Roundup: Taylor Swift's Disney deal, X's change to ad rules, Super Bowl ratings
Swift’s marketing success, New ABC hire, Mr Bates vs the Post Office
Business of Media
Musk's X to let brands run ads next to certain creators
Social media platform X said on Monday it will enable advertisers to run video ads next to certain content creators, a move that could help brands prevent exposure to unwanted posts on the Elon Musk-owned site, reports Reuters' Sheila Dang.
Since the billionaire purchased the company formerly known as Twitter, many advertisers have been wary of appearing on the platform after it loosened content moderation policies. Musk has often lashed out at brands that have paused their ad spending, even cursing at them during a New York Times DealBook interview in November.
Taylor Swift’s jaw-dropping payday in new Disney deal
The rights to stream Taylor Swift‘s coveted concert film were reportedly worth a significant chunk of change to Disney boss Bob Iger, reports News Corp's Alex Vena.
According to Matthew Belloni’s Puck newsletter, the Disney CEO allegedly shelled out over $US75 million ($114m) to the pop star’s family for Taylor Swift: The Eras Tour (Taylor’s Version) to stream on Disney+, besting fellow media powerhouses Netflix and Universal, who were also involved in a bidding war over the film.
Decider reached out to Disney+ Global Publicity for comment, but did not hear back by time of publication.
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Many lessons for brands in Taylor Swift’s marketing success
In one of Taylor Swift’s songs, The Man, she famously and powerfully challenges society’s double standards when it comes to women saying: “If I was a man, then I’d be the man," writes AANA chief executive Josh Faulks for The Australian.
Well, by any measure – male, female, singer, songwriter, businessperson or marketer – Taylor Swift is on top of the world right now.
Unless you live under a rock, you would be more than aware that the Taylor Swift juggernaut is coming to Australia and Tay Tay mania has taken hold. You don’t have to have a teenage daughter to come across a passionate Swiftie who is more than willing to volunteer an opinion on how amazing Taylor is.
Full disclosure: I am definitely not one of them.
News Brands
ABC appoints Chief Partnerships and Negotiation Officer
ABC has appointed Toni Skaife as Chief Partnerships and Negotiation Officer in the Content division, reports TV Tonight.
Skaife has most recently been General Manager Content Production and Business Affairs and General Manager Melbourne as Network 10 / Paramount+ and was previously Head of production and Business Affairs.
At ABC some of her key priorities will be driving international partnerships to support new content initiatives, developing rights strategies and leading commercial content deal negotiation locally and abroad.
Television
Why a show about the post office broke viewing records when it aired in the UK
The UK postal office has exploded with scandal over the past couple of months. Hundreds of people have been vindicated of crimes and high-up CEOs have lost prestigious positions, reports the ABC's Velvet Winter.
And it is thanks, in part, to an ITV miniseries about a group of postal workers that took an unreal situation into their own hands.
Here's what you need to know.
Sports Media
Jen, Beckham ad steals show at Super Bowl
Every year people tune in across the world to watch the NFL Super Bowl … ads, reports News Corp's Elizabeth Pike.
This year has proven no exception with Uber’s star-studded advertisement stealing the show as a competitive line up of commercials battled it out for precious airtime, with companies spending up to $10.8 million for a 30-second slot in the CBS 2024 final between the Kansas City Chiefs and the San Francisco 49ers.
These are the most viral ads from Super Bowl LVIII.
Super Bowl Ratings: Will this year’s game break US viewership records?
Sunday’s Super Bowl between the Kansas City Chiefs and the San Francisco 49ers is expected to break viewership records. The Chiefs prevailed in overtime, winning their third title in five years, reports The Wall Street Journal's Joe Flint.
Industry experts and sports executives have anticipated that this year’s Super Bowl viewership would be the biggest ever because of the attractive matchup, as well as increased fan interest surrounding the relationship between singer Taylor Swift and Chiefs tight end Travis Kelce.
The current record is 115.1 million viewers who watched the Chiefs beat the Philadelphia Eagles in last season’s Super Bowl. Nielsen’s official tally is expected to be released Monday afternoon.
