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Netflix’s Christmas Day National Football League (NFL) coverage was a hit among viewers and advertisers. Its two holiday games each drew an average of 26.5 million U.S. viewers, according to the Nielsen Big Data + Panel, while ad inventory sold out weeks in advance. In the short term, that performance will defuse industry concerns over the service’s ability to host major sporting moments, following its glitchy telecast of the Jake Paul and Mike Tyson fight in November. “They proved that they can handle the NFL,” said Adam Schwartz, svp, director of video investment, sports at media agency Horizon Media. It’s not the end of advertisers’ questions about the entry of streaming platforms into live sports. Now, media buyers and advertisers’ attention will shift to questions of viewership, price, ad formats — and whether Christmas with the NFL could ever be as big as Thanksgiving or the Super Bowl. In this piece by Sam Bradley and Michael Burgi, we also speak to Kevin Everhart of Experian Consumer Services, Ross Benes of EMARKETER, Kevin Collins of MAGNA Global, Peter Naylor of Netflix. Read the full article here: https://lnkd.in/eferMkHt

🏈 A Super Bowl commercial costs $7MM. Is it worth it? For most brands, this is an entire year's budget. Why are Super Bowl commercials so expensive? In today's fragmented media world, it’s nearly impossible to reach 100MM+ people in a singular, Live moment. It's a once a year event. In 2024, the Super Bowl attracted 123.7 million viewers and millions more gained from the earned media. The single biggest telecast by far. So is it worth it? Yes, if you can still afford to advertise for the remainder of your peak seasonality. But, 99% of brands can't do this. It would be a hail Mary, at best. Here's my advice to the many brands not buying Super Bowl ads: Be smart, scrappy and nimble. A clever social post during the Super Bowl can deliver huge value at minimal cost. Oreo's 2013 "Dunk in the Dark" moment during a power outage is still one of the most memorable brand moments in Super Bowl history. And, It was just a social post. What's your favorite Super Bowl moment? ♻️ Follow me for more content like this #superbowl #media

With the NFL's Conference Championships this weekend, let’s take a moment to review advertising trends from last weekend's divisional rounds. AdImpact tracked over 5k broadcast airings during the divisional round, with cable, phone & internet, and QSR ads dominating the airwaves. Xfinity emerged as the top advertiser for the divisional rounds. The most aired QSR ad was by Jack in the Box highlighting their $6 value menu. Watch the ad here: https://hubs.li/Q033YQlK0 As the Super Bowl approaches, which teams are you rooting for to make it to the big game, and which advertisers are you most excited to see?

Walmart and NBCU bring shoppable ads, outcomes measurement to live sports https://ift.tt/3ejEIDC Walmart is joining NBCUniversal in a program to bring shoppable ad formats and new measurement capabilities to live sports, starting with the Thanksgiving NFL game Thursday on NBC and Peacock. via Latest News - Ad Age https://ift.tt/NGwF5MY November 26, 2024 at 06:00PM https://ift.tt/6lHYZNF

I’ve always been impressed by how the U.S. has transformed relatively small events into major, profitable spectacles. For example, #BlackFriday has evolved from a single-day sale into an extended international shopping season that now drives consumer behavior. Similarly, the #Macy’sThanksgivingDayParade, once a local event, is now a nationally broadcast celebration with millions of viewers. This trend is even more evident in #SuperBowlAdvertising, which has become a high-profile, big-budget marketing moment. Although Super Bowl ads began gaining attention in the 1980s, it wasn’t until the 1990s that they truly became a showcase for big-brand creativity, with companies competing to deliver memorable and eye-catching commercials. Today, brands continue to compete for the coveted ad space, aware that millions of viewers tune in not just for the game but also for the creative ads during the breaks. Currently, Fox has sold out all of its 2024 Super Bowl ad slots at a record price of $7 million for a 30-second spot, three months in advance. This is a significant leap from 1967 when the cost was just $37,500 (around $350K in today’s values). According to Ad Age, pricing has not seen significant increases since 2022, however still breaks records. I remember back in my junior year at Montana State University-Bozeman, a Marketing Professor assigned us an essay analyzing the impact of Super Bowl ads. It was fascinating to explore how brands fiercely compete to create standout commercials in such a high-profile space. And it’s no wonder—the Super Bowl has become an essential moment in the marketing calendar, with the potential to elevate a brand’s presence in the market. But it raises an interesting question: What is the real impact of these ads on brand perception and sales? Is the significant investment justified, or do the returns tend to be more symbolic than directly measurable? #SuperBowlAds #MarketingStrategy #AdvertisingTrends #BrandPerception #TVAdvertising #MediaConsumption #CreativeAds #MarketingInsights #AdvertisingEvolution #DigitalMarketing #Branding #ConsumerBehavior #NFLMarketing #SuperBowl2024 #MarketingProfessionals #AdSpend

