Mastercard, Live Nation partner to provide cardholders with exclusive access, VIP experiences
Sales Lead: Mastercard (MC) and Live Nation (LN) recently announced a partnership that will give millions of cardholders access to presale tickets, premium seats & VIP experiences. Through priceless.com, the initiative is currently available in 19 markets across Europe and Asia. No word on whether the initiative will expand into the US, but it's probably worth keeping an eye on.
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance):
- 2023 YTD spend:
- MC: $15.4m
- LN: <$1m ($~26k)
- 2021-2022 spend:
- MC: Spend has been trending down in this channel in recent years; FY 2021 spend was $47.9m, while FY 2022 spend was around half of that - $24.5m
- LN: Spend for LN has inconsistent since 2021 (no $ was spent in this channel that year), but spend in this channel is still small - 2022 spend was only $150K and has dropped in 2023.
- Ad programming:
- MC: NBC, FOX, Bravo, MLB Network & Golf during shows such as MLB Baseball, PGA Tour Golf, The Jennifer Hudson Show & 2023 Open Championship
- LN: Not enough data exists
Digital & social insights (digital ad spend, effectiveness, impressions, and performance):
- 2023 YTD spend:
- MC: $6.7m (955m impressions via Instagram (59%) & Facebook (27%))
- LN: $78.3m (10.8b impressions via Facebook (43%), Instagram (27%) desktop display (15%) & YouTube (12%))
- 2021-2022 spend:
- MC: FY 2022 spend dipped to $7.8m from $11.5m in 2021; while spend is trending back up this year, note that ads have been shifted more to social platforms & away from mobile & desktop video & display
- LN: Spend has been climbing steadily in recent years, while ad placement has stayed largely the same as mentioned above. FY 2022 spend was $58.7m, up from $20m for FY 2021.
Additional channel insights:
- Vivvix 2022 spend estimations:
- MC: $42.9m on broadcast, print & digital
- LN: $22.7m on print, broadcast & OOH
Intent Insights:
- MC: has shown to be very interested in Search Marketing this week. See other categories MasterCard Worldwide, Inc. has shown interest in.
- LN: has shown to be very interested in education this week. See other categories Live Nation Entertainment has shown interest in.
Mastercard's current agency roster:
- McCann New York: Creative AOR
- Carat: Media AOR
- R/GA: Digital agency partner
- Octagon: Experiential agency partner
- The Axis Agency: Multicultural agency partner
Live Nation's current agency roster:
- Brunswick Group: PR
- HUEMOR: digital
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; intent insights by bombora
