On Air Global’s Post

A national 30-second Super Bowl ad buy costs $7 million. Sheesh. More brands have been opting for regional ad buys to avoid the hefty price tag in recent years. These provide an opportunity to improve sales in weaker regions or as a way to complement areas where they already have a foothold. #SuperBowl #RegionalAds #AdvertisingTrends

Did Temu's Super Bowl ad live up to the hype? It's been panned by the The New York Times and many others as one of worst of the bunch. And yes, it was repetitive and lacking in many of the elements viewers have come to expect during the big game, like humor, creative storytelling, and celebrities. But, just like Temu's digital marketing, the ad was inescapable, airing a 6 times over the course of the evening, with the repetitive slogan to "shop like a billionaire" and download the Temu app. I was frankly surprised that the key message was still around downloads, given that Temu was the most downloaded app in the US last year, and expected to see a more interactive campaign to foster engagement around the big cash giveaways it had planned around the event. But it shows that the company is still very much in it's high-growth traffic-building stage as it aims to be on just about everyone's phone. According to EDO, Inc.'s early analysis, 4 of Temu's spots placed among the top 15 Super Bowl ads in driving online engagement. Its most impactful airing came in 5th and generated 1,346% more incremental online activity than the median ad. #superbowl #advertising #temu

March Madness Advertising: A Slam Dunk for Media 🏀 As March Madness hits, the advertising world is in a frenzy, with TV and streaming platforms nearly sold out of ad inventory for the men's tournament. Warner Bros. Discovery Executive VP of Ad Sales, Jon Diament stated “We are basically sold out in the tournament; this will be the best revenue in the tournament we have ever had.” The extensive coverage across CBS Sports and TNT Sports, broadcasting all 67 games, coupled with live streaming options, offers advertisers great exposure if they can claim one of the limited remaining spots last minute. Despite the challenge, the allure of live sports events remains undeniable for advertisers, driving a rapid sell-out of ad inventory. For the 2023 “March Madness” tournament, CBS pulled in an estimated $694.7 million in national TV ad revenues, while TBS came in at $184.8 million; TNT, $82.7 million; and TruTV, $59.8 million, according to EDO Ad EnGage. As brands clamor for a piece of the action this year, March Madness underscores the enduring power of live sports in advertising, transcending beyond the basketball court. Stay tuned to our LI for the 2024 ad revenue numbers. #MarchMadness

For the second year running, the average cost of a 30-second ad spot during the Super Bowl $7 million. Despite businesses being more disciplined with their marketing budgets, and advertising spending slowing down in recent years, the cost of a Super Bowl ad continues to rise. Why? There is no guaranteed opportunity to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. In a media landscape that's becoming increasingly fragmented, the number of opportunities for companies to reach a mass audience through advertising on network television has dwindled. Popular shows have moved to streaming platforms, along with audiences. More and more, networks find themselves relying on live events, like award shows and sports, to draw viewers. #superbowl #advertising #brand #marketing #technology #leadership

The game is changing in sports advertising! From the rise of women's sports to new streaming platforms and interactive ad experiences, the 2024 TV upfronts are setting up for some major plays. Dive into industry predictions with insights from top leaders in sports media in this article by Ad Age at the link below. #SportsAdvertising #HypeHer #WomensSports #Upfronts

How much does a Super Bowl ad cost in 2024? And more importantly, is it worth it? Our Media Director, Bill Brassine, shares his expertise and thoughts: "Each year the Super Bowl national spot cost tends to increase. This year the average national price point exceeds $7 Million for a single :30 commercial. And that’s for the airtime only. It doesn’t include the cost to make the commercial. While that may seem outrageously expensive, the Super Bowl broadcast is expected to draw 110 million viewers, so the price actually falls within reasonable metrics. However, the $7 Million price tag is not affordable for most brands to invest for one evening in mid-February regardless of the number of eyeballs that will be viewing. That’s why most participants are multi-billion-dollar global brands." - Read more about Super Bowl Ad Cost in this article by The Independent: https://lnkd.in/g7S6qTRx

Sometimes, what’s old is new again. Warner Bros. Discovery seems to think so, as it has turned to #programmatic guaranteed in its latest attempt to capture more ad dollars. These types of deals form the backbone of a new marketplace called WBD Connect, which consolidates ad inventory across CNN International Commercial (CNNIC) and WBD Sports Europe. In this piece by Seb Joseph, we speak to Michael Rich, Rob Bradley, and Paul Bland of Havas Media Network.

March Madness means one thing: an explosion of advertising on CONNECTED TV! Brands are in a full-court press for viewers’ attention, battling for every rebound as fans increasingly switch to streaming for their live sports fix. For more insight, read our new blog post from IDX’s Director of Paid Media, Sara Weber. She dives into the growth of live sports advertising on CTV and offers some smart tips for brands to win. #CTV #MarchMadness #LiveSports #Advertising #ConnectedContent https://lnkd.in/eUZjYYNE

Check out SponsorUnited's deep dive into brand advertising across sports broadcasts. This must read report highlights the most active brands/categories, networks, assets and open opportunities across linear and streaming. Hit me up if you would like to learn more about our media insights tracked for over 320k brands globally. #sports #sportsmedia #sportsstreaming #advertising #brandpartnerships

https://lnkd.in/eg_xSxN7 Easy answer to this one... buy ads on Peacock's Olympic stream. NBCU's taken things to the next level with a whole suite of innovative ad experiences too, several of which we're honored to have partnered on like Engagement Ads to drive interaction, and Frame ads to capture attention in-show. #ctv #ctvadvertising