Dish Network launches first part of Boost Mobile campaign following CMO appointment (Score 79)

Sales Lead: In its latest ad campaign, Boost Mobile teamed up with artist JC Rivera, rapper Toosii, and skateboarder Samarria Brevard.

• Made by Highdive, the company highlights the ways in which artists, athletes, and entrepreneurs have succeeded despite various setbacks.
• The campaign rolled out across broadcast TV, social media, online, radio, OOH, and experiential activations in different communities.
• More work will launch within the coming weeks.
• The brand will likely:
  • Pursue additional influencer partnerships
  • Continue increasing (Boosting?) spend as new campaign work continues rolling out
  • Implement strategy shifts following a recent CMO appointment (more below)
• Target demographic:
  • Primarily: Gen-Z and millennials
  • Secondarily: Gen-X
  • Note: Boost's national TV commercials target Spanish-speaking consumers.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Boost has spent approximately $19.4m on national TV commercials YTD, a 43% increase from the approximately $13.6m spent by this point last year.
  • Last year: The brand spent around $27.8m on this channel last year after having spent less than a third of this, around $8.7m, in 2021.
  • 2023 ad programming: Boost's 2023 commercials have targeted Spanish-speaking audiences of shows such as ¡Despierta and América!, Primer Impacto, La Rosa de Guadalup, Eternamente amándonos, and El Gordy y la Flaca.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, the brand has allocated roughly $30.3m toward digital ads, already 10% more than the roughly $27.6m allocated in all of 2022.
  • YTD data: Boost has earned about 4.5b digital impressions YTD via Facebook (84%), Instagram (7%), desktop display (6%), mobile display (2%), and YouTube (1%) ads.
  • Last year: In 2022, the brand's estimated full-year spend of $27.6m nearly doubled that of $15.3m in 2021.
• Additional channel insights  
  • Boost utilizes Google Ads along with linear, OTT, OOH, digital, local broadcast, and radio ads.
  • The brand holds planning conversations in Q1 and buying conversations in Q2.
  • Boost sponsors podcasts such as The Herd with Colin Cowherd, The John Batchelor Show, Today, Explained, and Real Ghost Stories Online.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Jonathan Sipling, parent company Dish Network's CMO and SVP since March 2023.
• Current agency roster:
  • Highdive: Creative agency partner
  • Horizon Media (Horizon Next): Media AOR (2010)
  • View Dish's full roster here. ​​​​​​​

Insight Sources: Linear, OTT, and broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.