{"id":11747,"date":"2023-02-17T09:01:13","date_gmt":"2023-02-17T16:01:13","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=11747"},"modified":"2023-04-12T12:09:39","modified_gmt":"2023-04-12T19:09:39","slug":"3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections\/","title":{"rendered":"3 Advertising Takeaways from Super Bowl LVII: Linear TV Crowned Champion and the Importance of Making Emotional Connections"},"content":{"rendered":"<p><span data-contrast=\"auto\">Talk about a big game. More than 113 million viewers tuned in to watch the Kansas City Chiefs run past the Philadelphia Eagles, resu<\/span><span data-contrast=\"auto\">l<\/span><span data-contrast=\"auto\">ting in <\/span><span data-contrast=\"auto\">impressive accolades and broken records. In fact, we\u2019ve never seen Super Bowl ratings this high. Super Bowl LVII is now: <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">The <\/span><b><span data-contrast=\"auto\">third most-watched television event in history<\/span><\/b><span data-contrast=\"auto\">. Super Bowl LVII has more linear and total viewers (113M) compared to 2022 (+1%, NBC) and 2020 (+11%, FOX).\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">The <\/span><b><span data-contrast=\"auto\">most-streamed Super Bowl ever<\/span><\/b><span data-contrast=\"auto\">, with an average of 7M streams. This is up +18% vs. 2022 (NBC) and up +103% vs. 2020 (FOX).\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Verdana\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Verdana&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">The <\/span><b><span data-contrast=\"auto\">most-streamed event in FOX Sports history<\/span><\/b><span data-contrast=\"auto\"> and the most-watched non-soccer event in Spanish-language cable history, with 951K viewers on Fox Deportes.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Meanwhile, Rihanna\u2019s halftime performance found love from 118.7 million total viewers &#8211; more than the game itself \u2013 making it the second most-viewed halftime show in Super Bowl history.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cThis year\u2019s Super Bowl was a huge win for linear television. This incomparable event is a reminder that linear television can attract tens of millions, and in this case, more than 100 million US consumers, to a single, shared, and emotional experience,\u201d says Tim Fagan, SVP, Chief Revenue Officer at TEGNA.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Better yet, this emotional and shared experience extends beyond the game and into the advertising world.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">During Rihanna\u2019s performance, you may have noticed that she touched up her makeup using a product from her own Fenty Beauty line. The move led to an 833% increase in Google Searches for \u201cFenty Beauty\u201d and was the fourth most searched topic of the evening. According to the brand performance tool <\/span><a href=\"https:\/\/www.forbes.com.au\/news\/billionaires\/super-bowl-halftime-show-rihanna-earns-5-6-million-from-makeup-touchup\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">LaunchMetrics<\/span><\/a><span data-contrast=\"auto\">, the move generated $5.6 million in 12 hours for Fenty in media impact value.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Insights on Super Bowl Ads <\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">It\u2019s no secret that Super Bowl ads are just as big as the game itself. In fact, a<\/span><a href=\"https:\/\/www.statista.com\/statistics\/1290552\/people-watching-super-bowl-for-ads\/#:~:text=According%20to%20an%20August%202021,in%20order%20to%20watch%20ads.\" rel=\"nofollow noopener\" target=\"_blank\"><span data-contrast=\"none\"> 2021 survey<\/span><\/a><span data-contrast=\"auto\"> found that 43% of viewers tune into the game just for the commercials, and, as Fagan notes, \u201cConsumers anxiously await the ads throughout the Big Game, and this event provides a platform for brands to showcase their products and services to an engaged and captive audience.\u201d\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Of the 50+ ads aired this year, <\/span><a href=\"https:\/\/admeter.usatoday.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">USA Today\u2019s Ad Meter<\/span><\/a><span data-contrast=\"auto\"> crowned <a href=\"https:\/\/www.youtube.com\/watch?v=pjlnjOMBCok&amp;t=8s\" target=\"_blank\" rel=\"noopener nofollow\">The Farmer\u2019s Dog<\/a> as the night\u2019s champion. Much like <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/how-google-won-the-2020-super-bowl-with-its-loretta-ad\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Google\u2019s emotional Loretta ad<\/span><\/a><span data-contrast=\"auto\"> that stole the show in 2020, The Farmer\u2019s Dog stirs emotions as we follow Bear, a chocolate lab, as he grows up alongside his owner, Ava, from her childhood to having a child of her own.