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It’s Monday, and it’s officially Hallmark’s time to shine. Holiday Touchdown: A Chiefs Love Story, a Christmas romcom featuring the Super Bowl champs, was the most-watched cable movie of the year to date, according to Nielsen—so yes, you can now admit that you watched it, too.
PS: Marketing Brew is officially on winter break until the New Year, so forgive us if we’re slow to respond to your emails. Rest assured, we’ll still be popping into your inbox a few more times before 2025. 
In today’s edition:
—Alyssa Meyers, Jasmine Sheena, Ryan Barwick
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SPORTS MARKETING
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The holidays are a time of rest, relaxation, and endlessly scrolling social media to avoid conversations with your weird cousin.
For sports fans, that endless scroll is likely to include a hearty helping of content from the teams and leagues they follow—or even some from the teams they hate, if the algorithm miscalculated.
This year, Marketing Brew spoke with 10 teams and leagues from around the world to unpack their social media playbooks. Based on those conversations, here’s what fans might expect to dominate their feeds in the future, plus lessons that other brand marketers can take away from the sports world.
Video killed the static sports post: In the words of Charlie Widdoes, VP of content for the Brooklyn Nets, “Let’s start with TikTok, because where else would we start in the year 2024?”
The Nets, along with the Chicago Bulls, New York Liberty, Seattle Mariners, and Major League Soccer, are among the others that focused on TikTok growth this year.
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MLS has also placed increasing emphasis on YouTube in 2024. Instagram Reels has driven much of Nascar’s recent social growth, but regardless of platform, it’s clear video content is a priority for teams and leagues headed into 2025.
Get to know you: Historically, sports organizations have relied on highlights to fuel their content machines. In the modern social landscape, though, player personality content now tends to take the cake, and MLS, Manchester City, and the Nets all produce ongoing behind-the-scenes series about their players.
“I look around the globe, and I look around at what our competitors are doing, and it’s all the same thing,” Michael Russell, Man City’s head of production, said. “We’re all trying to tell that story of players off the pitch.”
Continue reading here.—AM
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Presented By Wistia
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You want to host webinars, but you don’t have a handle on all the processes that make them tick. Sound familiar?
Wistia’s here to help. They’ve got everything you need to create, host, market, and measure your webinars all in one place. Talk about a marvelous Christmas Eve Eve gift.
From live engagements to evergreen recordings, you can simplify and streamline your entire webinar process with Wistia’s tools. Want all the deets where you can see ’em? Check out Wistia’s Webinar Guidebook.
The Webinar Guidebook’s got the goods on everything from pre-webinar prep to post-webinar promo—and how to be a whiz at it all.
Download your copy (or, if you’re in the US or Canada, get a free limited-edition hard copy delivered to your door).
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TV & STREAMING
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This Christmas, while some folks may binge classic holiday films like The Polar Express or The Grinch, Netflix is betting others will tune in to watch Queen Bey herself.
During halftime of the Texans-Ravens game on Christmas Day—one of two NFL games streaming exclusively on Netflix that day—Beyoncé will perform songs from her 2024 album Cowboy Carter for the first time. The game will take place in Beyoncé’s hometown of Houston, of course.
The megastar’s performance will cap off a year in which Netflix continued to report strong subscriber numbers but faced a bumpy adjustment in its pivot to live sports and its fledgling advertising business. Other streamers faced even bumpier conditions. As 2025 approaches, we took a look at how Netflix, Prime Video, Disney+, Hulu, Peacock, Max, Paramount+, and their parent companies fared this year.
Read more here.—JS
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AD TECH & PROGRAMMATIC
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If anyone knows what’s keeping ad-tech folks up at night, it’s Shiv Gupta.
As the founder of the ad-tech education company U of Digital, Gupta’s job is to help make sense of some of the industry’s weediest topics, like identity resolution or what the heck a clean room does. Ahead of the New Year, Marketing Brew spoke to Gupta about what his clients are asking about and what he’ll be keeping his eye on in 2025.
This interview has been lightly edited and condensed for clarity.
In 2024, what did your clients ask about the most?
I’d say the topics that are in the most in demand are still all things CTV-related. It’s a new frontier. It’s changing really fast. People want to learn about all things CTV. No. 2 is new. It’s AI. That’s an entirely new frontier, and it’s moving really fast. Commerce media is another big one. That’s newer, too…[Topics like] clean rooms, identity, privacy, it’s kind of quieted down significantly on that front, which I find to be fascinating.
