Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals.
How Louis Vuitton won the World Cup, plus your guide to Ad Age World’s Largest Advertisers: Datacenter Weekly
Ad Age World’s Largest Advertisers 2022 report
“For the first time, the world’s two biggest advertisers are internet companies—one from the U.S., the other from China,” Ad Age Datacenter’s Bradley Johnson writes in the introduction to the just-released Ad Age World’s Largest Advertisers 2022 report. (Find out which companies he’s referring to here.) There’s a lot to WLA 2022, so the Datacenter team has come up with a bunch of entry points to help you begin your own deep dive:
• “WLA 2022—What’s inside”
• “WLA 2022—10 key stats”
• “WLA 2022—Category, region and country”
• “WLA 2022—25 biggest advertisers, ranked”
• “WLA 2022—Ad spending growth over time”
• “WLA 2022—Cautious growth as a recession may loom”
• “WLA 2022—Big spending gains and cuts”
How Louis Vuitton won the World Cup on Instagram
FIFA World Cup Qatar 2022 won’t wrap up until Sunday, but we’ve got a pretty clear idea about some of the biggest marketing and media winners of the global sporting event. Specifically:
• Influencer marketing platform CreatorIQ tells Ad Age Datacenter that so far Louis Vuitton is the brand that’s earned the most World Cup-related social media “engagements” (i.e., shares, comments and likes) thanks to its hyper-viral “Victory Is a State of Mind” Instagram campaign. The luxury brand commissioned photographer Annie Leibovitz to photograph soccer (er, football) superstars Cristiano Ronaldo and Lionel Messi competing off the pitch. As of this writing, CreatorIQ has tallied 172.9 million engagements for “Victory,” which was shared not only by the brand but by, of course, Ronaldo and Messi.
• TV analytics firm iSpot.tv tells Ad Age Datacenter that coverage of the 2022 games has thus far served up 8.4 billion TV ad impressions across English and Spanish-language airings in the U.S.—on Fox and NBCUniversal’s Telemundo and Universo—which marks a 20% increase from the 7.1 billion TV ad impressions delivered during the 2018 World Cup. Spanish-language coverage of the World Cup is the real driver, accounting for roughly 5 billion of those 8.4 billion impressions.
Macroeconomic news and data in a nutshell
• “US Jobless Claims Unexpectedly Drop to Lowest Since September,” per Bloomberg News.
• “Retail sales slow as consumers spend less in November,” from Fox Business.
Previously: “Ad business cut 2,500 jobs in November amid media layoffs,” from Ad Age Datacenter’s Bradley Johnson.
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.
The Tesla stock tumble by the numbers
“Tesla (TSLA) investors are growing tired of Elon Musk’s Twitter fiasco. And for good reason,” writes Matt Krantz of Investor’s Business Daily. “The 10 largest investors in the electric-vehicle maker’s stock, including ETF giants Vanguard, BlackRock (BLK) and Musk himself, lost nearly $133 billion since Twitter’s board accepted Musk’s buyout on April 25, says an Investor’s Business Daily analysis of data from S&P Global Market Intelligence and MarketSmith.”
See also: “How former Twitter workers will challenge Elon Musk with a rival app called Spill,” from Ad Age’s Garett Sloane
Don’t miss: “Twitter ad updates—tracking brand reactions to Elon Musk,” Ad Age’s continually updated list.
• “See this year’s most likeable holiday ads,” from Ad Age.
• “How Will China Fare With Covid? ‘Meaningless’ Data Clouds the Picture,” per The New York Times.
• “Gartner Predictions for CMOs Show AI, Social Toxicity, and Data Privacy Forge the Future of Marketing,” from Gartner.
• “Inventor of the world wide web wants us to reclaim our data from tech giants,” CNN Business reports.
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.