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For those who searched \u201cThe Farmer\u2019s Dog\u201d after the ad aired, users were greeted on the brand\u2019s website with an enticing offer &#8211; 50% off their first order. This further underlines the importance of a multi-screen marketing strategy that includes digital elements.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cShrewd marketers utilize their Super Bowl campaigns well beyond the Lombardi Trophy presentation to continue conversations with consumers on digital, social, and streaming platforms,\u201d says Fagan. \u201cIt is a story-telling opportunity like no other, which makes it simply the Mecca of marketing opportunities.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">What Makes The Farmer\u2019s Dog Ad so Powerful? <\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">\u201cThe Farmer&#8217;s Dog scored the highest in the USA Today Ad Meter using the power of emotion instead of the power of celebrity,\u201d <\/span><span data-contrast=\"auto\">says Tom Charno, Senior Consumer Insights Strategist at TEGNA.<\/span><span data-contrast=\"auto\"> \u201cIt shows consumers respond more to brands that try to connect through poignant storytelling instead of flashy cameos.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This idea is backed up by research cited in <\/span><a href=\"https:\/\/www.psychologytoday.com\/intl\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Psychology Today<\/span><\/a><span data-contrast=\"auto\">, which shows that an emotional response to an ad will increase purchase intent \u2014 \u201cby a factor of 3-to-1 for television commercials.\u201d Additionally, <\/span><a href=\"https:\/\/www.psychologytoday.com\/intl\/blog\/inside-the-consumer-mind\/201302\/how-emotions-influence-what-we-buy\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">Peter Noel Murray, Ph.D., also writes<\/span><\/a><span data-contrast=\"none\">:\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<blockquote>\n<p>\u201cA brand is nothing more than a mental representation of a product in the consumer\u2019s mind. If the representation consists only of the product\u2019s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand\u2019s mental representation, the more likely the consumer will be a loyal user.\u201d<\/p>\n<\/blockquote>\n<p><span data-contrast=\"none\">\u201cLocal and national advertisers alike would greatly benefit from including these emotional connections and storytelling as part of their strategy,\u201d says Charno. \u201cAnd with the power of live events and sports in the front row and on the big screen, these brands have a unique opportunity to get in front of large audiences that are tuned in, engaged, and talking about the events &#8211; and the commercials they connected or identified with.\u201d <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"none\">Big Game, Big Screen, Big Impact<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Linear TV also comes out on top in these live-event situations for advertisers. A <\/span><a href=\"https:\/\/corporate.comcast.com\/stories\/comcast-advertising-research-long-form-tv-streaming-advertising-memorable\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">2022 study from MediaScience<\/span><\/a><span data-contrast=\"auto\"> compared ad recall on <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-choose-between-digital-and-tv\/\" target=\"_blank\" rel=\"noopener\">TV and streaming versus digital environments<\/a> &#8211; or big screens versus little screens. According to the study, <a href=\"https:\/\/www.tegna.com\/advertise\/tv-advertising-advantages\" target=\"_blank\" rel=\"noopener\">TV has the following advantages<\/a>: <\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">TV ads receive more visual attention<\/span><\/b><span data-contrast=\"auto\">. Participants watched 71% of TV ads and only 30% of digital mobile ads.<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">TV ads had higher rankings in creative messaging<\/span><\/b><span data-contrast=\"auto\"> versus digital mobile ads.\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">TV gives brands a better first impression.<\/span><\/b><span data-contrast=\"auto\"> On first exposure, there was 3.4 times better recall for TV ads, leading to a more substantial impact on forming brand memories.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"none\">How to Advertise During Live Events<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Super Bowl LVII illustrates that broadcast television&#8217;s power and reach will ensure your brand\u2019s value proposition is front and center for new and previous\/existing customers and creates an emotional (and long-term) connection with viewers. The influence of TV also helps advertisers &#8220;earn the click&#8221; across digital platforms.