Women’s sports fans are big supporters of brands that back their favorite teams

Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals. Gen Z consumers think these brands are on the rise “Ad Age asked The Harris Poll to identify 25 brands with the highest brand momentum among Gen Z consumers—brands that the emerging generation agrees are ‘on the way up,’” Ad Age Datacenter’s Bradley Johnson reports. “The result is an eclectic list of brands that resonate with Gen Z.” The details: “The ranking is a mix of brands new (ChatGPT, the generative artificial intelligence chatbot launched in 2022) and old (Coca-Cola, introduced in 1886),” Johnson notes. Essential context: “Harris Poll’s QuestBrand, a brand management software tool, ranked the 25 brands with the highest brand momentum along with breakouts on the highest-ranking brands in five key categories from retail to personal care,” Johnson adds. “Harris Poll defines Gen Z as those born from 1997 through 2012. Gen Zers under age 18 were excluded from the survey.”Read about all 25 brands in Johnson’s All Access report here. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here Macroeconomic news and data in a nutshell • “Jobless claims recede from 3-month high, but unemployment filings jump for federal workers,” per MarketWatch • “New York Fed President John Williams Sees Tariffs Feeding Inflation,” Barron’s reports • “Trump walks back tariffs on a wide range of goods from Mexico and Canada for one month,” per NBC News • “Mortgage rates fall again as economy cools further,” from USA Today The latest on Aquila, the ANA’s cross-media measurement venture “Aquila, the Association of National Advertisers-backed cross-platform media measurement venture, is staffing up with three key hires, expanding its research panel to 5,000 households and preparing to sign a TV measurement partner,” Ad Age’s Jack Neff reports. The details: Among the staff additions are Tina Daniels, president and chief operating officer; Jed Meyer, chief revenue officer; and Josh Chasin, chief research officer via his KnotSimpler consultancy. “Aquila also is finalizing a contract with a TV measurement provider, Daniels said, declining to name the company,” Neff notes. Essential context: “The moves come as Aquila works toward a beta launch later this year and full rollout next year,” Neff adds. “The ANA estimates Aquila can eliminate up to $50 billion in waste due to excess frequency over three years, at a time when over-frequency appears to be getting worse due to loss of consumer tracking signals and other measurement issues.” 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 Revealed: The power of women’s sports fandom for brands MarketCast is out with new research—shared first with Datacenter Weekly—that looks at fandom and brand sponsorship surrounding women’s sports. MarketCast survey data found that across the 2024 season, fans of specific women’s sports teams/leagues not only tended to be aware of brand sponsors, but that backing caused a halo effect for the sponsoring brands that in some cases “surpassed their male counterparts in sponsor affinity.” Specifically: Fans’ likelihood to try the products of an official league or team sponsor 75% - National Women’s Soccer League (NWSL) 68% - NASCAR64% - Major League Soccer (MLS) 61% - PGA 58% - MLB55% - WNBA 49% - NHL43% - NBA 40% - NFL Note: Women’s sports leagues are bolded above; their counterpart male sports leagues are shown in italics. Just briefly • “Apple takes legal action in UK data privacy row,” from the BBC • “Publicis to acquire Lotame—what the deal means for its AI strategy,” from Ad Age • “US Commerce Secretary wants to remove government spending from GDP,” Reuters reports • “Accenture’s bet on Aaru—why synthetic data is the future of marketing intelligence,” from The Drum 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 Bradley Johnson and Joy R. Lee. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here

Women’s sports fans are big supporters of brands that back their favorite teams

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