KERN | Agency Profile, Contacts, AOR, Client Relationships
Service: b2b, full service
- Main Telephone
- (818) 703-8775
KERN Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Lynn F. | Chief Financial Officer & Chief Operations Officer | CA | ||||||||||||
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| Russell K. | Chief Executive Officer & Founder | CA | ||||||||||||
| Desmond B. | Chief Creative Officer | CA | ||||||||||||
| Melissa H. | Group Creative Director | CA | ||||||||||||
| Cassy B. | Art Director | CA | ||||||||||||
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DirecTV taps new DMs, launches a Football x Housewives crossover in new campaign (Score 69)
here). The same month, DirecTV named Dan Rosenfeld as its advertising analytics and insights SVP. Rosenfeld had most recently served as the video research and analytics SVP at WarnerMedia.
DirecTV's newest campaign brilliantly targets both sports enthusiasts and reality show fans with a Football x Real Housewives crossover. A continuation of the company's "Get Your TV Together" campaign, the new spot promotes convenient instant access to both DirecTV's Live TV and On Demand. The campaign involves a Meta AR game, Snap filters and Reddit integrations. The new campaign was made by fluent360.
So far this year, iSpot reports DirecTV has spent approximately $3m on national TV commercials, more than triple the approximately $916k spent by this point last year. The company spent about $1.7m on this channel last year, down 11% from when it spent about $1.9m in 2020. DirecTV's 2022 commercials' target demographic has primarily included male sports fans; its 2022 commercials have aired during shows such as NFL Football, the 2022 Little League Baseball World Series, Law & Order, NCIS and MLB Baseball.
According to Pathmatics, the company has allocated roughly $33.2m toward digital ads YTD, 69% more than the roughly $19.6m allocated within the same 2021 timeframe. In 2021, DirecTV's estimated full-year spend increased 9% to $49.5m from that of $45.6m in 2020. Since the beginning of 2022, the company has earned around 3.9b digital impressions via Facebook (39%), Instagram (23%), mobile video (17%), desktop video (12%), Twitter (7%), desktop display (3%) and mobile display (1%) ads.
Spend shows no sign of slowing down, so sellers should contact sooner rather than later to secure some of these increasing ad dollars. The new campaign targets both women and men with things they respectively tend to love: Real Housewives and football. DirecTV targets Gen-X via TV, and it targets digitally oriented Gen-Z and millennials via digital channels such as paid social, AR, Snapchat and Reddit. Per Kantar data, DirecTV also utilizes local broadcast.
Agency & martech readers - The recent marketing leadership shifts follow the Superjuice on PR.