Ever opened a package and found—tucked away with the new clothes you definitely don’t need—a flier for yet another product you probably don’t need? That’s known as insert media.

The channel is not exactly new, but it’s experienced something of a “renaissance” over the past two or three years, according to Eric Smith, VP of emerging media at offline marketing company Incremental Media.

The firm has been in the game for more than 15 years and claims to buy more inserts than anyone in the US, which amounts to hundreds of millions of pieces a year, per Smith. Inserts aren’t the only channel that Incremental Media specializes in, but they’re one of its biggest revenue drivers.

Big picture: Interest in inserts has been “pretty steady for a long time,” Smith told us, but a few factors can help explain its recent resurgence. “Search is more expensive than it used to be, and social isn’t converting as well,” he said. “Brands are looking for new [channels], and so what’s old is new again.” In addition to inserts, tactics like product sampling and direct mail have also experienced growth as of late.

Plus, amid concern that consumers might tighten their purse strings over recession fears, inserts—most commonly used in packages, Smith said—can help advertisers reach consumers who are still shopping.

Something for everyone

Generally speaking, there are two types of brands trying to reach two types of audiences through inserts, according to Smith.

• There’s the “emerging brand” targeting the “affluent, educated consumer” between 25 and 45, and there’s the brand targeting shoppers who skew a bit older, selling everything from medical devices to beauty products.
• Brands in the first category typically leverage the insert programs offered by companies like HelloFresh, Fanatics, and Wine Insiders, according to Smith, while brands in the latter category tend to opt for inserts in publications like Reader’s Digest.

Continue reading here.—AM

Surprising absolutely nobody, Americans are expected to watch more digital video—YouTube, TikTok, that terrible rom-com on Hulu—than linear television this year.

That’s according to a report released this week by Insider Intelligence that broke down how adults in the US are spending their precious free time.

The specific breakdown amounts to a daily intake of three hours and 11 minutes of digital video (streaming and social video)—so, enough time for about nine episodes of Friends—and just under three hours of traditional linear television. This year marks the first time that digital is projected to surpass linear in terms of time spent per day, according to its estimates.

And it’s a trend that’s projected to continue. In fact, except for a bump in 2020, traditional TV has declined every year since 2013. The report points to live sports as one reason why linear TV is seeing a decline, as platforms like Apple TV+ and YouTube have recently scooped up live sports rights.

Read more here.—RB

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

Ad bowl: The top 10 “most-loved” ads from this year’s Super Bowl, according to Morning Consult.

True colors: Here are nearly 50 color combos to consider for brand logos.

Stay loyal: Some stats on loyalty programs and tips for improving them.

Spread the word: Georgetown’s award-winning Master’s in Public Relations is offered part-time, online, and on campus. Attend a sample class, “Elements of Communications Planning,” on March 7. Learn more.*

^{*This is sponsored advertising content.}

Football fatigue isn’t a thing, right? We hope not, because today’s Market Research is about NFL brand partnerships.

A line out the door: Last year, brands were seemingly “keener than ever” to team up with the NFL, according to a report from sports and entertainment intelligence platform SponsorUnited.

• NFL sponsorship revenue was up 14% year over year between 2021 and 2022, clocking in at a “record-breaking” $2.05 billion.
• The total number of sponsorships across the NFL and individual teams totaled 3,195 last year, up 7% from 2021.

Who’s who: Financial, alcohol, and healthcare brands led the pack in terms of team revenue from brand deals.

• Finance brands accounted for $210 million in team revenue, with Ryan Financial and Shift4 Payments each expanding their deals and Bread Financial inking a new deal with the NFL.
• Alcohol brands accounted for $170 million in team sponsorship revenue, and healthcare $145 million.

Over/under: More than 25 NFL teams are sponsored by at least one sports-betting or fantasy-sports service, and the number of sports-betting and gaming NFL partners increased from eight in 2019 to 32 last year.

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

• Diverse-owned publishers say they’re still educating advertisers about their audiences
• Ozy is looking for advertisers to sponsor Ozy Fest, a two-day event in Miami
• Navigating the ‘slippery slope’ of personal endorsements in podcast ads