Pet food brand Blue Buffalo has spent the first two months of 2023 increasing its TV ad presence, according to iSpot data. Through January and February, Blue Buffalo household TV ad impressions are already at 42% of the brand’s total for 2022, and are 228% higher than the first two months of last year. The chart below also shows Blue Buffalo taking a big bite out of pet food ad impressions so far in 2023.

• Blue Buffalo has avoided honing in on just one program or a handful, instead opting for a wide variety — though the brand has also appeared during shows like Live With Kelly and Ryan, Law & Order: SVU, Good Morning America and Today that deliver a ton of TV ad impressions.

• A major shift for Blue Buffalo has also come from lesser emphasis on primetime. Over 40% of the brand’s household TV ad impressions were during primetime in the first two months of 2022, versus 25% this year.