Guideline Sneak Peek at the Thanksgiving TV Ad Frenzy 🏈 Our unique view of pre-booked media delivers an industry preview on what to expect this weekend. 💰 The Unit Rate thus far indicates that the biggest game of the regular season will once again be on Thanksgiving Day. In 2023, the evening game brought in the most gravy, but this year, dollars are moving to the afternoon Cowboys vs. Giants game (despite their underwhelming 2024 season). 💎 Sports will account for 84% of all broadcast ad dollars this weekend, with the NFL driving 69% of national TV ad spend – while taking up only 6% of airtime. 📰 Guideline's insights were featured in multiple publications reporting on the impressive growth in sports TV ad spend, highlighting the value of Thanksgiving weekend for advertisers. Check out more Source:Guideline coverage on www.guideline.ai/press for insights from The New York Times, The Wall Street Journal, Digiday, Fortune, and more. #Thanksgiving #Sports #TVAdvertising #Guideline

Watching Monday Night Football got me thinking... ABM marketing has a lot in common with the NFL. Think about it.... Both require a strategic game plan, targeting key players, and real-time adjustments to win. ✅ The Game Plan: Just like NFL coaches, ABM marketers craft strategies built on research and insights to outmaneuver the competition. ✅ The Team: It’s all about collaboration—sales & marketing, quarterback & wide receiver, every position plays their part in winning. ✅ Key Players: In football, you target star players; in ABM, it’s decision-makers. Focus on the right people, and you’re already ahead. ✅ Scoring: When your strategy, team, and timing align—you score! Be it a touchdown or closing a high-value account, the feeling is the same. ❌ But beware! Sometimes, just like in the game, negotiations can take a turn and stop a deal in its tracks! Just ask DirectTV 😲 #ABM #MondayNightFootball #MarketingStrategy #Teamwork #B2BMarketing #SalesAlignment

With all the recent upheaval in #TV advertising, few things are as certain as the NFL's dominance. EDO's latest TV outcomes report, highlighted by Jason Notte in ADWEEK, reveals how linear and streaming NFL programming drive some of the most effective broadcasts of the year. For instance, ads that ran last NFL regular season were 8% more effective than the primetime average, 52% more effective in the playoffs, and a Chiefs-49ers Super Bowl generated 198%, or nearly triple, the effectiveness of a primetime ad. Jason digs into everything marketers need to watch for this season, including the continuation of the #TaylorSwift effect and Netflix expanding further into live sports with a pair of Christmas Day football games. Check out the story, then download our report for more intel ➡️  https://lnkd.in/e2Pk8YAx Our full report: https://lnkd.in/e6NyNgEM

Super Bowl Ad Recall: A Strategic Playbook for Marketers 🎯 The Super Bowl is over, but its commercials linger on. With a hefty price tag of up to $7M for a 30-second slot, the real game was in the ads' recall rates. Our survey of 500 American viewers reveals a tale of two halves: 🏈 Early Game Success: Ads like Lindt and PlutoTV soared with over 50% recall, benefiting from viewer freshness and lesser ad fatigue. 🏈 Late Game Challenges: As the game heated up, so did the competition for viewer attention. Brands like DoorDash and BIC found it tougher, with recall dipping to around 40%. Key Takeaways for Marketers: 1. Timing is Crucial: Early slots have an edge. 2. Creativity is Non-negotiable: Stand out to stay remembered. As we dissect these insights in our latest blog post, it's clear: Super Bowl ad slots are a high-stakes game requiring strategic creativity and timing. https://lnkd.in/g6-mjz_P #MarketingStrategy #SuperBowlAds #BrandRecall

This week, Mark Donnigan and I discuss [ 🎙 https://lnkd.in/e8xZH8j5] ad tech and how some SSPs are packaging CTV inventory into curated, omnichannel deals, resulting in CTV inventory being attached to less desirable content. While SSP auctions allow buyers to tailor bids to media quality, buyers could bid highly on packages with only some premium inventory. We also detail the report that Disney has been striking deals that call for significant rollbacks in CPM rates, discounting them by as much as 10-15%. With Amazon Prime Video’s recent decision to make its basic streaming service ad-supported and Netflix offering ads, there is a significant increase in digital ad inventory available, driving down pricing. We also show that nothing comes close to the TV viewership of NFL games compared to sports viewership numbers from the NHL, MLB, WNBA, NBA, Formula 1, U.S. Open, Indy 500, UFL and Premier League. We break out the average TV viewership numbers for NFL games across all broadcast channels for the 2022-2023 season and what will change this year when both NFL Christmas games will be on Netflix, resulting in what we expect to be the largest live-streaming event ever in the US. Finally, we talk about the history of StackPath and its announcement it has shut down the company and will liquidate its assets. Listen here: https://lnkd.in/e8xZH8j5