Big name brands
The insurance category continues to be “really robust,” according to Bogusz, with Geico returning this year as a partner after sitting out 2023.
“There are several insurance advertisers in the category that are spending significant dollars,” said Boguz, adding that Expedia is “up significantly.”
QSR, banking and financial services are also strong categories this year. Home Depot is also joining as an advertiser, marking home as another strong category.
Spend is down for an unnamed deal in the sporting goods category, which Bogusz said was due to last year having a “significant spend” and particular activation. The brand is unknown; however, Dick’s Sporting Goods notably had a major spend in 2023, kicking off March Madness with an NCAA sponsorship deal and large media buy for in-game inventory.
A swan song
CBS Sports’ Bogusz also announced he will retire following this year’s NCAA tournament and Masters golf competition, ending a 26-year career at the network. The news comes after Sean McManus, chairman of the sports business, also announced an exit.
“I’m going to be stepping down and retiring and moving onto the next phase of life,” said Bogusz. “We had an unbelievable season for NFL where we surpassed all goals, the Super Bowl was the most generated revenue in the game in history and we are in very, very good shape with the NCAA tournament.”
“In terms of going out on top, that’s what I want to do, and it’s been a great run,” added Bogusz.
