{"id":12325,"date":"2023-04-20T12:03:48","date_gmt":"2023-04-20T19:03:48","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12325"},"modified":"2023-04-20T12:03:48","modified_gmt":"2023-04-20T19:03:48","slug":"good-news-from-around-the-industry-sponsors-see-olympic-glory-what-it-takes-to-build-brand-trust-with-gen-z-and-more","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/good-news-from-around-the-industry-sponsors-see-olympic-glory-what-it-takes-to-build-brand-trust-with-gen-z-and-more\/","title":{"rendered":"Good News From Around the Industry: Sponsors See Olympic Glory, What it Takes to Build Brand Trust with Gen Z, and More!"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Here\u2019s what came across our desks this month:<\/span><\/p>\n<p><strong>AdAge: <\/strong><a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/barbie-and-gap-partner-new-collection-ahead-movie\/2488046?utm_medium=social&amp;utm_source=twitter&amp;utm_term=adage&amp;utm_content=b0d32f87-6a61-402c-9323-fbd2c97d3c72\" target=\"_blank\" rel=\"noopener nofollow\"><strong>Barbie and Gap Team Up on New Collection Ahead of Blockbuster Movie<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">The big screen continues to be a big influence. Taking advantage is the Gap, who is teaming up with Mattel for a Barbie line of merchandise ahead of the much-anticipated movie\u2019s release.\u00a0<\/span><\/p>\n<p><strong>Broadcasting+Cable: <a href=\"https:\/\/nam04.safelinks.protection.outlook.com\/?url=https%3A%2F%2Femailblasts.1100broadwaynashville.com%2Ft%2Fr-l-ttmujyd-bjyjiikijt-s%2F&amp;data=05%7C01%7Cmcunningha%40tegna.com%7Ceed0c12414bd41d7bec208db3c3889e1%7Cccd8a79b7268413b878971f8b6f4c0df%7C1%7C0%7C638169985778092885%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=0q%2FzvMP3otzUuX0RB4JyAX2G%2BKHhFHlpwPlUXfINb9Y%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener nofollow\">Viewers Are Canceling Subscriptions, Seeking Free Content<\/a><\/strong><br \/>\n<span style=\"font-weight: 400;\">A new study from LG has found that 46% of viewers have canceled a streaming service to save money, and 59% said they were willing to cancel a subscription after finishing the content they wanted to see. This is good news for marketers, given the fact that 39% of views report searching online for a product or service after seeing a CTV ad.\u00a0<\/span><\/p>\n<p><strong>MediaPost: <\/strong><a href=\"https:\/\/www.mediapost.com\/publications\/article\/384044\/does-olympic-athletic-performance-translate-into-g.html?edition=129809\" target=\"_blank\" rel=\"noopener nofollow\"><strong>Does Olympic Performance Translate Into Gold Medal Brand Performance?<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">It\u2019s official. Brands that sponsor the Olympic Games create stronger and more meaningful connections with consumers than brands that sit on the bench. A study from NBCUniversal and\u00a0 BAV found:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The Olympics creates a strong halo for official partners, who see a +117% increase in association with these Olympic traits (authentic, daring, distinct, fun, \u201chigh-performing, prestigious, social, and leadership) among Olympics fans.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><strong>Marketing Brew: <\/strong><a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/04\/18\/visa-inks-deals-with-several-women-soccer-players-ahead-of-women-s-world-cup?cid=31216495.235554&amp;mid=2491c50fb1767695e8995b0aa5cdd7ce&amp;utm_campaign=mkb&amp;utm_medium=newsletter&amp;utm_source=morning_brew\" target=\"_blank\" rel=\"noopener nofollow\"><strong>Visa Inks Deals with Several Soccer Players Ahead of Women\u2019s World Cup<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">The Women\u2019s March Madness tournament broke viewership records, meaning all eyes are now focused on the Women\u2019s World Cup tournament, starting in July. Andrea Fairchild, SVP and head of sponsorships at Visa, sat with Marketing Brew to discuss how the brand benefits from putting an emphasis on women athletes.\u00a0<\/span><\/p>\n<p><strong>Marketing Dive: <a href=\"https:\/\/www.marketingdive.com\/news\/gartner-budgets-economic-disruption-profits-marketing\/647865\/\" target=\"_blank\" rel=\"noopener nofollow\">Upping Marketing Spend in Disruptive Periods Can Drive Profits<\/a><\/strong><br \/>\n<span style=\"font-weight: 400;\">It\u2019s something we\u2019ve said before at TEGNA &#8211;<\/span><a href=\"https:\/\/www.tegna.com\/advertise\/should-your-brand-continue-advertising-during-times-of-uncertainty\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> history shows there\u2019s a reward<\/span><\/a><span style=\"font-weight: 400;\"> for bold and strategic companies with their advertising efforts in challenging and\/or precarious times. A new survey from Gartner found that while most all marketers cut back their marketing budget at the end of 2022 amid economic uncertainty, those that increased their spending were twice as likely to grow their profits.