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Parents Media Opps: Main Event to be acquired by Dave & Buster's (Score 71)
Now, for the main event of today's news... Dave & Buster's for $835m. The acquisition, which will close later this year, broadens D&B's demographic reach since it's popular among families with young children. D&B's locations are most frequented by young adults.
According to iSpot, Main Event hasn't utilized national TV since allocating around $20.6k in mid-2021; it may return to this channel this summer. Last year's commercials targeted male sports enthusiasts watching NFL Football.
Since the beginning of 2022, Pathmatics reports the company has spent approximately $510k on digital ads, only around a quarter of the approximately $2m it had spent by this point last year. Main Event ended up spending approximately $6.3m on this channel last year, 142% more than the approximately $2.6m it spent in 2020. The entertainment chain has earned around 55.8m digital impressions YTD via Facebook (44%), Instagram (33%), YouTube (21%), desktop display (2%) and mobile display (1%) ads.
Of course, spend will likely pick back up once D&B buys Main Event and works to target more millennial and Gen-X parents of young kids along with its traditional Gen-X audience. Sellers should get in touch soon to offer relevant ad space.
Agency & martech readers - This announcement comes not long after Main Event appointed CMO Ashley Zicklefoose in 160over90 is currently Main Event's PR and social AOR.