Football is normally the place to be for advertisers this time of year. Later this month, though, soccer is stealing the spotlight.

The FIFA World Cup Qatar kicks off on Nov. 20, marking the first time the game has been played in the autumn months, a decision made due to the scorching heat in the host country when the tournament has historically been held in June and July. The schedule shift means media buyers have more sports ad inventory than they usually do, but it also means advertisers have figured out how to best divvy up their ad spend so they can play both football and fútbol.

“This is the first time it now takes place in the busiest part of the year,” Michael Roca, managing director, DE&I investment, Omnicom Media Group, told Marketing Brew earlier this year. “We’re just trying to find new money [to spend].”

Read the full story here.—KS

It’s me, hi, I’m the promo, it’s me.

Ahead of ticket sales for Taylor Swift’s The Eras Tour, Capital One debuted an ad during the World Series that showed Swift as her 10 album personas, aptly named “Multiple Taylors.”

While GSD&M helped execute the ad as agency of record for Capital One, SVP and Group Creative Director Ryan Carroll told us that—just like the rest of us—they were in the dark on Swift’s Eras theme until the last minute.

“We had no idea what the theme of the tour was or that there was even going to be a tour until closer to the announcement,” he said, adding that “when you look back in hindsight at some of the decisions that [Swift’s team] made along the way, it starts to make sense.”

We spoke with Carroll about some of those creative decisions and how they were able to pull off a 10-Taylor venture. Read how it came together here.—KH

Retail Brew’s Andrew Adam Newman recently wrote about why “the weekly circular, like the paperback novel and the vinyl album—quaint artifacts to some, irreplaceable to others—has its fans among retailers and consumers.” Read a snippet below or click here for the full story.

Let us harken back to a time long, long ago, when “apps” referred only to the mozzarella sticks and potato skins the server brought before the entrée, and the only way you were being tracked was if you were wearing an ankle monitor. In those halcyon days, an essential way that retailers piqued shoppers’ interest in upcoming sales was the weekly advertising circular they inserted into the local newspaper.

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

Moving on: Thinking of leaving Twitter? Here’s the lay of the land on Mastodon, the decentralized platform where many Twitter users are going.

Find and seek: How (and why) to wade through the mass of content on social media using search tools.

Get creative: This simple guide explains how to create an Instagram Reels cover that stands out.

Shop your scroll: TikTok wants to make it easier for users to make in-app purchases. Find out if the controversial platform can succeed as a social media marketplace in our latest article, sponsored by mntn.*

^{*This is sponsored advertising content.}

The Behind the Numbers daily news podcast helps listeners make sense of the ever-changing worlds of digital media, commerce, advertising, and technology. Host Marcus Johnson and Insider Intelligence’s analysts review the most compelling data from the most impactful stories of the week.

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Did you pause the latest episode of The White Lotus to read this newsletter? If you did, today’s market research is for you, because we’re taking a look at Morning Consult’s recent report on the state of streaming and ad tiers.

The kids are thrifty: In the past year, 14% of Americans who subscribe to streaming services have switched from one service’s ad-free plan to its less-expensive plan with ads.

• That number is 18% among Gen Z adults and 22% among millennials.
• And 12% of Gen Xers and 6% of baby boomers said they switched a subscription from ad-free to ad-supported.

Price > ads: Price is the biggest obstacle that streaming service holdouts report, while ad load fell lower on the list.

• 61% of US adults who don’t currently pay for SVODs said a major reason why is because they’re “too expensive.”
• Roughly one in four (23%) said it’s because there are “not enough TV shows [they’re] interested in,” and 19% said the same of movies.
• 13% said it’s because there are too many ads.

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

• VMLY&R Commerce’s Jacquelyn Baker explains how marketers are leveraging e-commerce strategies this holiday season
• Mood Board: Hootsuite goes into the wild for its first brand campaign
• National TV ad spend is holding steady—for now