The New York Mets ran a teaser ad locally during the NFC Championship that set up the ad they’re running this Sunday during the Super Bowl.
Spoiler alert: video of the ad (shared by The Athletic) is next.
The Athletic reports air time during the game in the New York designated market area was going for $276,000. But the Mets purchased a package of ads beyond just the game and had production costs as well, leaving their total outlay higher. A source told The Athletic the total value of the inventory was $1.5 million.
The Mets chief marketing officer, Andy Goldberg talked to The Athletic about why the team decided to run the ads. “This is a calculated risk, but it’s nowhere near what a national ad would ever come close to costing. And in my mind, from a brand perspective, from my history, this is an incredible value investment. … The additional social, the other content we’ll get, the value outweighs the spend by a long shot,” Goldberg said.
Goldberg, previously at American Express and General Electric, noted that Cohen wants to build the Mets into a brand, not just a baseball team. “You go around the world, and you see people and they’re wearing Yankee hats. They’re not wearing Yankee hats because they’re Yankee fans, just to be clear. They’re wearing Yankee hats because it’s an ‘NY,’ and New York is cool, right? I want that to be a Met hat, 100 percent.”
