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Discovery Channel's 'Shark Week' Gets New, Returning Sponsors https://ift.tt/3gLrBCF One of Discovery Channel’s major seasonal program events -- “Shark Week” -- will see a number of returning big advertiser/sponsors. But will it also see a return to big national TV ad revenues? Estimates from Kantar, a media research company, says last summer’s late August event, which ran in the middle of a still tough pandemic period, pulled in just one-third of the revenue of previous years -- $3.48 million for the week long programming event. August 9 through 16. In the preceding years, “Shark Week” earned $9.7 million ( July 28-August 4, 2019) and $10.7 million (July 22-July 28, 2018). Last year, national TV advertisers, especially in the second quarter, shifted budgets to other parts of the year. Third-quarter deals were also seeing requests from advertisers for more flexibility. However, this year, media agency executives report strong pricing, up 20% or more, and volume gains in the second quarter and outer periods now that the pandemic is ebbing. National TV advertisers continue to ramp up media budgets. advertisement advertisement This year, Discovery says “Shark Week” will see new advertisers, including T-Mobile, Vrbo, Sonic Drive-In, and, the somewhat aptly named for this programming event, Devour Frozen Foods. Devour will be connecting with, and following Trevor, a Shark Week and Devour super fan. It will also be attached to a Shark Week-themed sweepstakes. T-Mobile will follow shark experts Joe and Lauren Romeiro on a migration expedition, as well as in the lab, where they will be aided by T-Mobile nationwide 5G network. Sonic Drive-In will be sponsoring linear/digital content, as well as getting integrations on Discovery’s “Josh Gates Tonight.” Additional sponsorship/integration will be made with discovery+'s streamer series’ “Daily Bite." Vrbo, the home-hospitality company, will get linear TV tagged tune-ins, in-program messaging and custom billboards, among other exposures. Returning sponsors include Cooper Tires, Wayfair, Geico, The Gorilla Glue Company and The Home Depot. “Shark Week” will air July 11 through July 18 on Discovery Channel and discovery+. Celebrities making appearances during the week: William Shatner, Tiffany Haddish, Brad Paisley, as and the cast of “Jackass.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 17, 2021 at 06:24PM
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