TV Tie-Ins, Special Demos Dominate This Most-Read List


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That was evident when we looked at  2022 stats for a bunch of combined beats: alcoholic beverage/health/entertainment/technology/partial CPG. TV and its celebrities figured in more than half of the 10 most-read stories of 2022, coming in on a par with their frequency in the previous year’s rankings.

A pure entertainment marketing story -- Amazon Prime Video’s “The Marvelous Mrs. Maisel” promoting its fourth season last winter by ‘taking over’ two venues in New York City’s Bryant Park -- was the second most-read of the year.



Netflix’s “Cobra Kai” made the list at no. 4, via a Coors Banquet sweepstakes that tied in with series character Johnny Lawrence’s propensity to drink that beer onscreen.

Tucked between “Mrs. Maisel” and “Cobra Kai,” at no.3, was “Theranos Whistleblowers Appear At Scene Of Elizabeth Holmes' Last Hurrah.” Readership of this story, about Erica Cheung and Tyler Shultz appearing at a medical techie meeting, was likely helped by their portrayal -- along with Theranos founder/CEO Elizabeth Holmes herself -- in Hulu’s limited series “The Dropout.”

Three stories involved iconic TV actors promoting products: Kaley Cuoco (long known for "Big Bang Theory") leaving HBO Max’s “The Flight Attendant” and joining Diageo’s Smirnoff Red, White & Berry vodka as “chief summer officer” (no. 10); Ted Danson  helping “Consumer Cellular Fight Competitors' Mobile Oversell” (no. 9); and Courtney Cox teaming up with Clos du Bois to fight ageism in wine marketing.

The Cox and Danson stories, both rare instances of 50+ representation in non-medical advertising, also represent another prevalent aspect of this year’s top 10: stories focused on specific cohorts.

This category includes the year’s most-read story, “Wine, The Wallflower: Industry Honchos Plan Joint Marketing Push,” about the wine industry planning a category-wide campaign in response to diminishing interest in wines from 21- to 34-year-olds.

Zeroing in on the youngest of that grouping, Marketing Daily readers learned that “Campari, Drizly Target The Newest Drinkers: Gen Z” (no. 6).

Molson Coors, A-B Launch Latino Campaigns” came in at no. 7.

As was the case last year, when “Kahlua Stirs It Up With Routine-Busting Spots, Espresso Martinis” made no. 4 on the list with “no dollar figures, no celebrities, no movies, no TV shows,” the 2022 list again features one outlier: “P&G Sets First National Campaign For 'People-Friendly' Insecticide” (no. 5).

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