Male Gen-X, Millennial Opps: Discount Tire announces sports AOR (Score 23)

Sales lead: Reach out to inquire about other agency duties. 

• Discount Tire (DT) appointed ANC as its sports AOR in June 2023.
  • ANC is responsible for strategic planning & advertising sales for DT's TV visual signage in professional & college sports facilities. 
  • It will also collaborate with DT's in-house media team.
• DT has been working with ANC on a project basis for about eight years.
• ANC just closed a deal to make DT the Official Tire Retailer and Official Tire of the WNBA. 
  • DT will earn media exposure through TV visual signage & on-court virtual signal during WNBA national TV broadcasts. 

Target demographic: Gen-Xers & millennials with a male skew

The company will likely:

• Seek additional sports sponsorships
• Build out its agency roster
• Keep increasing digital spend 

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

• YTD spend: DT spent around $1.7m on national TV ads YTD, a 23% decline from $2.2m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted by 52% from $7.3m in 2021 to $3.5m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, 2023 Daytona 500, Diners, Drive-Ins and Dives, Match Play with Ray Adams, and Guy's Grocery Games. 

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

• YTD spend: DT spent nearly $1.7m on digital display ads YTD, a 79% increase from $948k spent in this channel during the same time period of 2022. 
• YTD data: 295.4m impressions via desktop display (57%), Instagram (40%), mobile display (2%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend fell 17% from $3m in 2021 to $2.5m in 2022. 
• Ad location: It placed 57% of these ads through multiple indirect channels onto sites such as espn.com, dailymail.co.uk, genius.com, travelchannel.com, and hgtv.com. It placed 43% of these ads directly onto sites such as instagram.com, foxbusiness.com, dailymail.co.uk, washingtonpost.com, and fjcruiserforums.com. 

Additional channel insights  

• Vivvix: DT also invests in OOH, radio, and local broadcast. 
• Top podcasts sponsored: Dateline NBC, Crime Junkie, The John Batchelor Show, The Jordan Harbinger Show, and The Dana Show with Dana Loesch. 

Agency analysis:

• Opportunity: I recommend offering PR, creative, digital, or social media assistance. 
• Current roster:
  • In-house: media