AI can mean a thousand different things. What specific pieces of AI are advertisers asking about?
A lot of people don’t feel comfortable with the basics of AI right now. [They’re asking], help me understand large language models versus generative AI, help me understand the basic nuts and bolts first…help me understand how AI is revolutionizing planning. How is it revolutionizing activation and buying? How is it revolutionizing measurement and analytics? What are the tools people are using from an AI perspective to change how they do work in those areas?
Read more here.—RB
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Together With Chase
Small-biz whiz. Chase for Business’ products (Invoicing, Faster Payments,1 and Customer Insights2) were built to help business owners overcome their major pain points. With offerings tailored to their needs, they can more easily and efficiently manage daily to-dos. Learn more. |
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FRENCH PRESS
There are a lot of bad marketing tips out there. These aren’t those.
Put a pin in it: A guide to marketing on Pinterest.
Check, please: Tips for getting verified on TikTok.
On the dash: How to build out a CMO dashboard.
Work webinar wonders: Simplify and streamline your entire webinar process with Wistia’s tools. And if you need all the deets written down, download Wistia’s Webinar Guidebook (or opt for a limited-edition hard copy).* *A message from our sponsor.
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✳︎ A Note From Chase
1 Standard ACH, Same-day ACH, and Real-time payment transactions each count toward your total daily limits for transaction amounts.
Real-time payments: Your payment generally arrives moments after you send it. We review all payments before we process them, and we may require additional information, which could cause some delay. If you use Chase dual control, we will begin to process your payment once an authorized user approves it. Enrollment in ACH Payment Services is required to activate real-time payments. There is a fee of 1% of the payment amount, up to $25 per transaction for a real-time payment. Real-time payments are unavailable from 2-6 AM ET on business days and cannot be cancelled or reversed once processing begins. Not all payees’ banks support real-time payments. Real-time payments use The Clearing House network to process payments, are not subject to Nacha rules, and are not ACH transactions.
Same-day ACH payments: Your payment generally arrives by end of day when authorized before the 2:00 PM ET cut-off. Most payments scheduled after the 2:00 PM cut-off time will arrive the next business day by 1:00 PM ET. We review all payments before we process them, and we may require additional information, which could cause some delay. Enrollment in ACH Payment Services is required. There is a fee of 1% of the payment amount, up to $25 per transaction for a same-day ACH payment. Same-day ACH payment delivery is available during business days only. Final availability of the funds is subject to the recipient’s financial institution. Same-day ACH payments are subject to Nacha rules.
Standard ACH, including file-uploaded payments must be approved by 8:00 PM ET (on the send on date), and arrival time is as early as 1 business day. Standard ACH payments authorized after the cut-off time will be processed the next business day. You can cancel a Standard ACH as long as you do so before the 8:00 PM ET cut-off time. We review all payments before we process them, and we may require additional information, which could cause some delay. Standard ACH payments are subject to Nacha rules.
*Additional information including transaction limits can be viewed in “Learn more” within the Business Payment Center
2 Customer Insights is generated from a variety of sources, including but not limited to certain transactions processed by Paymentech, LLC, also known as Chase Payment Solutions. Portions may also include intellectual property from Esri and its licensors and are used under license. Copyright © 2024 Esri and its licensors. All rights reserved.
Timing & privacy
We continually update your insights, but there’s typically a delay of a few days between the transaction date and inclusion in your insights. We’ll show information for the time period indicated, and all data is aggregated and anonymized to protect customer privacy.
Informational purposes only
Customer Insights has been prepared for your general informational purposes only and is not designed to fully take into account all individual client circumstances, objectives, or needs, and therefore is not intended as a recommendation of a particular product or strategy. Customer Insights may not be relied on for tax, legal, investment, or accounting advice. You should consult your own tax, legal, and accounting advisors before engaging in any transaction. We are not liable for decisions made or actions taken in reliance on any of the information presented herein. The information or insights presented are intended to enhance your ability to reach all individuals regardless of age, income, gender or any other attribute and should be used in compliance with laws and regulations.
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©2024 JPMorgan Chase & Co.
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