- The NFL is the latest advertiser to take a big chunk of its advertising in-house.
- The move is a loss for Omnicom, which oversaw the NFL’s $200 million ad budget.
- The league has also expanded its relationship with digital agency Tinuiti.
The National Football League has become the latest big advertiser to take a big chunk of its advertising in-house, according to two people with direct knowledge.
The decision marks a loss for ad giant Omnicom, whose agency OMD has handled the business since 2019. The NFL spent $229.7 million on advertising in 2020, including $199.3 million promoting the league itself, according to research firm Comvergence; agencies typically get 15% or more of a client’s budget as revenue.
An NFL spokesman did not respond to requests for comment.
OMD will continue helping the NFL with its ad-buying strategy while the league handles its broadcast TV, print, and outdoor ad-buying internally, the sources said.
The NFL also expanded its relationship with digital agency Tinuiti, which will oversee most of the NFL’s digital budget including paid social posts, digital video, and display ads.
Some marketers like Procter & Gamble have taken more of their ad-buying in-house as planning campaigns and buying ads grows more complicated due to the proliferation of media platforms, data privacy concerns, and increased fraud risk.
Agencies have responded by taking on more consultative roles, helping clients strategize rather than actively purchasing ads.
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