Publishers Profiting from Events and Franchises in Current Year

Tentpole events and franchises have been a strategic bet for publishers to boost advertising revenue. According to seven publishers, their ad sales teams have been closing more deals for marquee events and editorial franchises at a faster pace than the previous year. This approach is showing signs of success, with media executives anticipating growth in event revenue over the previous year. For instance, USA Today's Ad Meter Competition around the Super Bowl and The Atlantic's Atlantic Festival are both experiencing increased sponsorship sales and advertiser bookings, respectively.

The Ad Meter Competition, USA Today's largest tentpole editorial franchise, has had its biggest year for sponsorship sales in 2024. Kelly Andresen, president of national sales at Gannett, noted that the largest advertiser for the franchise was signed by the end of Q4, which allowed for additional supplemental deals in the first quarter. The exact figures were not disclosed, but the early closure of the largest sponsorship is seen as a positive sign for the ad market's rebound.

Event renewals offer several benefits for publishers:

• Increased Revenue: Renewals often indicate a successful event and can lead to a spike in sponsorship revenue.
• Strengthened Partnerships: Events can serve as the beginning of a partnership that expands and evolves over time.
• Market Confidence: A high renewal rate can signal market confidence and satisfaction among advertisers, which can attract new sponsors.
• Operational Efficiency: Working closely with advertisers on events can lead to strong renewal rates for campaigns, as seen with Morning Brew's in-person and virtual events.

Complex NTWRK is differentiating its offerings by combining its portfolio of video and events franchises, aiming to provide more scale and a fresh approach to encourage larger brand purchases. For example, the company's biggest event, ComplexCon, is moving to Las Vegas, Nevada, and they are expanding their video offerings with the acquisition of Idea Generation. This strategy is intended to open up new sales opportunities and revitalize interest among consumers and clients.

Acast is testing AI translations for podcasts to make content accessible in new markets and to capitalize on the global appetite for certain genres, such as true crime. The process involves using generative AI technology for voice cloning and careful translation to maintain quality. Despite the industry's hesitancy due to potential quality issues with synthetic voices and translations, Acast's managing director for Australia and New Zealand, Henrik Isaksson, believes that the positive feedback and the performance of the Spanish-language version of the podcast 'Un Minuto Restante' justify the initiative.