Jasmine C Lipford

✅🖥️ Nielsen (10/15): “Nielsen’s September 2024 report of The Gauge™ revealed that NFL viewership this month notably reflected audiences’ familiarization with the cross-platform distribution of its games. This was most clearly indicated by the 12% bump in Amazon Prime Video viewership in September, which was driven largely by Thursday Night Football, and ultimately led it to match its platform-best share of TV (set in September 2023 and tied in October 2023) at 3.6%. Peacock also benefited from NFL-driven audiences with its exclusive coverage of Green Bay vs. Philadelphia on September 6. The NFL’s debut in São Paulo, Brazil garnered 2.6B viewing minutes, making the game the 11th most streamed program in September. The resurgence of the NFL was also evident on the broadcast side, as NFL games accounted for 14 of the top 15 broadcast telecasts in September, with the top three garnering over 3B viewing minutes each on NBC, CBS and FOX. Additionally, broadcast sports viewing was up nearly 9% compared to August, despite already coming off a 44% increase the previous month due to the surge from the Olympics. Streaming maintained its 41.0% share of TV in September despite viewership declining slightly from August (-2.2%), in line with seasonal trends. Amazon Prime Video exhibited the largest monthly growth among all reported streaming platforms in September (+12%), driven by the aforementioned Thursday Night NFL Football, as well as its original series The Rings of Power, which was this month’s third most watched streaming title with 4.3B viewing minutes.” ⬇️🏈 #streaming #tv #ctv #ott #avod #livesports #cordcutting https://lnkd.in/eJ5Js6Qq

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The announcement of this Google/Team USA/NBC Universal partnership after more than a year of work was a highlight amongst several highlights this past week.    It will revolutionize how technology enhances sports. It will bring context to the helpfulness of search + AI. It will change the way fans experience the Olympic and Paralympic Games Paris 2024.    Thanks to incredible partners, the journey to build this gold-medal partnership has also offered key learnings I hope can help others maximize the impact of their future investments: 🏅 Being transparent with objectives and aspirations allows properties to become partners.  -- Navigating new territories like AI across category definitions, rights/IP, and product innovation was made possible thanks to open communication and shared objectives with Christopher Pepe Vanessa Shay. There are inherent challenges and roadblocks in building partnerships of this complexity, but a shared willingness to co-create around purpose, intent, and desired outcomes is always a winning approach. 🏅 Delivering meaningful innovation requires shared curiosity and commitment.  -- Taking product innovation from exploration to integration in a way that enhances fandom and business impact is a team sport. Gary Zenkel Dan Lovinger @Molly Solomon Charlie Saunders and team were true teammates and inspired possibilities with a “how can we” mindset and “what if” pursuit of excellence that has been at the heart of NBC’s iconic delivery of the Olympic Games for years. 🏅 Effectively leading integrated teams is an art and superpower. -- Maximizing integrated partnerships doesn't happen with one or two people. They require tens if not hundreds across multiple departments, stakeholder groups, and partners. Knowing when and how to effectively engage them for buy-in, subject matter expertise, and unlocking full business potential is an art. Kate Johnson, OLY Mike Maunz did an artful job across Google and beyond. I am always grateful to have partners with this superpower. 🏅 Channel-less solutions are the future of maximizing partnerships.  -- Industry-leading, breakthrough partnerships don't start with tactics. They happen when you put the fan, the product, and the partnership at the center of big ideas and channel-less solutions. We believe so strongly in this path to maximizing partnerships that we built a truly integrated team that lives it every day. Beyond thankful for the game-changing Co-Lab including Jessica Giordano, Jared Merrell, Jessica Goldstein, Peter Aiello, Jeff Handler, Jen Park , Sven Setzer, and more. Let the Games begin!  #TeamUSA #gmrclient GMR Marketing

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This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

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Winning with Culture! Group Black is your key to unlocking measurable brand growth. Let’s discuss how we can do it for you.

