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Male Media Opps: Visit California launches $22.1m campaign

The Shipyard. Sellers should contact sooner rather than later to secure last-minute ad dollars.

In 2021, iSpot reports VC allocated roughly $21.9m toward national TV commercials, around 3x the roughly $7.5m it allocated in 2020. Its 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, MLB Baseball, Friends, College Football and Two and a Half Men.

According to Pathmatics, the organization spent approximately $7.3m on digital ads in 2021, more than 3x the approximately $2m it spent in 2020. In 2021, VC earned around 579.2m digital impressions via desktop display (32%), desktop video (26%), mobile display (15%), Facebook (14%), Instagram (14%) and mobile video (1%) ads. Most of last year's desktop display ads were placed site direct onto destinations such as tripadvisor.com (40%), hotels.com, expedia.com, lonelyplanet.com and orbitz.com.

VC has a wide target demographic, but as you can tell, it's putting in more effort right now to reach male, sports-oriented audiences. Per Kantar data, the organization also invests in radio, OOH, print and local broadcast. As I briefly mentioned, I suggest sellers get in touch soon if able to offer relevant ad space.

Agency & martech readers - I see no glaring signs of upcoming agency reviews right now, but you may have a shot at project-based work at some point. Winmo states VC works with PR AOR Mering.