Male Gen-Z, Millennial Opps: BetMGM taps AOR as it ramps up TV spend (Score 21)

Sales lead: Reach out now to offer ad space & to see if the company needs any more agency help. 

• BetMGM named Highdive creative AOR in December 2023. 
• This replaces incumbent shop 72andSunny. 
• Highdive's first creative work is scheduled to debut in January during the NFL playoffs. 
• The company also announced it will run its first-ever Super Bowl ad in 2024.

Target demographic: Male Gen-Z & millennial sports fans

The company will likely:

• Keep ramping up national TV spend
• Release fresh creative or an ad campaign early next year
• Build out agency roster

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

• YTD spend: BetMGM spent approximately $58.3m on national TV ads YTD, up 49% from $39m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $20.5m in 2021 to $49m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, MLB Baseball, Football Night in America, and Live on the Line. 

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

• YTD spend: BetMGM spent about $17.4m on digital display ads YTD, down 34% from $26.4m spent in this channel during the same time period of 2022. 
• YTD data: 2.4b impressions via Facebook (33%), YouTube (29%), Instagram (23%), Twitter (6%), mobile display (4%), desktop display (3%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend dropped 18% from $34.1m in 2021 to $27.8m in 2022. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitter.com, and twitch.tv. It placed 4% of these ads through multiple indirect channels onto sites such as ebay.com, worldstar.com, foxnews.com, accuweather.com, and lipstickalley.com. 

Additional channel insights  

• Top podcasts sponsored: The Herd with Colin Cowherd, Hidden Killers With Tony Brueski | True Crime News & Commentary, The Dan Patrick Show, Monday Morning Podcast, and The Jordan Harbinger Show. 

Agency analysis:

• Opportunity: I recommend offering PR, media, digital, or social media services. 
• Current roster:
  • Highdive: creative AOR