Male Millennial, Gen-Z Opps: Honda, Acura sponsors Topgolf (Score 38)

Sales lead: Get in touch if you can help this company reach younger consumers or provide sponsorship assistance. 

• Honda and its subsidiary brand, Acura, recently entered a multi-year deal with Topgolf. 
• This makes the two brands the "Official Automotive Partners" and "Official Vehicles" of Topgolf. 
• The deal includes sweepstakes, on-site vehicle displays, and other marketing activations. 
• Honda's DMs believe this will allow it to reach Gen-Z and millennials more effectively. 

Honda's target demographic: Male Gen-Zers & millennials

The company will likely:

• Form additional sponsorships/partnerships
• Continue increasing ad spend
• Focus more funds on attracting younger consumers

Acura:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Acura spent nearly $25.1m on national TV ads YTD, a 57% increase from $16m spent in this channel during the same time period of 2022. 
  • 2020-2021: Full-year spend increased by 12% from $63.1m in 2021 to $70.6m in 2022. 
  • 2022 ad programming: It placed ads during programming such as NFL Football, College Football, NBA Basketball, College Basketball, and The Big Bang Theory. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Acura spent around $2.5m on digital display ads YTD, a slight decrease from $2.7m spent in this channel during the same time period of 2022. 
  • YTD data: 179.5m impressions via desktop video (82%), desktop display (15%), and mobile display (3%). 
  • 2021-2022 spend: Full-year spend increased by 26% from $11.5m in 2021 to $14.5m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as youtube.com, twitch.tv, caranddriver.com, yahoo.com, and nadaguides.com. It placed 1% of these ads indirectly through Bidtellect onto sites such as yahoo.com, caranddriver.com, imbd.com, roadandtrack.com, and mydomaine.com. 
• Additional channel insights  
  • Vivvix: Acura also invests in OOH, print, and local broadcast.
  • Top podcasts sponsored: Felger & Massarotti, Halford & Brough in the Morning, and The Morning After STL. 

Honda:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Honda spent about $32.5m on national TV ads YTD, up 15% from $28.2m spent in this channel during the same time period of 2022. 
  • 2021-2022: Full-year spend jumped 14% from $129.5m in 2021 to $147m in 2022.
  • 2022 ad programming: It placed ads during programming such as NFL Football, NBA Basketball, SportsNite, SportsCenter, and NHL Hockey. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Honda spent approximately $4.9m on digital display ads YTD, a 48% increase from $3.3m spent in this channel during the same time period of 2022. 
  • YTD data: 356.8m impressions via desktop video (55%), desktop display (25%), mobile display (10%), Instagram (8%), and Facebook (2%). 
  • 2021-2022 spend: Full-year spend increased slightly (3%) from $32.5m in 2021 to $33.5m in 2022. 
  • Ad location: It placed 99% of these ads directly onto sites such as youtube.com, twitch.tv, espn.com, instagram.com, and nadaguides.com. It placed 1% of these ads through multiple indirect channels onto sites such as yahoo.com, caranddriver.com, sports.yahoo.com, runnersworld.com, and edmunds.com. 
• Additional channel insights  
  • Vivvix: It also utilizes local broadcast. 
  • Top podcasts sponsored: The School of Greatness, Critical Role, Louder with Crowder, OTB Football, and TheDaily Stoic. 

Agency analysis:

• Opportunity: Reach out to see if Honda needs any more assistance. 
• Current roster:
  • Horizon Media: media AOR
  • Dailey & Associates: creative AOR
  • RPA: creative, media, digital, & social AOR
  • Publicis.Sapient: digital AOR
  • Quantasy & Associates: multicultural AOR
  • Orci: multicultural AOR
  • MullenLowe U.S. Los Angeles: creative AOR (Acura)
  • Mediahub Global Los Angeles: social AOR (Acura)

Acura Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser. 

Honda Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.