\u00a0<\/span><\/p>\n<p><strong>MediaPlayNews: <\/strong><a href=\"https:\/\/www.mediaplaynews.com\/fast-talking-at-nab-whats-old-is-new-again-were-linear-again\/\" target=\"_blank\" rel=\"noopener nofollow\"><strong>FAST-Talking at NAB Show 2023: \u2018We\u2019re Linear Again\u2019<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">At this year\u2019s NAB show, a group of c-suite experts gathered for the \u201cFAST Channels and Furious Growth\u201d panel to discuss the secrets behind the boom of Free ad-supported TV. One important takeaway is that consumers feel FAST channels are equivalent to syndicated TV. \u201c\u200b\u200b\u201cSo what we find is that the viewers who are leaning more heavily into these FAST channels tend to skew older, and I think a lot of that is just transitional \u2014 the electronic program guides, not everyone grew up with that, but for [older viewers] it just feels comfortable \u2014 \u2018Oh, this feels like my cable box.&#8217;\u201d<\/span><\/p>\n<p><strong>NextTV: <a href=\"https:\/\/www.nexttv.com\/news\/fast-services-taking-hold-in-black-households-horowitz-research?utm_term=989494CB-9B9D-47E6-AA80-2E8BF4DD93E3&amp;utm_campaign=C74FC4FA-5D4D-4151-8915-3043BA411DBE&amp;utm_medium=email&amp;utm_content=8AB283AE-0A61-46A2-B950-E2E4E757545F&amp;utm_source=SmartBrief\" target=\"_blank\" rel=\"noopener nofollow\">FAST Services Taking Hold in Black Households: Horowitz Research<\/a><\/strong><br \/>\n<span style=\"font-weight: 400;\">Horowitz Research chief revenue officer and insights &amp; strategy lead Adriana Waterston tells NextTV, \u201cThis is an audience hungry for content, which drives higher consumption across a wide variety of platforms and services. In today\u2019s fragmented media ecosystem, offering a broad array of content that represents the diversity of Black experiences, lifestyles, cultures, and communities is an important way for media companies to super-serve this important audience and keep them engaged.\u201d\u00a0<\/span><\/p>\n<p><strong>Time: <\/strong><a href=\"https:\/\/nam04.safelinks.protection.outlook.com\/?url=https%3A%2F%2Femailblasts.1100broadwaynashville.com%2Ft%2Fr-l-ttmujyd-bjyjiikijt-jl%2F&amp;data=05%7C01%7Cmcunningha%40tegna.com%7Ceed0c12414bd41d7bec208db3c3889e1%7Cccd8a79b7268413b878971f8b6f4c0df%7C1%7C0%7C638169985778092885%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=iB9zDdlryesWMZu8QZpp9SJCSHYik%2B1FzXZCNAriBEk%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener nofollow\"><strong>From Bud Light to Nike, Brands Face Backlash for Featuring Trans People. Why They&#8217;re Sticking to Their Decisions<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/a><span style=\"font-weight: 400;\">Despite facing boycotts and backlash, big brands are sticking to their guns, unwavering in their support for underrepresented communities of people. Sarah Kate Ellis, president of GLAAD, tells Time, \u201cBrands know that LGBTQ inclusion is good for business. It reaches our community and also reaches the growing number of consumers who want to see their LGBTQ friends and family members in ads and campaigns.\u201d<\/span><\/p>\n<p><strong>Vox Media: <a href=\"https:\/\/nam04.safelinks.protection.outlook.com\/?url=https%3A%2F%2Femailblasts.1100broadwaynashville.com%2Ft%2Fr-l-ttmujyd-bjyjiikijt-jj%2F&amp;data=05%7C01%7Cmcunningha%40tegna.com%7Ceed0c12414bd41d7bec208db3c3889e1%7Cccd8a79b7268413b878971f8b6f4c0df%7C1%7C0%7C638169985778092885%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&amp;sdata=fvllz4QJvvFunJkTXJAkI0nIOTHkswCRu42CK6NSCzo%3D&amp;reserved=0\" target=\"_blank\" rel=\"noopener nofollow\">For Gen Z, Identity is What They Make It<\/a><\/strong><br \/>\n<span style=\"font-weight: 400;\">A new study from Vox Media and Horowitz Research has found an ideal way for consumer brands to be seen and build brand trust with young adults born between 1997 and 2012 is to partner with media publishers that have \u201cdeveloped genuine bonds with Gen Z.\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><b><span data-contrast=\"auto\">Sound Good? Partner with TEGNA today! <\/span><\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><span data-contrast=\"auto\">If you like what you\u2019re reading, #TeamTEGNA would love to talk to you about how we can translate this good news into results for your brand.\u00a0<\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Let\u2019s get in touch.<\/span><\/a><span data-contrast=\"auto\">\u00a0\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week\u2019s Good News series covers insights and articles on the rise in viewership of women\u2019s sports, the marketing magic behind Olympic Sponsorships, the rise of FAST TV, and more. <\/p>\n","protected":false},"author":4,"featured_media":11638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[55],"tags":[],"class_list":["post-12325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-the-news","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12325","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=12325"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12325\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/11638"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}