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Campaign Imminent: University of Tennessee taps new agency partner amid increases in spend

Vert Digital will now be its go-to resource for digital media planning, buying and campaign execution. The agency has already been tapped for a first campaign, so sellers should get in touch soon to see what kind of opportunity they might have. 

So far this year, iSpot reports UT has spent approximately $32.5k on national TV commercials, almost double the approximately $17k it spent within the same 2020 timeframe. The University ended up spending approximately $326.4k on national TV by the end of 2021, again a notable increase from the approximately $166.8k it spent in 2020. UT's 2022 commercials have targeted basketball fans watching College Basketball and Women's College Basketball. 

According to Pathmatics, the University has allocated roughly $2k toward digital ads YTD, more than double the roughly $600 it had allocated by this point last year. UT's estimated full-year 2020 spend dropped by more than half to $14.7k from that of $41.2k in 2020. Since the beginning of 2022, the University has earned ~475.1k digital impressions, 100% via desktop display ads placed site direct onto yahoo.com.

Right now, UT is increasing TV and desktop display ad spend, which leads me to believe it's primarily targeting millennials and Gen-X. Per Kantar data, the University also invests in OOH, print, radio and local broadcast. Sellers should contact soon if able to offer relevant ad space.

Agency & martech readers - Additional roster shifts may eventually follow this one, so keep UT on your radar. Winmo states UT also works with Trone Brand Energy (PR).