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As a GroupM alum I've often used TYNY data and applied it to sports for industry analysis. I found the latest mid 2024 report interesting. A key takeaway being that the sports sponsorship industry is 'upside down' compared to the overall media industry trends. Namely, TV is a low growth area for media overall and retail media networks (i.e. where companies [doesn't have to be retail] use their 1P data to become ad networks) is the highest growth area but in sports, media value is still heavily skewed for TV and not for 1P data. There's an opportunity here for sports to modernize sponsorships.

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✅🖥️ Nielsen Gauge (8/20): “July also ushered in the beginning of the Summer Olympics in Paris, and despite only three days of coverage included in the July Gauge report, the impact the Games had on TV viewing was evident. Total TV usage was up 2.3% in July compared to the previous month, and up 3.5% compared to July 2023. Broadcast viewing increased slightly this month to 20.3% of TV, but was up 5% compared to a year ago. The category also finished 0.3 points higher than July 2023 when it recorded its lowest share ever (20.0% of TV). When TV usage is isolated by week, the start of Olympics coverage in the final week of July pushed the broadcast average up to over 22% of total TV. This is further emphasized by the fact that the NBCU Olympics coverage accounted for the top five, and seven of the top 10, broadcast telecasts in the July report, with the largest audience averaging 19MM viewers on NBC on Sunday, July 28. Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.” ⬇️ #streamingtv #olympics #ctv #ott #fast #avod #svod https://lnkd.in/gcaKjZeZ

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🚨 NFL Ads Outperform Primetime TV 🚨 Ads during the NFL’s 2024 Week 1 games saw 48x more consumer engagement than the average primetime ad on broadcast and cable TV. 🏈📺 But are you getting the most out of your NFL investment? The key isn’t just in placing ads but in analyzing how and why they drive action. EDO provides critical data on which spots resonate, so you can optimize future placements and make smarter media investments. If you’re investing in live sports, make sure you’re measuring its true impact. EDO can help you maximize every dollar spent on the NFL season. 📊 #MarketingAnalytics #EDO #NFL2024 #ConsumerEngagement #AdPerformance #MarketingExecutives #SportsAdvertising #ROI

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Great lineup this morning at the Association of National Advertisers' Masters of Marketing Conference. A few nuggets and areas to learn more about: On focus: 'Double down on your customer' - Mark Pritchard, CMO, P&G. On the power of fandom: Marian Lee, CMO, Netflix. On social partnerships: 'We believe in these partnerships' - Asmita Dubey, Chief Digital & Marketing Officer, L'Oreal. And my favorite from the morning: 'It's not about knowing it all; it's about learning it all' - Kellyn Smith Kenny, CMO & Growth, AT&T: On the Power of tech to fullfill our lives from Antonio Lucio, CM& CA Officer.

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I do inherently have bias here, but this is our best industry report yet. Give it a download and let me know what you think!

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Internet culture versus pop culture, what’s the difference? A client recently asked SPCSHP about pop culture versus internet culture. This was such a great question that sparked interesting conversation with our crew. Too good not to share. In under a decade we’ve gone from seeking the hottest cultural news from sources like TMZ or Us Weekly to an always-on, fluid hit of cultural need-to-knows through our social feeds. This shift created an interdependent relationship between pop and internet culture. How so? Remember when Beyoncé dropped Texas Hold ‘Em in February? If you’re a TikTok user, you also recall your feed was inundated with dance trends, playing off her song. Everyone wanted in! There’s even Texas Hold ‘Em Dance Fit tutorials. Don’t believe it? Search it up. In that moment, pop culture informed internet culture. But what about the flip side of that, where internet culture has informed pop culture? Remember Tube Girl, the confident TikToker who danced her way through London tubes (who doesn’t). Tube girl a.k.a. Bahsoon is now a M.A.C. cosmetics girl too. The brand jumped on the opportunity to partner with her and feature her in their London Fashion Week runway show. So, to answer the question of what’s the difference between internet culture versus pop culture…you tell me.

