Affluent Male Millennial, Gen-X Opps: BMW completes media review amid spend shifts (Score 60)

Sales lead: This will affect the company's marketing strategy & could lead to additional reviews. 

• BMW named Omnicom media AOR, effective January 2024.
• This includes the BMW brand, Mini, and Motorrad.
• UM is the incumbent media AOR.
• This completes a portion of the review we told you about in January. 
• BMW is still in the process of choosing a new creative & social agency. 

Target demographic: Affluent male millennials & Gen-Xers

The company will likely:

• Revise media strategy
• Continue moving ad dollars from TV to digital channels
• Review other agency relationships

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: BMW spent nearly $20.7m on national TV ads YTD, down 25% from $27.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 43% from $33.9m in 2021 to $48.6m in 2022. 
• Ad programming: It placed ads during programming such as NBA Basketball, Béisbol MLB, College Football, PGA Tour Golf, and The Real Housewives of Atlanta. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: BMW spent around $30.6m on digital display ads YTD, an 83% increase from $16.7m spent in this channel during the same time period of 2022. 
• YTD data: 4.3b impressions via Facebook (37%), Instagram (28%), desktop display (19%), YouTube (10%), mobile display (4%), and desktop video (1%). 
• 2021-2022 spend: Full-year spend fell slightly (5%) from $28.4m in 2021 to $26.9m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, cargurus.com, and edmunds.com. It placed 6% of these ads through multiple indirect channels onto sites such as youtube.com, yahoo.com, football.fantasysports.yahoo.com, politico.com, and ebay.com. 

Additional channel insights  

• Vivvix: BMW also utilizes OOH, print, and local broadcast.
• Top podcasts sponsored: NPR News Now, The Ramsey Show, Global News Podcast, and Dateline NBC. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Omnicom: media AOR
  • Goodby, Silverstein & Partners: creative AOR
  • Anchor Worldwide: social AOR
  • Pereira & O'Dell: creative AOR
  • Performance Art: digital AOR
  • FCB/SIX: creative AOR
  • Cashmere Agency: multicultural