Male Millennial Media Opps: State Farm kicks off football push (Score 66)

Sales lead: The company will likely ramp up ad spend throughout the NFL season. 

• State Farm (SF) just launched its 2023 NFL campaign
• It includes multiple spots featuring Kansas City Chiefs coach Andy Reid, Quarterback Patrick Mahomes, and Tight End Travis Kelce. 
• The spots will be supported across broadcast, OLV, CTV, social, digital, and audio.
• We told you about SF's new agency partner, Highdive, in July. 

Target demographic: Millennial male football fans 

The company will likely:

• Increase ad spend throughout H2
• Make additional agency changes 
• Continue featuring athletes in its creative work

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

• YTD spend: SF spent approximately $161.8m on national TV ads YTD, down 21% from $205.4m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend fell by 19% from $406m in 2021 to $329.8m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, College Basketball, College Football, and SportsCenter. 

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

• YTD spend: SF spent nearly $80.5m on digital display ads YTD, a slight (3%) increase from $77.8m spent in this channel during the same time period of 2022. 
• YTD data: 7.7b impressions via YouTube (62%), desktop video (18%), Instagram (11%), desktop display (5%), Facebook (3%), and mobile display (1%). 
• 2021-2022 spend: Full-year spend fell 23% from $173m in 2021 to $132.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, twitch.tv, instagram.com, facebook.com, and cars.com. It placed 1% of these ads through multiple indirect channels onto sites such as zillow.com, yahoo.com, weather.com, time.com, and buzzfeed.com. 

Additional channel insights  

• Vivvix: SF also utilizes OOH, print, radio, and local broadcast. 
• Top podcasts sponsored: Stuff You Should Know, NPR News Now, The Herd with Colin Cowherd, Up First, and The Ramsey Show. 

Agency analysis:

• Opportunity: SF appointed a new CMO in January and picked up Highdive in July, which signals the company may make additional agency changes. 
• Current roster:
  • Zeno Group: PR AOR
  • Highdive: creative
  • DDB Chicago: creative
  • The Marketing Arm: creative
  • OMD: media buying & planning
  • Infinity Marketing Team: creative
  • Optimum Sports: digital, media buying, & experiential