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Transcript

Hello and welcome to who won the week, your weekly dose of TV advertising news and analysis. My name is Aaron Tab, I'm Edios content marketing manager and I am joined by a multi time repeat guest Will Price, our VP of client development and our automotive advertising expert. Will. How was your 4th of July weekend? 4th is good. Celebrated with family celebrated the 4th. Where they get older, classic American beverage of beer and something that we're I think we're gonna talk about in this episode because we we found a few interesting takeaways from the the beer category over the past week. That's right. And that's an interesting I think from what we've seen is that the summer season we wrote a blog post about this recently has seen a big spike in these spike seltzers and hard lemonades doing well. But when we look at some of these major sports events, these international sports events that we've been talking about. Lately, whether they the especially in soccer with Copa America and the EUR going on right now, we've seen just good old-fashioned light beers doing great. And so let's let's jump into that first as some people may know that some people might not. It's right now it's international soccer season. We've got the European Championships happening in Europe and the Copa America which covers countries in North and South America happening simultaneously. So great time for soccer fans and. First, let's start at the top. What's the value of these these tournaments to advertisers? Yeah, I think it's one, it's a great time during the summer. Again, both huge tournaments happening at the same time, finals this Sunday. We have football on Sunday, which is the way it's meant to be. But I think it's a great play for brands that are looking to get younger and more diverse. I mean, soccer has such a young fan base. My own kids, 11 and eight, they're huge, messy fans. So even though the US has fallen out of Copa, you know, Messi is in the semifinals, advertisers is going to be really excited to probably. Keep him in the tournament to keep that messy follow. We've seen what he's done for MLS building on the World Cup. So it's a great play for brands that are looking forward to their future, taking advantage of these growing segments of our population base to get younger, get more diverse. So yeah, the brands that are really thinking about their future are. That's a smart play for them. Cool. And what are some of the brands that we've seen particularly in in the beer category that have that have done well at Copa and the EUR? Yeah, what's really interesting we're seeing a common high performance in the beer category during both of these tournaments, specifically from Miller Lite and Corona and Corona promoting their premier product. So their their light beer low carb directed towards a more active lifestyle. And what's really interesting is they took a baseball approach they baseball. Themed approach. So the typical play is normal soccer, contextual advertising, soccer ad for a soccer audience. But both these brands went to baseball routes and they both performed really well. So Miller Lite running on Unimas performed 220% more effective than the average airing within that tournament. And then Corona found similar success with their spot where they formed, you know, 248%. I'm sorry, 148%. More effective than the average airing during that tournament. So some really great success for those two brands taking a similar strategy, similar approach to reach that soccer audience. Yeah, that's, that's, that's great to see. I love that, uh, Miller Lite ad on Unimas with Jorge Pasada and David Ortiz arguing about a great taste versus less filling and in Spanish. Great to see two MLB rivals from my childhood getting into it on TV. And also the summer season, we also got Wimbledon going on. Speaking of these sort of international sports tournaments, what brands are standing out there? Yes, so interesting for Wimbledon. Good old American Coors is finding success during the tennis tournament of the summer. So they're performing 65% more effective than the average airing during Wimbledon. So that's silver bullet train is finding its way into the Wimbledon tournament and finding success for those audience. So again, high performance during these tournaments a lot at stake. And I think it's, you know, these viewing environments are very social in nature. So it's probably not a huge surprise that beer find success within these tournaments. But just interesting to see different brands, similar approaches for this category. So really great to see for those brands. Cool. See, I'm moving from drinking to driving. We don't advertise doing these things at the same time, but we will be talking about them on our show. We recently released our top ads of the first half of 2024 where we looked at a wide range of categories to note the ads that were most effective at generating consumer engagement activities such as searching for a brand online or visiting a website, which are highly correlated to future sales. Umm and so we thought we'd ask our auto expert to tell us a little bit about what happened in the luxury and non luxury auto categories. What what ads really stood out and drove the most engagement during the first half of the year. Yeah, Aaron. So again, this is an inclusive of all the terms we just talked about. We're looking at the first half of the year. So brands like Audi and BMW that are really leaning on these tournaments during the summer to find that younger dog diverse audience and in our finding some really great success not included, but looking at the first half, what we see are some some really. Interesting brands and and campaigns rising to the top. So for the luxury category, we see the Lexus and their GX campaign. So the GXAA new model, new product launch, but a long-awaited product launch that has a very strong loyal following. They did a great job with the car. The campaign shows it really well. They've taken a a very diverse approach in their casting. So I think it's a smart play again for them tying into the conversation we just had about the globalization of sports and international sports. So Lexus is finding success with this campaign performing 388% more effective than the average luxury auto ad in the first half of the year. And on the non look side, we see a brand like Buick. Buick launched a new campaign during March Madness. Again, a great environment, sports environment to find an engaged audience to really change perceptions about their brand. They're taking the design language. They're having people relook at Buick. It is not the Buick of our grandfathers days. Anymore, they've taken a really strong, aggressive new design approach and I think it's getting people to be really curious about Buick, take a second look at Buick. It's a strategy that they've had for some time to get people to pick up a second device after watching a Buick ad and, and, and rethinking and, and really leaning into what a Buick looks like and try and learn more. So they're finding success. It's 136% more effective than the category average in the first half of the year. So yeah, Buick should be. Very happy with this campaign to date. Very cool. And I think that's our show for the week. I thank you all so much for joining. This is going to be our last episode of the season and we're going to be taking a little time off this summer. But if you want to stay up to date with Edos marketing insights, all this great TV outcomes data we have, it's edo.com/resources. We've got regular content updates. You can sign up for our weekly emails. We'll put a link on the screen. For that. And yeah, if you have any feedback on the show, we'd love to hear it. Drop us a line at marketing at edoinc. com. Let us know what you liked about the show, what you might like to see on the show in the future. Will, it's been wonderful having you here. As always. You always do such a great job. Thank you for joining us. Yeah. Thanks, Aaron. Thanks for having me. Yeah. It's always a pleasure. And hope everyone has a great July. And we'll talk to you soon.