Gen-X, Millennial Media Opps: CNN's EVP & CMO resigns (Score 40)
CNN announced that EVP & CMO Allison Gollust has resigned following an investigation. I am not sure about the
network's replacement plans, but we will be sure to update you once CNN makes a decision. Keep an eye on this company because this departure will affect its marketing strategy and could lead to agency reviews. We told you about CNN ramping up its efforts to promote the new CNN+ streaming services last year.
According to Pathmatics, CNN earned 58.4m impressions YTD through Facebook ads (57%), Instagram ads (28%), desktop display ads (8%), Twitter ads (6%) and mobile display ads (1%). It placed the majority (93%) of these ads site direct onto sites such as facebook.com, instagram.com, twitter.com, politico.com and bleacherreport.com. It placed the remainder (7%) indirectly through Google AdX+AdSense onto pbh2.com, runt-of-the-web.com, politico.com, all-that-is-interesting.com and nypost.com. It spent about $401.6k on digital display ads YTD, less than half (44%) of the $913.2k spent in this channel during the same time period of 2021. Full-year spend fell 13% from $7m in 2020 to $6.1m in 2021.
Magellan reports CNN placed around 280 podcast ads over the last 365 days.
Per iSpot, CNN spent $27.2k on national TV ads YTD, a significant decrease from $479.5k spent in this channel during the same time period of 2021. Full-year spend increased 69% from $1.3m in 2020 to $2.2m om 2021. In 2021, it placed ads during programming such as "My Lottery Dream Home," "CBS News Sunday Morning," "The 44th Annual Kentucky Center Honors," "Law & Order: Special Victims Unit" and "The Real Housewives of Beverly Hills."
iSpot also reports CNN+ spent $1.1m on national TV ads YTD during programming such as "Anderson Cooper 360," "Forensic Files," "Don Lemon Tonight," "CNN Newsroom With Poppy Harlow and Jim Sciutto" and "Erin Burnett OutFront." It started investing in this channel in Q4 of 2021 spending around $883.5k.
Sellers-- CNN targets Gen-X and millennials with a female skew. It allocates the majority of its marketing budget towards digital display and national TV ads. While CNN decreased spend for both channels in 2021, it has been focused on promoting CNN+. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Keep in mind, the next CMO may bring some new strategies. However, in the meantime, keep reaching out to offer relevant ad space.
Agency & martech readers-- To the best of my knowledge, CNN uses bpg advertising for creative, Three Five Two for digital and Horizon Media for media buying. It also two in-house brand teams. While Gollust's successor may decide to review CNN's roster, you might also be able to pick up some PR work because the company is dealing with some internal issues.
