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Millennial Media Opps: Cricket launches new campaign

Wireless provider Argonaut, the campaign takes a new-for-this-brand testimonial approach. Sellers, contact soon to secure last-minute ad dollars.

So far this year, iSpot reports Cricket has spent approximately $22.4m on national TV commercials, down 19% from the approximately $27.5m spent by this point last year. The company spent around $55.7m on this channel last year after having spent around $58.5m, 5% more, in 2020. Cricket's 2022 commercials have targeted millennials watching shows such as NBA Basketball, MLB Baseball, NCIS, Chicago Fire and Friends.

According to Pathmatics, the company has allocated roughly $9.5m toward digital ads YTD, down 25% from the roughly $12.7m allocated within the same 2021 timeframe. In 2021, Cricket's estimated full-year spend decreased 20% to $22.4m from that of $27.9m in 2020. Since the beginning of 2022, the company has earned ~1.2b digital impressions via Facebook (52%), Instagram (21%), desktop display (16%), mobile display (5%), desktop video (4%) and Twitter (1%) ads. Most of this year's desktop display ads have been placed site direct onto destinations such as wwe.com (24%), imdb.com, walmart.com, answers.com and bossip.com.

Cricket primarily targets millennials. The lower spend may be a result of lower-than-desired ROI; sellers would benefit from offering ways to optimize ROI among millennial audiences. It also targets Hispanic audiences via Spanish TV commercials. Per Kantar data, Cricket also utilizes print, radio, OOH and local broadcast.

Agency & martech readers - To the best of our knowledge, the company's roster hasn't changed since it hired VP and CMO Tony Mokry Hearts & Science (media).