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p>The confetti may have just settled, but the countdown to Super Bowl LVIII in Las Vegas starts now. <a class=\"fui-Link ___1qmgydl f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1hu3pq6 f11qmguv f19f4twv f1tyq0we f1g0x7ka fhxju0i f1qch9an f1cnd47f fqv5qza f1vmzxwi f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh ftqa4ok f2hkw1w fhgqx19 f1olyrje f1p93eir f1h8hb77 f1x7u7e9 f10aw75t fsle3fq\" title=\"https:\/\/filecache.mediaroom.com\/mr5mr_dish\/180164\/tegna%20station%20list\" href=\"https:\/\/filecache.mediaroom.com\/mr5mr_dish\/180164\/Tegna%20Station%20List\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" aria-label=\"Link TEGNA\u2019s 15 CBS Stations\">TEGNA\u2019s 15 CBS Stations<\/a> &#8211; which reach an estimated 14.8 million TV households in the country &#8211; will be home to all the edge-of-your-seat excitement in 2024. It\u2019s a massive opportunity to reach target audiences, drive brand awareness, increase search volume and website traffic, and grow your business.<\/p>\n<p>Better yet, you don\u2019t have to spend millions to get an ad spot during the big game, as we offer several advertising and marketing solutions, such as:<\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Research and Analysis.<\/span><\/b><span data-contrast=\"auto\"> From understanding consumer media habits to custom research, we can partner to help you more effectively connect with your audience.<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Creative Development.<\/span><\/b><span data-contrast=\"auto\"> With a team of experienced marketers, TEGNA has helped many brands evolve their brand messaging, creative, and media strategy to help grow their business and reach new and existing customers. For Super Bowl LVIII &#8211; and live events taking place before then &#8211; we can help create an emotional spot that resonates with your target audience.<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Content Development. <\/span><\/b><span data-contrast=\"auto\">Whether your brand is in need of traditional broadcast spots, <a href=\"https:\/\/www.tegna.com\/advertise\/native-advertising-defined-explored\/\" target=\"_blank\" rel=\"noopener\">native advertising<\/a>, or long-form digital content, our team of content creators is standing by to put good ideas to work for you.<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Content Sponsorship. <\/span><\/b><span data-contrast=\"auto\">TEGNA has access to some of the most compelling content for your brand to align with. From the Super Bowl to the Olympics and the Emmys to the Oscars, TEGNA can connect your brand to iconic programming and massive audiences.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"auto\">About TEGNA<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Super Bowl LVII and its massive audience underline the power and wealth of opportunities that sports and live events present for brand advertisers. Not only do TEGNA\u2019s Linear Broadcast Solutions deliver trusted, high-quality local news and highly-rated network programming to millions every day, but also offer opportunities for partners to reach audiences as diverse as the communities we serve. Align your brand with a trusted local source with national know-how, and connect with the right audience at the right time. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Let\u2019s get in touch.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With more than 113 million viewers tuning into Super Bowl LVII, TEGNA\u2019s SVP Tim Fagan, and Senior Manager of Consumer Insights Tom Charno are sharing what we can learn from this massive audience, the emotional nature of the ads, and how brands can turn these takeaways into results for their bottom line.\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":11653,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[67,87,55,79],"tags":[],"class_list":["post-11747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports","category-broadcast","category-in-the-news","category-thought-leadership","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11747","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=11747"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/11747\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/11653"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=11747"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=11747"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=11747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}