Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: RB spent nearly $20.2m on national TV ads YTD, a 20% decrease from $25.2m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend decreased by 18% from $70.8m in 2021 to $58m in 2022.
- Ad programming: It placed ads during programming such as NBA Basketball, SportsCenter, The Oscars, NFL Football, and College Basketball.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: RB spent around $17.3m on digital display ads YTD, more than double the $7.6m spent in this channel during the same time period of 2022.
- YTD data: 1.4m impressions via YouTube (63%), Instagram (18%), desktop video (14%), and Facebook (5%).
- 2021-2022 spend: Full-year spend fell by 43% from $38.3m in 2021 to $22m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, twitch.tv, facebook.com, and yahoo.com.
Additional channel insights
- Vivvix: RB also utilizes OOH, print, and local broadcast.
- Top podcasts sponsored: Thrivetime Show | Business School without the BS, Stuff They Don't Want You To Know, Pardon My Take, Today in Focus, and 2 Bears, 1 Cave with Tom Segura & Bert Kreischer.
Agency analysis:
- Opportunity: Start reaching out to the new CMO now to be top-of-mind.
- Current roster:
- GYK Antler: social
- PHD: media buying & planning
- Publicis.Sapient: digital
- The Many: creative
- White Pants Agency: creative
- World Wide Mind: digital
- Edenspiekermann Los Angeles: creative
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
