Millennial, Gen-X Opps: Future loses CMO as national TV spend skyrockets (Score 50)
Sales Lead: Future is in search of a new top marketer since Ray Elias departed in October 2022.
- Elias joined the company as CMO in December 2020 and now serve in the same role at Sorare.
- The company will likely:
- Need additional marketing support
- Continue increasing national TV spend
- Seek new agency partners, especially once it finds a new CMO
- Target demographic:
- Older millennials and Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Future has spent approximately $361.6k on national TV commercials YTD, a huge increase from the merely $434 spent by this point last year.
- Last year: The company ended up spending around $728 on this channel by the end of 2021 after not having utilized it in 2020.
- 2022 ad programming: Future's 2022 commercials have aired during NBA Basketball, Tag, and NCIS: New Orleans.
- Digital spend insights
- YTD spend: So far this year, the company has allocated roughly $38.4k toward digital display, a significant decrease from the roughly $1.2m spent within the same 2021 timeframe.
- YTD data: Most of this year's spend has gone toward video and programmatic ads placed via Other Networks and Google Display Networks onto site destinations such as active.com (33%), sfgate.com, nfl.com, usatoday.com, and miamiherald.com.
- Last year: Future didn't utilize this channel after this point last year, which means that its estimated full-year 2021 spend skyrocketed to $1.2m from that of $6.1k in 2020.
Additional agency insights:
- Opportunity: Contact sooner rather than later to remain top-of-mind in the Future when this company finds a new CMO.
- Current agency roster:
- No current agency relationships yet confirmed
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Adbeat.
