Where Cold & Flu CPGs Should Be Advertising

It’s the most wonderful time of the year! Just kidding — it’s flu season. We’re approaching that time between the holidays when it feels like when you’re not at the mall Christmas shopping, you’re at the drugstore shopping for cold and flu medicine.

Flu season is the peak time of advertising for CPG’s in the over-the-counter remedy arena. So we ask, in what geographies should their marketing efforts and money be going?

We turned to the SpotRight app, where the worlds of social and offline data meet to help marketers better understand what makes an audience tick, or in this case, how many trips to the drugstore they’re making for extra soft tissue. We took a look at who was talking about #fluseason to find out where these people are located.

fluseason-chart

And we can see that they’re pretty spread out across the country. The top three states with the highest residence relative index are D.C., Idaho and Utah. D.C. Idaho residents are nearly four times more likely than average to discuss flu season and Utah residents are nearly three times more likely. States in the southeast including Mississippi, Arkansas and Louisiana are least likely to talk about the flu – maybe because it’s been a freakishly hot fall and no one is sick…yet.

Are some of the top drugstore cold and flu products Twitter followers in these areas? Let’s take a look.

Up first: NyQuil/DayQuil.

nyquil-chart

Though D.C. appeared above the index with an index of 1.45, both Utah and Idaho fell into the red.

How did Advil stack up?

advil-chart

D.C. and Idaho with slightly above average scores of 1.14 and 1.08, respectively. Utah fell in the red with this brand as well with a score of eighty-six percent resident likelihood of being an Advil fan.

And with the lowest score, Halls.

halls-chart

While D.C. is just slightly above average with a residence relative score 1.07, the top three states have by far the lowest scores among Hall’s Twitter followers.

For these and other cold and flu brands, we recommend increasing their brand presence in D.C., Idaho and Utah. While all the brands’ followers were represented with a positive relative index for D.C., advertising could be boosted in these areas even more to reflect the high index of people talking about flu season.