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Campaign Imminent: Arizona Coyotes taps creative AOR

The NHL team's multicultural approach and community commitment, not just its success on the ice. MullenLowe will reportedly debut its first Coyotes work in September and a new brand anthem in October. 

According to iSpot, the NHL has spent approximately $4.9m on national TV commercials YTD, a significant increase from the approximately $513.2k it had spent by this point last year. The league ended up spending approximately $1.2m on this channel last year, less than half of the approximately $2.9m it spent in 2019. The NHL's commercials of 2021 have targeted male sports enthusiasts watching shows such as NHL Hockey, the 2021 Stanley Cup Final, NHL Tonight, On the Fly and NHL Overtime.

So far this year, Pathmatics reports the league has allocated roughly $6.4m toward digital ads, down % from the roughly $6.7m it allocated within the same 2020 timeframe. The NHL's estimated full-year 2020 spend reached $9.6m, only around half of that of $16.7m in 2019. It has earned ~805.5m digital impressions YTD via Facebook (77%), Instagram (17%), Twitter (3%) and desktop display (3%) ads.

This upcoming rebranding is reportedly an effort to modernize the Coyotes's brand and to create excitement outside of hockey and into pop culture. These goals lead me to believe the NHL is focused on getting the Coyotes in front of younger men, particularly those in and around AZ. The amount of money going into TV ads leads me to believe it's especially targeting millennials. Per Kantar data, the league itself also incests in local broadcast.

Agency & martech readers - Since, as you know, agency reviews often follow one another, get in touch soon to offer team-specific media, PR and/or digital analytics services. Winmo states an in-house team has historically split the Coyotes's media with Fuseideas MA.