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Marketing and Sponsorship

GM confirms it will run Super Bowl ad for third consecutive year

General Motors will "make an appearance in the Super Bowl for the third straight year," according to E.J. Schultz of AD AGE. GM becomes the "third automaker to publicly confirm plans to advertise" during NBC's broadcast of the game, following Nissan (returning after a six-year absence) and Toyota (a Super Bowl regular). Last year, GM ran two spots in the game: one corporate spot "plugging its electric vehicle ambitions" and another ad for the Cadillac Lyriq, a "crossover that marks the luxury brand’s first EV." Six automakers consumed a "total of seven minutes and 30 seconds of airtime" during Super Bowl LIV in '20. The category’s recent high-water mark came in '18, when "11 auto brands ran ads." Hyundai and Audi, which had been regular Super Bowl advertisers, have both confirmed they will "sit out the game for a second straight year" (ADAGE.com, 1/11).

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

SBJ Morning Buzzcast: June 29, 2022

BioSteel makes a major move with the NHL, while the USFL looks for additional investors.

SBJ Unpacks: Thaddeus Young, NBA forward and venture capitalist

SBJ's Austin Karp posted up with NBA power forward Thaddeus Young. The 15-year veteran discussed his venture capital strategy, his investment in technology and much more.

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