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Millennial Media Opps: Professional Bull Riders selects digital AOR, launches campaign

growing sport and expand internationally via competition & athlete development, social & digital media and its new digital streaming subscription network RidePass.

We don't know when a new campaign from 4Front will drop, but sellers should reach out now to stay top-of-mind. PBR doesn't have a top spending period since its top spending periods fluctuate year-over-year. Given PBR's focus on digital and diversity, it likely targets millennials.

Note that PBR typically relies on local marketing in the cities holding its launched its first national branding campaign, "Be Cowboy," during the Super Bowl pregame show. The 30-second spot has continued to air since then, and a longer brand film is in development. Digital and social supported.

We should also expect spend increases under Kacy Burke, who was promoted from live event marketing manager to senior marketing manager (November), Neil Van Orsow, who was promoted from senior manager of live event marketing to VP of live event marketing (September), and Michelle Todd, who was hired as VP of consumer marketing & insights after a 44-month tenure as manager of events procurement & operations at IMG (December).

​iSpot reports YTD national TV spend has totaled $158,201, an increase from the $32,800 spent in the same timeframe of 2018, and been placed on CBS's "PBR Bull Riding" and "That Other Pregame Show." Full 2018 spend totaled $993,828 and was placed on a wider variety of CBS shows (see targeting right). Spend in 2017 totaled $433,197.

Adbeat reports digital display over the last 12 months totaled $5.6k and was placed primarily via Google (99%) onto sites newson6.com, fourstateshomepage.com, pbr.com, ebay.com and dallas.com. This marks an increase as ads over the last 24 months totaled $8.9k and were placed primarily via Google (99%) onto sites like pbr.com, newson6.com, fourstateshomepage.com, ebay.com and kulr8.com.

The brand also relies heavily on partnerships (view national partners here).

Agency & martech readers -- Endeavor Global Marketing (EGM) is PBR's creative AOR and assisted PBR with its Superbowl pregame campaign. Since both it and PBR are owned by holding group Endeavor, it likely won't kick the bucket anytime soon.

However, since reviews tend to follow one another, media work may still be up for grabs. We, unfortunately, don't know who currently handles that account. Focus pitches on helping PBR further its growth and differentiate itself from other sports like baseball, football, basketball, etc.