Boy Meets World. Gilmore Girls. Scrubs. The Wire. The OC. The Office. The Hills. 90210. True Blood.

Name a show from the ’90s or early 2000s, and there’s a good chance there’s a rewatch podcast about it. It’s no wonder, given the appeal for all parties.

Win-win: The growing genre of podcasts—in which actors from hit TV shows that are no longer on the air rewatch and reflect on episodes—offers podcast companies a guaranteed engaged audience, brands a backdoor into celebrity endorsements, and streaming services an opportunity to promote their catalogs.

Starstruck

Mike Jensen, chief business officer of podcast company Kast Media, told us his network first got into the rewatch genre with Welcome to the OC, Bitches! because the demographic of that show when it aired lined up well with a current key podcast listener demo: women ages 24–35.

• The podcast did indeed develop a solid fanbase, Jensen said. Following its success, Kast went on to produce more rewatch pods like Second in Command: A Veep Rewatch and The Twilight Effect.
• Shows in this category quickly hit Kast’s goal of 100,000 listens per episode, according to Jensen, and boast strong listen-through rates of over 80%, which is attractive to sponsors.

Engagement rates aren’t the only factor drawing advertisers to this genre; brands can also get the opportunity to work with major celebrities on endorsements. The more famous the actor, the higher the CPM, Will Pearson, COO of the iHeart Podcast Network, told us.

Zoom in: Dear Media, the podcast network behind the new Laguna Beach rewatch podcast Back to the Beach with Kristin and Stephen, presold ads prior to its debut in July and sold out the first season by the end of that month, according to VP of sales and brand partnerships Danielle Loose.

• “It allows brands to tap into a female millennial fan base with talent who have an almost cult-like following 18 years after the show originally aired,” Loose said.

Read the full story here.—AM

It’s been about six months since Russia invaded Ukraine, and in that time, employees at Ukrainian ad agencies like I am IDEA and Provid have been working through what many would consider unimaginable circumstances.

Here in the US, Francesco Lucarelli, chief commercial officer at healthcare marketing agency HCB Health, told Marketing Brew he noticed war fatigue setting in as conversations about Ukraine waned. “You start getting people that [say], ‘Okay, we’ve heard enough about it,’ and [they] start to unfortunately tune it out,” he said.

Kerry Hilton, CEO and founder of HCB Health, told us the Texas and New Jersey-based agency felt compelled to do more. “We did the easy things, you know, #StandWithUkraine and things like that. But it just didn’t seem like it was big enough for us.”

• After meeting Vlad Galyapa, creative director at Provid, at the Worldwide Partners Global Summit in Las Vegas, HCB decided to team up pro bono with Provid and The Ukrainian Freedom Fund, an NGO focused on aid for Ukrainian military members and civilians, to create a healthcare-focused campaign.
• “Going through Covid, we saw so much of the rightful attention placed on frontline healthcare workers,” Lucarelli said. “We felt that with this unfortunate war circumstance, there wasn’t that same attention.”
• The title of the campaign, “Warregular,” is a play on “irregular” and meant to highlight the extreme circumstances that have almost become normal for healthcare workers in Ukraine, where more than 13,000 civilians have been killed or injured since Russia invaded, according to the United Nations.

While Galyapa told us combat medics get a lot of attention, civilian medics are often overlooked as they address everyday patient needs during the war. Read more and see photos of the out-of-home campaign here.—KH

Morning Brew’s Amanda Hoover recently wrote about how roller-skating’s biggest innovators are being squeezed out as brands capitalize on the sport. Read an excerpt below, and click here for the full story.

As community rinks struggle, the sport is seeing a spike in commercial interest. A Diet Coke ad that aired in the UK this spring showed a woman on skates soaring into the sky with a can in her hand. In a TikTok posted in June, Melody Olivera skates alongside a cartoon Minion, wearing a bright yellow dress to match, to advertise the release of Minions: The Rise of Gru. Now, roller-skate recommendations regularly appear in magazines like Cosmo and New York. Margot Robbie and Ryan Gosling were seen wearing custom-made neon Impalas while filming the new Barbie movie. Adobe launched a digital collection of roller skates (yes, online skates) with the intention of celebrating Black roller-skating culture.

But these financial opportunities have largely passed by Black skating communities. “We were too busy just having a good time, enjoying ourselves, thriving with the culture, becoming better skaters, and passing it on,” said Reggie Brown, a Black skater with more than 25 years of experience. Newer skaters on social media “were coming more from a visibility standpoint, where it is, ‘you see me working, trying,’ and making themselves visible, and the brands started to see that. And they started to see what could happen with roller-skating once you combine catchy music, maybe the specific look, and all of these things and put them together,” Brown said. He argued that the skating industry should pay more homage to the Black community, which has never quit on the sport as it goes in and out of vogue.

There are a lot of bad marketing tips out there. These aren’t those.

Politics: TikTok’s head of US safety laid out the platform’s “commitment to election integrity.”

Privacy: Mozilla investigated the privacy and security practices of 25 reproductive-health apps and wearable devices and gave 18 of them a “Privacy Not Included” warning label.

Pics: The TikTok photo-editing trick all the cool kids are using.

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Consumer behaviors are changing rapidly. Join us for a can’t-miss discussion about how every marketer should be navigating major shifts in the digital landscape.

Watch the on-demand webinar now.

The results of brand intimacy agency’s MBLM’s 2022 brand intimacy study are in. The study ranks 19 industries and more than 600 individual brands using a model made up of five components.

Industry baby: The media and entertainment sector, as well as tech and telecom, “continue to dominate,” according to the report, but a few newbies made the top 10 as well.

• Gaming ranked at No. 5
• Crypto ranked at No. 8
• And sports leagues ranked at No. 10

Mickey versus Elon: Disney ranked highest on the list of brands, but Tesla is hot on its heels.

• Disney earned a score of 68.1, while Tesla, the highest-ranking auto brand, scored 67.4.
• Keywords associated with the Tesla brand included “impressive,” “badass,” and “crypto,” according to the report.

Catch up on a few Marketing Brew stories you might have missed.

• Streaming services courting the youngest viewers must handle privacy carefully
• Mood Board: How Spotify built a ‘house of audio’ in lower Manhattan
• Advertisers back away from TV scatter market amid recession fears