Male Sports Fans Opps: SeatGeek appoints creative AOR amid spend increases (Score 50)

Sales lead: Agency reviews commonly follow one another, so reach out now to be top-of-mind.

• SeatGeek selected SlapGlobal as its creative AOR in July 2023. 
• This replaces Fig, which picked up the account in 2021. 
• SlapGlobal's work will reportedly focus on showing consumers its unique features. 

Target demographic: Male millennial/Gen-Z sports fans 

The company will likely:

• Keep increasing ad spend   
• Launch an ad campaign/new creative work
• Make additional agency changes

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

• YTD spend: SeatGeek spent close to $6.8m on national TV ads YTD after not allocating significant budget toward the channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend skyrocketed from $38.9k in 2021 to $7.3m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, MLB Baseball, Ancient Aliens, and The Food That Built America. 

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

• YTD spend: SeatGeek spent nearly $5.3m on digital display ads YTD, a 47% increase from $3.6m spent in this channel during the same time period of 2022. 
• YTD data: 602.2m impressions via Instagram (41%), YouTube (28%), Facebook (23%), desktop display (6%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend jumped from $4.4m in 2021 to $11m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, youtube.com, facebook.com, nba.com, and dallascowboys.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as drudgereport.com, boston.com, fandom.com, weather.com, and thesimsresources.com. 

Additional channel insights  

• Top podcasts sponsored: Fantasy Footballers - Fantasy Football Podcast, Andrew Schulz's Flagrant with Akaash Singh, The Sports Junkies, No Drunks, and Fantasy Football Today. 

Agency analysis:

• Opportunity: Contact SeatGeek's DMs to offer your services. 
• Current roster:
  • Wavemaker: media AOR (2022)
  • SlapGlobal: creative AOR