressions: 45M

Top Display ads in terms of ad spend included the following: 

Total Spend:$3.0M

Share of YTD Spend:15%

Top Brands:

Aventon: $1.0M

Rambo Bikes: $592K

Brompton Bicycle: $588K

Aventon

Spend: $449K | Impressions: 167M

Spend: $173K | Impressions: 48M

Brompton Bicycle

Spend: $128K | Impressions: 17M

Spend: $99K | Impressions: 12M

Top Websites:

bicycling.com : $297K

drudgereport.com : $215K

yahoo.com : $139K

bikeforums.net : $70K

budgettravel.com : $55K

The following were the top YouTube ads in terms of ad spend. Top ads focused mainly on electric bikes. 

Total Spend: $1.8M Share of YTD Spend: 9%

Top Brands:

Cyrusher: $881K

Anywhere Bikes: $391K

Rad Power Bikes: $358K

Anywhere Bikes

Rugged Edition

Spend: $346K

Impressions: 19M

Cyrusher

Kommoda

Spend: $94K

Impressions: 5M

E-Bike (XF900)

Spend: $451K

Impressions: 25M

Click to View 

Rad Power Bikes

Rad Power Bikes

Spend: $89K

Impressions: 5M

OTT ad spend spiked in April 2022 with Academy Sports + Outdoors’ 15 second ad. 48% of the total OTT spend was allocated to streaming services other than Hulu, Pluto TV, Peacock, Tubi and Paramount. 

Spend: $18K | Impressions: 742K |Click to View 

Total OTT Spend:$78K

Share of YTD Spend:0.3%

Top Streaming Services:

*Other includes all streaming services outside of Hulu, Pluto TV, Peacock, Tubi and Paramount.

Spend is a directional approximation and does not include retargeting, or behavioural targeting. Search not included. Spend YTD as of 09/29/2022.

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