Toyota announces NFL sponsorship amid search for new marketing head (Score 35)

Sales lead: Get in touch now to help Toyota promote its new sponsorship deal. 

• Toyota just entered a four-year deal to become the Official Automotive Partner of the NFL. 
• The automaker will utilize the NFL's platforms to increase brand awareness & customer loyalty. 
• Toyota and the NFL will also collaborate on promoting diversity and inclusion. 

In other news:

• Toyota's top marketer, Lisa Materazzo, departed in September 2023.
• She is now the CMO of Ford. 
• We will be sure to update you as soon as a replacement is announced. 

Target demographic: Male millennials & Gen-Xers

The company will likely:

• Ramp ad spend back up
• Advertise heavily during NFL games and events
• Review the agency roster once it hires a new marketing DM

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

• YTD spend: Toyota spent around $136.1m on national TV ads YTD, just 40% of the $337m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 34% from $311.5m in 2021 to $416.7m in 2022. 
• Ad programming: It placed ads during programming such as NFL Football, NBA Basketball, MLB Baseball, NASCAR Cup Series, and 2023 NFL Draft. 

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

• YTD spend: Toyota spent nearly $63m on digital display ads YTD, a slight (6%) decrease from $66.7m spent in this channel during the same time period of 2022. 
• YTD data: 7.8b impressions via Facebook (30%), Instagram (25%), YouTube (23%), desktop display (12%), desktop video (6%), and mobile display (4%). 
• 2021-2022 spend: Full-year spend equaled $83m in 2021 and $84m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, espn.com, and twitch.tv. It placed 6% of these ads through multiple indirect channels onto sites such as football.fantasysports.yahoo.com, thepioneerwoman.com, sports.yahoo.com, cargurus.com, and yahoo.com. 

Additional channel insights  

• Vivvix: Toyota also invests in radio, OOH, print, and local broadcast.
• Top podcasts sponsored: The Herd with Colin Cowherd, Stuff You Should Know, The Bobby Bones Show, The Glenn Beck Program, and The Joe Rogan Experience. 

Agency analysis:

• Opportunity: Be prepared to reach out as soon as Toyota hires a new marketing leader. 
• Current roster:
  • Saatchi & Saatchi Los Angeles: creative, media, digital, & multicultural AOR
  • Zenith Media: media buying AOR