Dear ROGER,

Welcome to the August 2024 issue of Key Notes - Marketing Keys' monthly newsletter! As the kids head back to school, we hope everyone is finding the time to enjoy this last stretch of summer while being productive! Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

The Paris Olympics captured the attention of U.S. viewers, with an average of 30.6 million people tuning in daily to Comcast Corp.'s media outlets, an 82% increase from the Tokyo Olympics. This impressive viewership included NBC, cable channels like USA, and the Peacock streaming service, highlighting a successful multi-platform strategy.

Sunday’s closing ceremony drew 20.8 million U.S. viewers, more than double the Tokyo ceremony's audience. The event featured stunning performances, including a zipline entrance by actor Tom Cruise, who symbolically brought the Olympic flag to Los Angeles, the next host city. This spectacle was a fitting finale to a widely celebrated event.

Comcast strategically used the Paris Olympics to boost its Peacock streaming service, which trails competitors like Netflix and Disney+. Peacock offered on-demand streaming of all 329 medal events and introduced "Gold Zone," a popular daily program that showcased live event highlights. This approach resonated well with viewers, marking a win for Comcast in the streaming wars.

The U.S. men’s basketball gold-medal game against France was another highlight, drawing 19.5 million viewers—the highest for the event since the 1996 Atlanta Games. This strong performance across multiple events underscored the widespread appeal of the Paris Olympics.

Globally, the Games also set records, with the BBC reporting 218 million streams, more than doubling Tokyo’s numbers. Warner Bros. Discovery Inc. saw 215 million viewers in Europe and a 77% increase in paid streaming subscribers compared to Tokyo, emphasizing the event's global success.

This year’s Olympics have marked a significant shift in advertising strategies, showcasing how brands are adapting to a rapidly evolving media landscape. For the first time, a record 250 advertisers have participated, a dramatic increase from the 100 seen in previous Games. This surge is largely attributed to the advent of programmatic ad buying, allowing first-time Olympic advertisers to secure space in the Games’ programming.

In response to these changes, brands are increasingly seeking unique sponsorship opportunities that transcend traditional advertising. For instance, NBCU's coverage this year included innovative integrations such as a medal counter on Peacock and custom content featuring athletes across various platforms like “Top Chef,” “Today,” and Peacock’s “The Traitors.” These strategies enable brands to create deeper connections with audiences, presenting themselves as integral to the broader viewing experience rather than just passive sponsors.

The shift to a more diversified media approach reflects a broader trend in advertising. Marketers are now focusing on creating custom content and sponsorships that resonate across multiple platforms, from linear TV and streaming services to social media and influencer partnerships. This multifaceted strategy is crucial for engaging a wide range of audiences, including the younger, tech-savvy viewers who are increasingly turning to streaming platforms.

Overall, the 2024 Olympics highlight the evolving role of advertisers, who are now leveraging sophisticated, cross-platform strategies to connect with audiences in meaningful and impactful ways.

TikTok is shedding its old image as just a dance video platform. TikTok has become a powerful tool for political communication, especially for Gen Z. This generation increasingly relies on the app not just for entertainment, but for news and political expression. As we approach the 2024 election, understanding TikTok's influence on voter behavior and public opinion will be crucial.

The app's impact on political sentiment is profound. Traditional media outlets like NBC and MSNBC show a growing gap between the media habits of older generations and the preferences of younger, TikTok-savvy users. This shift highlights a changing landscape in political engagement.

TikTok’s algorithm creates echo chambers and accelerates the spread of information. While this can make the app a potent tool for political engagement, it also risks promoting divisive or sensational content. Such an approach, driven by engagement metrics, may lead to more polarized discussions rather than balanced dialogue.

The disconnect between traditional media and Gen Z's concerns is evident. While mainstream media focuses on election horse races, younger audiences are more engaged with issues like climate change and social justice. Bridging this gap through intergenerational dialogue is essential for fostering a more inclusive political environment.

Political conventions are not just a showcase of party unity and policy vision; they're also strategic media events. The timing of these conventions—whether they’re scheduled close to Election Day or earlier in the summer—can significantly impact their effectiveness and public perception.

This year’s political convention calendar provides a compelling case study. The Democrats’ convention, set for next week (August 19-22) in Chicago, follows the Republicans’ gathering in Milwaukee, which took place July 15-18. The timing difference raises an intriguing question: Is it better to hold a convention closer to Election Day, where it might linger in voters' minds as November approaches, or to host it earlier, when there's more media space and less immediate competition?

One might argue that conventions held closer to Election Day have the edge in memory retention. Being fresher in voters' minds could be advantageous, especially as the election looms large. The challenge for the Democrats is to ensure that their convention resonates strongly and remains a focal point of media coverage in the weeks leading up to the election. Effective messaging and strategic media engagement will be key to leveraging the advantages of their August timing.

In a recent study, the Truth Initiative's text messaging program, “This is Quitting,” has demonstrated a significant impact on adolescent e-cigarette cessation. It revealed that teens participating in the interactive text message program had a 37.8% quit rate, compared to just 28% in the control group. This represents a remarkable 35% increase in cessation rates, showcasing the effectiveness of this seemingly simple technology in altering behavior.

Over seven months, participants received regular text messages designed to provide support, monitor progress, and encourage continued abstinence. The program’s structure included initial check-ins and monthly follow-ups, with participants earning $5 for each response, totaling $35 across seven assessments. This financial incentive aimed to boost engagement and retention throughout the study period.

With more than 2.1 million adolescents reported using e-cigarettes last year, the need for effective intervention strategies is clear. “This is Quitting” has been operational since January 2019 and has already engaged over 740,000 teens. The program’s success extends beyond this study, effectively reaching diverse subgroups, including those with high levels of nicotine dependence and mental health challenges. The Truth Initiative’s ongoing commitment to combating vaping underscores the importance of innovative solutions in public health efforts.

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Until next month,

Roger Keys

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