GMR Marketing | Agency Profile, Contacts, AOR, Client Relationships
Service: event & sponsorship marketing
- Main Telephone
- (704) 342-4450
GMR Marketing Contacts
| Name | Title | State | ||||||||||||
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| Marie S. | Vice President, Client Consulting & Services | NC | ||||||||||||
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| Jeff H. | Vice President, Client Consulting & Services | NC | ||||||||||||
| Jeremy G. | Vice President, Client Consulting & Services | NC | ||||||||||||
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NFL releases subscription service (Score 28)
The service includes live out-of-market preseason games, local and primetime regular season games, playoff games and additional on-demand content. The basic subscription costs $4.99 a month and the premium is $9.99 a month. The main difference is the premium tier will include replays of all games. NFL+ will be available on mobile devices, tablets and through a CTV app.
In other news, the NFL hired Susan Hamlin (May 2022) as VP of sponsorships and partnership management from Madison Square Garden Entertainment Corp., where she served as VP of account management. It also appointed Sarah Bishop (June 2022) as VP of brand and consumer marketing. Bishop joins from New York City Football Club, where she was the marketing VP.
According to Pathmatics, the NFL earned 3.4b impressions YTD through Facebook ads (44%), Instagram ads (26%), desktop display ads (20%), Twitter ads (6%), mobile display ads (4%) and desktop video ads (1%). It placed the majority (89%) of these ads directly onto sites such as facebook.com, instagram.com, twitter.com, espn.com and apnews.com. It placed the remainder (11%) indirectly through Yahoo DSP and Google AdX+AdSense onto sites such as yahoo.com, usatoday.com, news.yahoo.com, finance.yahoo.com and yahoo.com/health. It spent approximately $21.3m on digital display ads YTD, a 14% decrease from $24.9m spent in this channel during the same time period of 2021. Full-year spend fell by 13% from $64.5m in 2020 to $55.8m in 2021.
Per iSpot, the NFL spent around $116.6m on national TV ads YTD, a 12% increase from $102.6m spent in this channel during the same time period of 2021. Full-year spend increased by 26% from $167.7m in 2020 to $212m in 2021. This year, it placed ads during programming such as NFL Football, Super Bowl LVI Pregame, 2022 NFL Draft and SportsCenter.
Sellers-- The league targets male Gen-X and millennial football fans through digital display and national TV ads. It has been ramping up national TV spend while decreasing digital spend over the past two years. This indicates TV ads provide a better ROI for the league. The league allocates the majority of its marketing dollars toward Q1 and Q4. The NFL also invests in OOH, print and local broadcast TV ads, per Kantar. The league utilizes sponsorships as well. I predict it will start ramping spend up soon to build brand awareness for NFL+. Contact the NFL's DMs to offer ad space.
Agency & martech readers-- The NFL currently works with OMD (media buying/planning). It also has an in-house team that takes care of some media duties. I advise readers to reach out and see if the league needs any assistance promoting NFL+. Those of you with streaming or professional sports experience will likely have an advantage.