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Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals.
Soccer superstar Cristiano Ronaldo is, of course, making headlines nonstop right now (e.g., “Report: Cristiano Ronaldo set to sign $207 million per year deal in Saudi Arabia,” from NBC Sports, and “Cristiano Ronaldo’s bizarre World Cup continues with South Korea gaffe,” from the New York Post). He also happens to be the first person to have half a billion followers on Instagram (actually, 507 million as of this morning), and so influencer marketing platform CreatorIQ has been tracking the effect he has on the Instagram messaging of the brands he partners with. A few examples:
• Ronaldo’s partner post with Clear Hair Care has racked up 4.1 million likes as of this writing. Per CreatorIQ data, Clear, a Unilever brand, typically averages 334 likes per post on Instagram.
• Ronaldo’s partner post with Therabody racked up 4.3 million likes—vs. 1,100 likes per post on average without Ronaldo.
• Ronaldo’s partner post with Louis Vuitton, also featuring fellow soccer superstar Lionel Messi, racked up 41 million likes—vs. the 80,400 likes that the luxury fashion brand typically sees on its Instagram posts. And Louis Vuitton’s repost of the Ronaldo-Messi post on its own Instagram channel racked up another 7.7 million likes.
See also: “Binance launches major campaign following FTX’s collapse—and it stars Ronaldo,” from Ad Age’s Asa Hiken.
“Employment in advertising, public relations and related services fell by 2,500 jobs in November, a caution sign for the ad business.” Ad Age Datacenter’s Bradley Johnson reports. “The employment decline last month came amid reports of staff cuts at media ventures ranging from Meta Platforms and Twitter to Warner Bros. Discovery’s CNN, AMC Networks and Gannett Co.”
Keep reading for Johnson’s ad industry drill-downs by Bureau of Labor Statistics classifications.
• “U.S. Jobless Claims Fell Last Week, Showing Solid Labor Market,” The Wall Street Journal Reports.
• “Key inflation measure that the Fed follows rose 0.2% in October, less than expected,” per CNBC.
• “Mortgage rates fall for the third week in a row as inflation fears ease,” CNN reports.
Don’t miss: “Layoffs and budget cuts—tracking economic moves and news,” Ad Age’s continually updated blog covering how the marketing industry is bracing for a recession.
“Disney Advertising is letting VideoAmp into its clean room under an integration agreement,” Ad Age’s Jack Neff reports, “that will let advertisers served by both companies make privacy-compliant audience matches using Disney and VideoAmp data.”
The details: “The integration will cover insights across both traditional age-gender demographics and advanced audiences and business outcomes,” Neff notes, adding that the deal will allow for “custom integrations between Disney’s Audience Graph, ad exposure log files and VideoAmp’s proprietary TV viewership footprint to show advertisers exactly how audiences were reached and to optimize reach and frequency across Disney’s addressable TV, connected TV and digital properties.”
Essential context: “The deal does not cover the use of VideoAmp as a currency in upfront deals for Disney’s TV networks, including ABC and ESPN, as VideoAmp has done with such networks as Paramount and TelevisaUnivision,” Neff adds. Also, “While advertiser interest in the Disney+ ad-supported tier set to launch Dec. 8 appears high, this integration … does not cover that service at this point, executives of both companies said.”
Keep reading here.
TV advertising analytics firm iSpot.tv tracked TV ad impressions across the five days from Thanksgiving through Cyber Monday—the so-called Turkey 5—and pulled together this top 10 list exclusively for Ad Age Datacenter:
Most-Seen Retail Brands on TV, Nov. 24-28
ranked by TV ad impression share of voice among retail marketers
1. Walmart (8.91%)
2. Target (6.74%)
3. Amazon (6.10%)
4. Macy’s (5.81%)
5. Kohl’s (4.53%)
6. Lowe’s (4.07%)
7. Etsy (3.54%)
8. Kay Jewelers (3.19%)
9. The Home Depot (2.93%)
10. Wayfair (2.63%)
• “Southwest Airlines is using data science to speed up boarding,” The Dallas Morning News reports.
• “Cops Can Extract Data From 10,000 Different Car Models’ Infotainment Systems,” per Forbes.
• “Same-sex households in the U.S. surpass 1 million for the first time, data shows,” NBC News reports.
• “Bad Data Is Sapping Your Team’s Productivity,” from the Harvard Business Review.
The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.
Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.
This week’s newsletter was compiled and written by Simon Dumenco.
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