Media Edge: BetMGM launches ad campaign with Jamie Foxx

Media Sales Lead: BetMGM just kicked off a new campaign featuring celebrity ambassador Jamie Foxx. The push includes two 30-second spots that will be supported across national TV, OOH, CRM, digital, and social channels. The company worked with 72andSunny on the campaign. 

Key Lead Takeaways: The campaign launch signals the company will ramp up ad spend throughout H2. Reach out to offer ad space so that you can score some of these extra campaign ad dollars. 

Target Demographic: Male Gen-Z & millennial sports fans

Key Spend Notes:

• Top spending period: Q1
• The company has been ramping up national TV spend while decreasing digital spend. 

National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes BetMGM under Casinos & Gambling**

• 2023 YTD Spend: $34.1m
• 2022 STP Spend: $21.3m
• 2022 FY Spend: $52.6m
• 2021 FY Spend: $20.5m
• 2020 FY Spend: $514.3k

Ad Flight Breakdown (by spend): BetMGM has aired 30 spots in 2023; the top five were "Positivity: $1,000 Paid Back," "Winning with the King of Sportsbooks: $1,000 Risk-Free," "Sweating: $1,000 Paid Back in Bonus Bets," "Rivalry: Up to $1,000 Risk-Free First Bet," and "Tips: $1,000." 

Top Daypart (by impressions): Primetime (352m), Weekend Afternoon (205m), Early Fringe (87m), Late Fringe PM (66m), and Day Time (58m). 

Top Networks (by spend): CBS. NBC, TNT, ESPN, and ABC. 

Top Shows (by spend): NFL Football, NBA Basketball, Live on the Line, MLB Baseball, and Football Night in America. 

Top Industry/Vertical Spenders (by spend): FanDuel (33%), DraftKings (30%), BetMGM (18%), Caesars Entertainment (5%), and PokerStars (3%). 

Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes BetMGM under Online Betting & Real Money Gambling**

2023 YTD Spend: $12.7m
2022 STP Spend: $18.6m
2022 FY Spend: $27.7m
2021 FY Spend: $34m
2020 FY Spend: $17.3m

2022 Ad Flight Breakdown:

• Q1 2022 Spend: $8.9m
• Q2 2022 Spend: $7.2m
• Q3 2022 Spend: $5m
• Q4 2022 Spend: $6.4m

2023 Impressions: 1.7b

Top 2023 Ad Types (by spend): Facebook (35%), YouTube (30%), Instagram (24%), Twitter (7%), desktop video (1%), desktop display (1%), and mobile display (1%). 

Top Purchase Channels: Direct (99%), AppNexus (<1%), and MediaMath (<1%).

Top Publishers: facebook.com, youtube.com, instagram.com, twitter.com, and twitch.tv. 

Top Industry/Vertical Spenders: FanDuel (32%), Chumba Casino (10%), DraftKings (9%), BetMGM (7%), and LuckyLand Slots (6%). 

Top Creative (by spend; see below): Pathmatics reports that 1.3k creatives have run during 2023 (note that not all creatives debuted in 2023).

Other Media Spend Analysis & Breakdown

• Top podcasts sponsored: The Herd with Colin Cowherd, The Dan Patrick Show, The Bobby Bones Show, Real Ghost Stories Online, and Hidden Killers With Tony Brueski | Breaking News & Commentary.

Current Agency Roster:

• 72andSunny: creative