VOLATILITY COVERAGE
INTRODUCTION
During times of extreme stock market volatility the Financial Endemic Networks (CNBC, Bloomberg, Fox Business) activate extensive editorial coverage and go commercial free for an extended period of time.
Rick Davis Financial Media Group conceived an innovative, never-before executed “Real-Time Editorial Sponsorship” with the Financial Endemic Networks. This strategy aligned its client TD Ameritrade, with 100% SOV during commercial free coverage to capture engaged viewers as money in motion moments unfold!
MARKET EVENT
The U.S. Stock market suffers historic volatility and sell-off
The DOW lost 12% the last week of February 2020 marking the worst weekly performance since the financial crisis. In addition, the 30-stock DOW posted its biggest one-day loss ever Thursday February 27th, 2020. Amidst investor and trader fears over the Coronavirus impact on the global economy and corporate profits, the Financial Endemic Networks launched unprecedented commercial-free coverage that lasted through March!
THE RESULTS
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Sponsorship leveraged unprecedented 100% Share of Voice (SOV)
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Competitive (SOV) was reduced 20%-25% by commercial pre-emptions
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Sponsorship strategically aligned with TD Ameritrade record trading volumes
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+60% Media ROI versus same quarter YOY
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Media Innovation draws National Trade Publication Article
Historic Brand Exposure during (FE) Commercial Free Programming (2-24/3-27)
181
Hours of Commercial Free Programming that included TD Ameritrade Branding
1,695
In-Content Banners, Augmented Reality Billboards and Real-time Ads in Editorial Space
526
Minutes of on-screen TD Ameritrade Brand Messaging