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Enjoyed joining a great panel discussion in New York this week on the intersection of brands and societal issues - had a great time meeting and sharing thoughts alongside: - Amanda Coffee @ Under Armour - Neil Cassley @ PayPal - Paul Quigley @ NewsWhip I had the opportunity to share some insights from our Trust Barometer Special Report on Brand and Politics (out today - https://lnkd.in/giXT5jsB), notably that the pressure brands are feeling around societal issues isn't going away - people continue to expect brands to do more, and they're expressing their opinions through their purchases. A key point: people are less likely to trust a brand that surrenders to political pressure, so it's important to know your values, your audiences and your permission space, and to be consistent. Some of the other topics that jumped out to me: Neil Cassley noted the importance of empathy in communication around societal issues, and the importance of local nuance, context and culture. Paul Quigley reinforced the importance of listening and getting ahead of issues - a trend that we've seen from companies grappling with this space. Thanks to Amanda Coffee for the invitation to join the panel!

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"I've always been on a mission to make research sexy." If you hear someone from insights say something like that on a podcast, you know it's worth listening to! I'm catching up Dig In, our company podcast, and this episode with Nikkia Reveillac is definitely one of my favourites. Two take-aways are resonating with me right now: 1. How data and debates both drive the culture at Netflix. As consumer insights professionals, how can we contribute to the former in a way that helps our position in the latter? 2. The coining of the term "story-selling". The market research industry is obsessed with storytelling in 2024, and rightly so. Sometimes, however, I fear the reality of products, consumers, and their decisions is way too messy to fit a coherent story - unless you sacrifice all nuance and accuracy, which is often where brands make their mark. "Story-selling" so your storytelling is meeting your audience where they are... It's a nice of way focusing on what you're ultimately trying to accomplish. Even if your job has nothing to do with research, this is a great listen on how to make your mark in a big organization. Download it for your commute home!

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For brands that ask us “why women’s sports”, we love to show them “why now.”   The WNBA (Women's National Basketball Association) is tipping off its 28th season and it will undoubtedly be a year full of wins for teams, players, sponsors, and fans.   Why now for brands looking to invest? Because fans of women’s sports are proven to engage with sponsors, and an ever-growing and avid fanbase that spends meaningfully is a pretty sure bet when it comes to impacting your business.    By the end of the 2024 #WNBA season, we expect to see historic growth in: - Fan count. It's more than doubled since 2021.  - Attendance. Ticket sales on StubHub are already up 93% vs. last season.  - Fan spending. It's increased nearly 300% in the past two years (before Caitlin Clark). - Unique viewers. It reached 36M in 2023, up 27% YoY across all national networks.   At Allied Sports, we lead the shift from Sponsor to Storyteller, helping our clients move beyond the transaction to tell stories their audiences cannot ignore. In women's sports, the potential for brand storytelling is massive, and we are well-positioned to deliver on it.   #WelcometotheW

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There's no shortage of sports events and athletes for brands to partner with. Finding the right fit is important though. In my latest blog post, I walk through several tips for brands interested in the sports sponsorship world.

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Amazon's next big event, the Holiday Beauty Haul, kicks off on October 21st and runs through November 3rd. While it’s positioned to capture early holiday shoppers, I expect the returns to be somewhat muted - especially because the next Sephora Savings Event kicks off on 11/1 (for Rouge members). However, Amazon remains focused on its strategy - beauty is one of the few categories that has remained resilient despite inflationary pressures. By focusing on beauty, Amazon aims to tap into a category that continues to see demand, even as consumers tighten their belts in other areas. This is a strategic move to maintain momentum in a high-margin, trend-driven market when many consumers are cautious with their spending. Where will you be doing your beauty purchasing this fall - Sephora, Amazon, or somewhere else?

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Very interesting article by Digiday talking about brands and their agencies thinking about their approach to sports and entertainment investments. #sportsbusiness #sportsmarketing #nba #wnba #influencers #programmaitc #sponsorships #sportssponsorships #ai #creativemeasurement #mensio #hive

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Want to make deeper connections through your sports sponsorships? Check out what Sloane Kelley of the 9Rooftops team has to say.

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/gafZavdi

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