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Male Sponsorship Opps Update: California Almonds continues March Madness ad hike
Update (4/6): We already told you at the beginning of last month that California Almonds launched its newest campaign to coincide with March Madness (more below). With the tournament officially over, hopefully plenty of our readers were able to slam dunk some new campaign revenue. However, if you weren't able to secure revenue in time, don't throw in the towel quite yet.
With the three new spots having cost the brand $1.7 million thus far, way up from the $138,437 we initially reported (per iSpot), it doesn't look like spending is slowing down just because March Madness is over. In other words, sellers that haven't got their hands on available revenue should be reaching out right away to pick up current campaign dollars as they continue to become available.
Millennial male-focused sellers should have an edge securing revenue here. Note that media shop Sterling-Rice Group is on creative too.
Below published 3/2
In other words, expect these ads to continue to run through the end of the end of the tournament. However, keep in mind that these ads make up only a small portion of the $2.3 million already spent on national TV this year, in comparison to the $3.2 million spent for all of 2016.
Therefore, traditional and digital sellers should reach out right away to see if there are any last minute March Madness revenue available. But, regardless, continue pitching sports sponsorship deals, as this is not the first time the brand has done this type of sponsorship.
Keep in mind that print is the brand's top ad channel, according to Kantar Media. Focus pitches on high ROI healthy lifestyle male engagement strategies. Note that while digital display spend is still in the mix, it is not very high and has decreased over the past few years, per Sterling-Rice Group handles media buying and planning.
Media Spend: According to Kantar Media, California Almonds spent $10.6 million on measured media in the first three quarters of 2016, the majority of which went towards print, followed by broadcast and digital.
Digital Breakdown: For all of 2016, Pathmatics reports that Cali Almonds spent $469,300 on digital display ads, half of which were placed site direct, and the other half placed primarily between Ad Network and DSP channels. Top ad destinations include sfgate.com, npr.org and espn.com.
Almond Board of California
1150 Ninth Street
Modesto, CA 95354
Senior Director, Global Marketing
Associate Director, Marketing Services
Direct Dial: (209) 549-8262