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Gen-Z, Millennial Male Media Opps: Bud Light joins the console wars with the BL6

here. BL is donating all proceeds from the sale to the National Restaurant Association's "Change is on the Menu" program. There are likely extra ad dollars promoting the BL6 out there for you to secure. 

According to iSpot, BL spent around $51.7m on national TV ads YTD, just 29% of the $177.2m spent during the same time period of 2019. BL has been lowering TV spend for the last couple of years considering full-year spend dropped from $226.7m in 2018 to $201.4m in 2019. This year, it placed ads during programming such as "NFL Football," "NHL Hockey," "MLB Baseball," "NBA Basketball" and "College Football." 

Magellan reports BL placed about 70 podcast ads over the last year. 

Per Pathmatics, BL earned 1b impressions through desktop video ads (43%), Facebook ads (40%), desktop display ads (10%), Instagram ads (4%), mobile display ads (3%) and Twitter ads (1%). It placed the majority of these ads site direct (97%) onto sites such as facebook.com, youtube.com, yahoo.com, nfl.com and instagram.com. It placed the remainder through Media iQ and Google AdX + AdSense onto sites such as yahoo.com, twitch.tv, nhl.com, buzzfeed.com and statesman.com. It spent around $9.7m on digital display ads over the last 365 days, a slight 6% decrease from $10.3m spent over the 365 days prior. 

Sellers-- BL primarily targets Gen-Z (21+) and millennial men, and the BL6 should be right up their alley. It reaches these demographics though digital display and national TV ads. It decreased spend in both channels over the last year, especially TV ads. This was most likely a result of coronavirus related cost-cutting measures, so it will likely return to normal levels in 2021. Although, BL may not return funds to TV ads if it believe digital channels can provide a better ROI as they normally are more effective in reaching millennials and Gen-Zers. It also invests in OOH, print and radio ads, per Kantar. Sellers should reach out offering relevant ad space. 

Agency & martech readers-- We believe BL currently works with Vizeum on media buying & planning. There are no glaring triggers pointing to a potential review at this time. I recommend looking for work elsewhere.