The TV portion of the campaign will have three 30-second spots
and two 15-second commercials, all of which feature Ty Pennington, the host of ABC's "Extreme Makeover." Bayer called Pennington, 42, a perfect fit for its target audience of adults 40 and
older.
Overall ad buys will be "pretty comparable" to the $40 million the brand currently spends each year, though a good portion of that will be front-loaded in the next few months to kick off the campaign. The company said there will be a 26% increase in prime-time spending.
advertisement
advertisement