The auto industry isn’t spending like it used to. It is easy to see why if you drive past any car dealership. The inventory isn’t there. Fortunately for FOX, two new advertising categories stepped in to make up for some of that revenue shortfall during the 2021 World Series according to Anthony Crupi of Sportico.
The network scored big ad buys from the social video platform TikTok and from the world of cryptocurrency. TikTok alone spent over $4.5 million during the six-game series.
Fans saw thirteen TikTok spots on FOX during the World Series. The spend and presence put the social video platform amongst more traditional Major League Baseball advertisers like T-Mobile and Taco Bell during the event.
Certainly, Major League Baseball is happy that TikTok recognizes the sport as a valuable advertising platform. It also has to be happy that TikTok had a major presence during the World Series as no sport has struggled with what to do to attract a younger fan base more than baseball.
FOX also scored big with cryptocurrency. The sector made a combined investment of $7.1 million in World Series advertising with exchange sites FTX and Crypto.com leading the way.
