Metro by T-Mobile appoints creative AOR amid spend decreases (Score 23)

Sales lead: Reach out now to offer ad space & inquire about other agency opportunities. 

• Metro by T-Mobile appointed O'Keefe Reinhard & Paul as US creative AOR in April 2023.
• The agency is tasked with promoting Metro's services through ad campaigns. 
• It will also create ads specifically for Hispanic and other multicultural demographics.
• ID Comms handled the review.
• O'Keefe takes over from Saatchi & Saatchi.

Target demographic: Millennials & Gen-Xers with a Hispanic skew

The company will likely:

• Ramp ad spend back up
• Release fresh creative work or an ad campaign
• Build out the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Metro spent nearly $8.2m on national TV ads YTD, down 40% from $13.7m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 39% from $55.3m in 2021 to $34m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, Fútbol Mexicano Primera División, La casa de los famosos, Let's Make a Deal, and College Basketball. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Metro spent around $389.2k on digital display ads YTD, just 15% of the $2.6m spent in this channel during the same time period of 2022. 
• YTD data: 51.5m impressions via Facebook (56%), desktop video (22%), desktop display (14%), Instagram (8%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 44% from $24.5m in 2021 to $13.8m in 2022. 
• Ad location: It placed 90% of these ads directly onto sites such as facebook.com, twitch.tv, instagram.com, nbcsports.com, and fandom.com. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
  • We have not confirmed any other agency relationship for Metro. 

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.