The brands that bet on ‘Black Panther: Wakanda Forever’—by the numbers: Datacenter Weekly

Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals. ‘Black Panther: Wakanda Forever’-brand co-promotions by the numbers It appears that the brands that partnered with Marvel/Disney on the promotion of “Black Panther: Wakanda Forever” bet on the right blockbuster. The superhero sequel “has bounded past the $400 million mark at the global box office before heading into its second weekend,” per The Hollywood Reporter’s Pamela McClintock, who adds that the movie “launched to $181 million in North America last weekend, a November record. ... The film’s strong performance helped propel the Disney empire past $3 billion in global ticket sales earlier this week.” As Ad Age has reported, multiple brands have been conducting co-promotions with Marvel/Disney on “Black Panther: Wakanda Forever.” TV advertising analytics firm iSpot.tv has now exclusively shared data with Ad Age Datacenter Weekly about the scale of those co-promotions. The bottom line: Eight different co-promotional “Wakanda” commercials have racked up a combined total of more than 5 billion TV ad impressions (so far) on U.S. national TV since they started running in October. The data here is through Nov. 17: “Black Panther: Wakanda Forever”-themed national TV spots from major marketers 1. Target: 1.49 billion TV ad impressions; $15.8 million in estimated media value 2. Lexus: 475 million TV ad impressions; $6.7 million in estimated media value 3. Sprite Zero Sugar: 832 million TV ad impressions; $5.6 million in estimated media value 4. Target – Spanish Language: 718 million TV ad impressions; $4.9 million in estimated media value 5. Mastercard: 440 million TV ad impressions; $3.0 million in estimated media value 6. McDonald’s: 176 million TV ad impressions; $941,000 in estimated media value 7. Hasbro: 102 million TV ad impressions; $421,000 in estimated media value 8. Lexus – Spanish Language: 27 million TV ad impressions; $194,000 in estimated media value See also: Ad Age’s previous coverage of some “Wakanda Forever” campaigns: • “Sprite Sponsors new ‘Black Panther’ movie—here are its plans” • “See Lexus’ ‘Black Panther’ ad” • “How Mastercard’s ‘Black Panther: Wakanda Forever’ campaign will spotlight Black-owned businesses” • “See McDonald’s ‘Black Panther’ Happy Meal ad” See all of Ad Age's 2023 Agency A-List winners here Kroger-Snapchat data partnership “Kroger Precision Marketing has added Snapchat as a partner for use of its retail data to target ads,” Ad Age’s Jack Neff reports. The details: “Advertisers can now use Kroger’s first-party data, which includes captures of most in-store and online purchases for the retailer via its loyalty program, to target and evaluate results from Snapchat’s immersive ad formats, including Snap Ads and Story Ads,” Neff notes. Essential context: “The move follows KPM recently making its data available to a variety of demand-side platforms for use in buying and evaluating connected TV buys,” Neff adds, “and is one more step toward giving brands an alternative to ‘third-party cookies on the verge of extinction,’ said Cara Pratt, senior VP of KPM, in a post on the website of the retailer's 84.51 unit.” Keep reading here. Top marketers, brands and agency ventures Ad Age Datacenter’s definitive rankings of the biggest U.S. and global advertisers and agency companies Click here Macroeconomic news and data in a nutshell • “U.S. labor market remains tight despite technology sector layoffs,” Reuters reports. • “Fed’s Bullard says rate hikes have had ‘only limited effects’ on inflation so far,” per CNBC. • “Slowing Global Economic Growth is Increasingly Evident, High-Frequency Data Show,” from the IMF blog. • “How CMOs Are Marketing Through a Turbulent Economy,” from The Wall Street Journal. 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. Tracking layoffs and budget cuts How brands and agencies are bracing for a recession Click here Google agrees to pay $391.5 million over location-tracking practices “Google agreed to pay a total of $391.5 million to 40 U.S. states to resolve an investigation into the company’s location-tracking practices, in what state officials are calling the largest such privacy settlement in U.S. history,” per Bloomberg News (via Ad Age). Essential context: “The multi-state probe was triggered by a 2018 Associated Press article reporting that Google ‘records your movements even when you explicitly tell it not to,’ according to a statement by Michigan Attorney General Dana Nessel,” per Bloomberg’s report. “The states cited issues with two Google account settings: Location History and Web & App Activity. Google said the policies in question are long gone.” What happens next: Google “will ‘significantly improve’ its location-tracking disclosures and user controls starting next year as part of the deal, according to a statement issued Monday by Oregon Attorney General Ellen Rosenblum, who led the negotiations with her Nebraska counterpart, Doug Peterson.” Keep reading here. See Ad Age Datacenter Agency Report 2022 The agency business rebounded with a surge in revenue and hiring. But caution signs are ahead. Click here Just briefly • “Midterm political ads hit $4.7 billion (so far)—key data points and takeaways,” from Ad Age Datacenter’s Campaign Trail. • “Apple faces new lawsuit over its data collection practices in first-party apps, like the App Store,” per TechCrunch. • “Mental Health Apps Are Not Keeping Your Data Safe,” from Scientific American. • “Experts Predict Twitter Outage & Advise Downloading Your Data,” per Search Engine Journal. Ad Age Leading National Advertisers 2022 In his introduction to the Ad Age Leading National Advertisers 2022 report, Ad Age Datacenter’s Bradley Johnson reports that advertisers scored “the second-biggest spending gain on record” in 2021, marking “an extraordinary turnaround from the pandemic plunge in 2020. Spending has continued to grow in 2022, though budgets could come under pressure as marketers grapple with inflation, rising interest rates and slumping consumer confidence amid escalating expectations of a recession.” There’s a lot to LNA 2022—so the Datacenter team has come up with multiple entry points for you to make your own deep dive. To wit: • “LNA 2022—10 most-advertised brands in the U.S., ranked” • “LNA 2022—Will ad spending rise in the (coming) recession? It’s happened before” • “LNA 2022—25 biggest U.S. advertisers, ranked” • “LNA 2022—U.S. market leaders and category rankings” • “LNA 2022—Big spending gains and cuts” • “LNA 2022—What comes next after 2021's ad spending surge” • “LNA 2022—Ad spending by medium, category and advertiser” 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.

The brands that bet on ‘Black Panther: Wakanda Forever’—by the numbers: Datacenter Weekly

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